From no reliable graphic assets to a well oiled machine, over the course of just over 2 years a brand system was born. View the proposal, the website, or scroll down for the varied assets that made up our visual voice.
Illustration
I worked with both Yukai Du and Jae Doo Lee to create illustration families. In depth on creating the Watershed illustration style with the Jae Du ->
Webinars
For B to B companies, webinars have become huge lead building tools. Watershed’s program developed from a single one-off to a series of several per month. In order to facilitate all the graphics need for promotion, my team developed an increasingly sophisticated template system that allowed for the continuously changing topic names and dates to be accommodated while maintaining consistency and delight.
Social posts, registration forms, event listings, event slides, paid ads: the system continued to grow and evolve on the rails set up - varying the gradient color and using abstract imagery to represent the themes, incorporating speaker images. I also experimented with bringing video into the assets with the use of Descript to generate captions and incorporate the templates. Alongside Dave Addison, we optimized our growth strategy through paid ad testing.
Decks
In the second iteration of our Watershed deck template, we got comprehensive. Having outgrown the basic version put together during the rebrand, I worked with multiple stakeholders to cover needs across the company with a clean, consistent tool.
Events
Delight in delight. Whenever there was a spare moment, I was constantly finding opportunity to develop aspects of our system. Invaluable was the amazing contract animator Elizabeth Tae. She is a goddess of talent and flexibility.
Evolving color system
As things progressed, the gradient swatches became the most prominent “colors” in our system.
