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Portfolio  /  Build

Water Systems Consulting (WSC)


  • Customer and employee insights research

  • Brand strategy and positioning

  • Vision and core values development

  • Creative direction

  • Brand messaging

  • Experience design

  • Editorial storytelling

  • Video scriptwriting


  • Complete brand strategy and identity package

  • Target employee and customer personas

  • Master messaging framework

  • Identity and brand guidelines

  • Staff brand culture book

  • Core collateral and templates package

  • WordPress website

  • Launch video and staff event

ROLE(S): Creative Director, Brand Strategy Lead, Storytelling Lead


A small, west-coast engineering and consulting firm, Water Systems Consulting (WSC) was experiencing rapid growth with ambitions to more than triple in size in the next five years—heightening the need to codify, operationalize and scale the differentiators and people-first culture central that had been central to its success. 

I led a collaborative, employee-informed rebrand project with a team of three creatives and several consultant partners. Primary roles included creative direction and leading the discovery and brand strategy phases. My roles resulted in delivery of a refined vision and core values; brand promise, market position, target audience personas, key differentiators and the brand characteristics that would define the remaining creative work. Watch the brand launch video >>

Key collaborators included: Nina Thoming (co-lead designer), Sarah Walker (art director and co-lead designer), Heidi Franklin (content lead), and Chee Web Development (website design and development). 

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