https://wowitswendy.com Wow, it's Wendy! Tue, 03 Nov 2026 16:00:50 +0000 https://wowitswendy.com en https://wowitswendy.com/About Thu, 13 Dec 2018 02:04:37 +0000 Wow, it's Wendy! https://wowitswendy.com/About <img width="2812" height="2812" width_o="2812" height_o="2812" data-src="https://freight.cargo.site/t/original/i/c8481c942c7c94fb5523c6e2906c4e3642028255af68dae26ce7151630a3a4bf/IMG_7105.png" data-mid="228411302" border="0" src="https://freight.cargo.site/w/1000/i/c8481c942c7c94fb5523c6e2906c4e3642028255af68dae26ce7151630a3a4bf/IMG_7105.png" /> WOW, IT’S WENDY! waʊ, ɪts&nbsp;ˈwɛndi!︎ :an expression used to express a strong feeling such as pleasure, delight or surprise. ︎&nbsp;︎ Wendy Qi is a New York City based freelance art director and graphic designer specializing in branding and events. Wendy has 15 years of creative experience working with small businesses and large organizations alike crafting brand identities, concepting complex ideas, consulting on visuals and producing impressive experiences. She collaborates closely with clients and provides ongoing support for agencies. Say&nbsp;hello@wowitswendy.com ︎︎︎ BackgroundWendy was one of the first designers at The Public Society: a small group of creatives leveraging the power of design for the greater good. As an designer, studio manager and event producer, she worked to establish the company’s culture and design processes. Throughout the years, her work has shown up in The New York Times multiple times, nominated as a finalist for New York Design Awards and branded on things from billboards in Buenos Aires to 65ft long racing yachts sailing around the world. Wendy was also an adjunct instructor at The Cooper Union where she taught a course on translating 2D collages into web experiences with code. ︎ Bonus track:Her&nbsp;textile practice consists of naturally dyeing textiles using found objects, food waste, flowers and foraged plants. ︎ Clients by Sector ︎Education &amp; Art Asian American Writer’s WorkshopThe Cooper Unionde Young MuseumNew York University Tandon School of EngineeringNew York University School of Law Policing Project Under Consideration’s Brand New Conference︎Social &amp; Environmental Justice350.orgThe Atlantic Philanthropies Fellowship for Racial EquityAvaazCivic HallThe Democracy Alliance Greenpeace Housing Court Answers&nbsp;Narrative Initiative Paul and Daisy Soros Fellowships for New AmericansPrisoners’ Legal Services of New YorkUnited Nations Environmental ProgrammeUrban Future Lab Traffic Safety for All ︎Small BusinessesAmanda W. TimpsonArezu Persia Fi Lowernstein Bridge PerformanceWe BecomeYesterqueers ︎Studios &amp; Agencies doublespace HUGE The Public SocietySpitfire Strategies ︎Corporations DepopGoogleIMG Models The Interpublic Group New York Road Runners Unilever BrandsUnited Technologies https://wowitswendy.com/Praise Wed, 02 Jun 2021 02:41:30 +0000 Wow, it's Wendy! https://wowitswendy.com/Praise <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/aaf3690880b781aff8a28d5f02521a96c15a3d9259169e179142887f38f3d169/Review_Nikka.png" data-mid="188517754" border="0" src="https://freight.cargo.site/w/400/i/aaf3690880b781aff8a28d5f02521a96c15a3d9259169e179142887f38f3d169/Review_Nikka.png" /> "I can't recommend Wendy Qi enough—we worked together on a major graphic design project this past spring and Wendy's work was beautiful, effective, and easy to use and update. Wendy started the project with research and discovery work to understand the needs and design direction. For example, she audited our organization's past designs, talked with us about what we liked/didn't like, and did a workshop to build brand literacy. She was incredibly thoughtful about designing for our specific audiences and concepted out the storytelling ideas that were important to us. I loved the process and the result. Wendy was easy to work with and very organized as well." Nikka Landau Director of Communications @ The Paul and Daisy Sorors Fellowships for New Americans <img