At Tether, a creative brand agency in downtown Seattle, I worked under Creative Director John Kendall, focusing on brand guidelines for WE.org. My role included developing design strategies, brand directions for events, and crafting partnership pitches between Royal Bank of Canada (RBC) and WE.org.
We collaborated closely with WE.org and their marketing team to understand their needs. Our goal was to create easy-to-follow brand guidelines that improved consistency and strategy. This began with drafting a comprehensive Table of Contents and building out from there.
WE Day is an annual event celebrating young change-makers, hosted across the US, Canada, the UK, and the Caribbean. Featuring renowned speakers and performers, it has drawn over a million attendees.
With WE Day ranked an “11/10” on the brand's scale of expression, I guided WE.org’s team in using bold colors, typography, and photography to tell their story consistently and vibrantly.
Finally, I contributed to a pitch for a rewards system aimed at empowering young adults to give back. The concept involved a reloadable debit card where spending earned points to support initiatives like providing clean water or building wells.
I collaborated with copywriters to perfect the messaging and created visual concepts for the campaign across digital and print formats. Additionally, I envisioned and prototyped how the rewards system could integrate into an app.
Overview.
While working at Microsoft, I worked as a Comms and Visual Design Lead on the Enterprise Commercial CTO team (ECCTO). Here I was responsible for sending out major comms for one of Microsoft's CTO, Lorraine Bardeen, as well as all other comms work internally for presenting to client . Here I was given the opportunity to explore a brand logo and brand
ANATOMY.
We like to believe we’re soft yet firm, so we’ve rounded out to corners a bit throughout the logo’s apex. 2. The top of the t is reduced and chopped to create a “signal”, following the natural 18° angles in the font Segoe.
EXTENDED.
The ECCTO logo should be used primarily with a color signal in the yellow color specified. A solid black or white version can be used in a secondary context.
Expressive.
In special circumstances, you can use icon imagery to replace the signal. This is best done sparingly, with clear intent and purpose to celebrate an occasion, value, or achievement meaningful to ECCTO.
Color.
ECCTO’s visual language uses a spectrum of color combined into light and dark gradients and broken out into tonal color families. We also use a range of tonal black + grey to support this system.
Colors Applied.
ECCTO’s color palette features gradients that work well as backgrounds and washes utilizing colors that represent clarity, innovation, and leadership. These washes work well as backgrounds or as section dividers. The “light angle” featured in these washes is 18°, which is the same as the angle of the signal in the ECCTO logo.
Illustration.
the illustration language for ECCTO pulling features directly from the logo including the 18° angle, as well as honing key-characteristics in illustrations in the “signal” yellow
