But to begin at the beginning, Hodge creates visual images for companies to use in promotional work, advertising, for whatever is needed. He does the design, the illustration and also does photography, a complete package. What he does is what some call corporate ID creating graphic images to put a face to a business although his work seems to go deeper than that.

Hodge, who was born and grew up in Southern California, said he has always been torn between his love of theater and his love of design. "In school, I would direct plays but I would also do the posters for them. I’ve always had these two competing loves," Hodge said in a recent interview.

As in many things in life, the direction Hodge took was somewhat determined by circumstance. He was in an acting class associated with Columbia Studios in Los Angeles when he was drafted into the Vietnam War. He was discharged in 1971 after four years and it was his intention to go to cinematography school in London and get an advanced degree, but somehow he ended up starting an advertising agency on Guam.

"It wasn’t anything I had intended to do," Hodge said. "I started out working for a designer there and within a few months I had started the first advertising agency in Micronesia. It was very successful and in a short time I was hiring people to do the art and design, things that I loved to do. I enjoyed working with clients and developing what they needed. I did get to travel extensively in Asia and help create campaigns for hotels and airlines, but it wasn’t really what I wanted to be doing."

In 1975, Hodge put that phase of his life behind him and came to San Francisco, determined to start a freelance operation that would enable him to do the creative side of the campaigns as well as the business side. "I wanted to be hands-on with clients," Hodge said. Back in Micronesia, I hired other people to do the things I loved to do.

Hodge found himself doing more photography in San Francisco and it was also about that time that wine entered his life, at least in a professional sense.

"I started doing some freelance work for Larry Romano and his Romano Wine Company about 1977. That led to work with J. Lohr, Foppiano and other companies" Hodge recalled. But what really caused a major change in direction for me was working with a new startup winery called Vichon. I think Vichon was very exciting in terms of what was beginning to happen in the wine industry. It was really the beginning of the packaging thing, where packaging, the look of the label, really became part of the winery s success. It was no longer just the product that was important, but how the product was presented and perceived by the public," Hodge said.

"What was different about Vichon was the mystery, the brush stroke of subtle color. The name itself created an intrigue. It made you think about it. It was an exciting time to get involved in the wine business."

Hodge said that now wine has taken on such an international image that there are many more choices for design, with new bottle shapes and the move away from traditional labels. "In terms of packaging, people are updating far more quickly. People seem far more open now and things are coming from unexpected places. The wine business is drawing on packaging from other products to meet the intense competition within the industry. The wine industry is looking at things like the perfume industry, where packaging is such an important part of the product. The field just seems wide open, people are doing things they would never have done before. I think it's real healthy for the industry. We are seeing fresh spins on basic designs, something new to add to the portfolio."

Hodge said that he enjoys most of all being able to work closely with people who are creating a new identity. "I like to look into what they are about. Their place on the planet, their philosophy and really do my best to create something real and organic out of what they are doing." Hodge cited his recent work with Red Sage, a startup winery in the Gilroy area, as an example of that.

"I think what I like is the fact that I don't know what sorts of things are going to be asked of me when the phone rings. I'm challenged by having new experiences and new relationships," Hodge said.

He has never had any regrets about giving up the agency and striking out on his own. "I like doing the whole thing. First and foremost, I'm an artist working in a variety of media. I really appreciate the gift I’ve been given and I want to use it."