width="401" height="401" width_o="401" height_o="401" data-src="https://freight.cargo.site/t/original/i/aeac423a9b64c15afb0f0ba17400bc35daf5050b5bbb47550d691796fa697036/Artboard-1.png" data-mid="208693188" border="0" src="https://freight.cargo.site/w/401/i/aeac423a9b64c15afb0f0ba17400bc35daf5050b5bbb47550d691796fa697036/Artboard-1.png" /> “I am so grateful to have had the opportunity to collaborate with Wendy on our rebranding. The whole process was fun, creative, easeful, and accessible. She made accommodations to fit my needs and made me feel like we were truly partnering together to co-create our new brand, rather than being in a more transactional consultant-client relationship. Our initial conversations and workshops in particular were incredibly illuminating—the questions and activities helped surface information and ideas that may not have come up otherwise, which set us on a somewhat unexpected course toward exactly where we needed to go for the final design. I absolutely love our new logo and identity, and the materials and guidance Wendy provided gives me the confidence I need to apply our style to products and materials. I recommend working with Wendy if you want to build an enduring brand based on a solid foundation of your vision, values, and purpose—and have a lot of fun in the process!” Em WrightFounder @ We Become <img width="401" height="401" width_o="401" height_o="401" data-src="https://freight.cargo.site/t/original/i/2f62176615cf2e11ffa4115d3946bb0312d1b9e2e7352458d1123c02971d87cc/Artboard-1-copy-2.png" data-mid="208693186" border="0" src="https://freight.cargo.site/w/401/i/2f62176615cf2e11ffa4115d3946bb0312d1b9e2e7352458d1123c02971d87cc/Artboard-1-copy-2.png" /> "We were about to launch a service based business and didnt have a website. We had spent hours trying on Squarespace experimenting with layout, content, images, font and found ourselves frustrated and overwhelmed by how many options there were. We had done branding exercises, but had no idea of how to communicate these things in a cohesive way that said who we were and what we offered. That's when Wendy saved the day. She took the time to get to know us, our business and where we wanted the business to go. She worked patiently with us until we were satisfied with a website that not only met our picky expectations of aesthetic and flow but really captured who we were. She was accommodating to our timeline and flexible with the tasks she charged us with. Her professional yet personable expertise made us feel confident in her abilities. In the end she gave us exactly what we asked for, a website that was not only beautiful and clean but easy to navigate, and user friendly." Astrid CastanedaFounder @ Bridge Performance <img width="472" height="472" width_o="472" height_o="472" data-src="https://freight.cargo.site/t/original/i/61455bc63b666f42a822d7c29bfd6bd8128023876e4a47d21bdc1d6455c5adc6/KMurtagh_014_2017-email-2-e1619583500296.png" data-mid="154425185" border="0" src="https://freight.cargo.site/w/472/i/61455bc63b666f42a822d7c29bfd6bd8128023876e4a47d21bdc1d6455c5adc6/KMurtagh_014_2017-email-2-e1619583500296.png" /> “Wendy was referred to us by Spitfire. We were looking to adopt a standardized visual brand that would convey to others our mission, our vision... who we are. Wendy worked with us for approximately two months–scheduling weekly meetings where we spent time delving into our history, identifying stakeholders and defining the qualities that sets PLS apart from other non-profit civil legal services organizations. Wendy educated us on the need and purpose of a standardized visual brand and helped us adopt a new logo, fonts and a color scheme that communicate through digital, print and yet to be created materials, who we are and what we do. Wendy was patient, thoughtful, creative and very easy to work with. She was also extremely prepared and timely in any promised deliverables. We are very happy with the final product. If you are looking for someone who will take the time to work with your organization to come up with a unique branding that conveys your purpose and mission, I would highly recommend Wendy!” Karen Murtagh Executive Director @ Prisoners’ Legal Services <img