I designed a new visual identity, website, branded swag, and marketing materials for Milwaukee's longest standing advertising club: the United Adworkers.
UNITED BY ADVERTISING, CONFUSED BY LOGOS.
The United Adworkers has been Milwaukee's premier advertising club since the year 2000, and when I returned to my hometown of Milwaukee in 2013 the club was instrumental in my assimilation into the city and its creative industry. After a year or two of volunteering and participating in club activities, it became clear that nobody really knew what the official club logo was, or what colors or fonts were part of the visual identity, and the adworkers website hadn't been updated in quite some time.
The new logo design was intended to evolve the labor union inspired look of the brand, but with a more legible logo when used at smaller sizes like in social media profiles, website favicons, and more. These uses were never considered because some weren't even a reality at the time the group was founded. The two hardware nuts in the logo were inspired by the awards handed out at each year's Milwaukee 99 show, and are visually interlinked to create a sense of unity and infiniteness—which is about as metaphorical as I get when it comes to logo design.
three distinctly different shapes led to confusion among volunteer designers around which was the official logo
the family of redesigned logos, though different in orientation, rely on the same two elements
A CONSISTENT VISUAL IDENTITY.
The United Adworkers has always done a great job engaging local artists and designers to create branded collateral and marketing materials for their various events and promotions, but aside from the original black and white logo(s) there was no real sense on brand ownership or consistency. To help create some continuity among all the creative advertising the club puts out, I established a color palette based on the 2015 membership cards, but tweaked them a little after finding near-match Pantone colors. This limited set of colors helps guarantee any Adworkers-branded promotion will be more instantly recognizable, and provides guest artists and volunteer designers with a more guided set of assets.
a collection of some of the branded swag given out at various events throughout the year
some examples of how myself and other volunteer designers and guest artists have adapted the branding
THE NEW 2015 WEBSITE.
The new United Adworkers website was designed to put organization news and event information front and center, and to make membership sign-up as easy as possible. I designed the site in Photoshop and it was developed on WordPress by Joseph Salvatori, Director of Technology at Zero Studios.
THE EVEN NEWER 2019 WEBSITE.
In the years after the new site was launched I moved to Boston for a job, but eventually made my way back to Milwaukee in late 2019, at which point the club had a new President and Executive Director who were both interested in updating the site again and reached out to me about doing so. This time the site was developed by John Behn, Developer at Milwaukee agency Nelson Schmidt.
Visit the live site
DESIGNING AND PRODUCING THE ANNUAL MILWAUKEE 99 SHOW.
Each year, the United Adworkers hosts the Milwaukee 99: a celebration of the year's best work from agencies around town and throughout the state of Wisconsin. In 2018, Milwaukee agency Manifesto won Best in Show, and along with it the honor of leading the creative production of the 2019 award book and show design. And as luck would have it I recently started working at Manifesto, so naturally I took on the project as lead art director and designer under the leadership of Manifesto's Creative Director/Adworkers Board Member/Owner of Clunk Supply, Adam Pryor.
We made custom typographic artwork that served as the overall theme of the show and award book, painted a mural on one of our office walls and filmed the process to air on monitors in the venue, designed all the wayfinding signage and gallery displays, and I personally volunteered to produce the show and create the on-stage presentation, which involved a very thoroughly-rehearsed PowerPoint.