width="144" height="144" width_o="144" height_o="144" data-src="https://freight.cargo.site/t/original/i/13e4fc4cd31587aa5a8d6fdc7b2d9605aa6b9486fef91f705904078f9dac84b5/Screen-Shot-2021-08-23-at-3.00.02-PM-copy.png" data-mid="117159755" border="0" src="https://freight.cargo.site/w/144/i/13e4fc4cd31587aa5a8d6fdc7b2d9605aa6b9486fef91f705904078f9dac84b5/Screen-Shot-2021-08-23-at-3.00.02-PM-copy.png" /> “I cannot recommend Wendy enough as a website designer! She worked closely with me and my business partners to create something that felt like our vision with her expertise. She knew the right moments of when to accommodate what we wanted and when to push for an alternate approach. What emerged was something that still felt like it was ours, just... better.Most importantly, Wendy went above and beyond in terms of making sure everything was both looking and working perfectly in the final result. Mistakes I never would have caught, or bits of code that weren't perfect–Wendy kept checking and refining even after I had what I thought was a great result. She definitely holds her work to the highest standard!” Gary Benton Partner @ Arezu Persia <img width="287" height="287" width_o="287" height_o="287" data-src="https://freight.cargo.site/t/original/i/52d6527b055d398bb3420aeb56df9eec82968d4e47fa737d14de9fee75a23780/Screen-Shot-2021-08-04-at-5.11.33-PM.png" data-mid="115423600" border="0" src="https://freight.cargo.site/w/287/i/52d6527b055d398bb3420aeb56df9eec82968d4e47fa737d14de9fee75a23780/Screen-Shot-2021-08-04-at-5.11.33-PM.png" /> “Wendy did a fantastic job developing my brand and redesigning my site. From research to process and execution, Wendy did a fantastic job visualizing my brand in a unique way while staying true to its core identity. On a personal level, she was a joy to work with–thoughtful, organized, and reliable. I highly recommend her and can't wait to work with her again!” Itzett Romero Founder of A Modern Meditator &amp; Director of Digital Marketing @ Babbel <img width="401" height="401" width_o="401" height_o="401" data-src="https://freight.cargo.site/t/original/i/0817161d76c425ae2f42d15c50d51835043fed41c4ab61275be62c42666441a3/Artboard-1-copy.png" data-mid="208693187" border="0" src="https://freight.cargo.site/w/401/i/0817161d76c425ae2f42d15c50d51835043fed41c4ab61275be62c42666441a3/Artboard-1-copy.png" /> “Wendy supported Civic Hall on various graphic design projects. Not only did Wendy help us create thoughtfully designed, visually beautiful, and on-brand pieces, she did so while maintaining exceptional organization and project management, clear communication, and thoughtful curiosity to better understand our need. I very much enjoyed working with Wendy and would highly recommend her for any individual or organization in need of brand, design, and/or user experience support!” Fiona Teng Strategic Communications Lead @ Beloved Economies <img width="292" height="292" width_o="292" height_o="292" data-src="https://freight.cargo.site/t/original/i/e9ba2dad4b4be4aa263957569c16b76e0fcf5cf270a5fee67e83edae06f5c315/Screen-Shot-2021-08-04-at-5.21.43-PM.png" data-mid="115424025" border="0" src="https://freight.cargo.site/w/292/i/e9ba2dad4b4be4aa263957569c16b76e0fcf5cf270a5fee67e83edae06f5c315/Screen-Shot-2021-08-04-at-5.21.43-PM.png" /> “Wendy is a fantastic designer, seamlessly balancing her own creative ideas with the (sometimes finicky) needs of her client. I collaborated closely with Wendy a number of visual design projects for the Narrative Initiative, including establishing the visual identity of the brand new organization itself. Receptive to feedback and joy to work with. I hope we can work together in the future!” Nima Shirazi Vice President @ Spitfire https://wowitswendy.com/Severance Thu, 29 Oct 2026 18:32:21 +0000 Wow, it's Wendy! https://wowitswendy.com/Severance We Have Severance at Home For the long awaited season 2 of the Apple TV’s show Severance, I couldn’t sit idly in my fandom– from the frenetic social media buzz to seeing the set recreation firsthand during the Grand Central marketing stunt, the anticipation for the new season was palpable. While watching the first episode with a friend, I started to imagine how fun, surreal and satisfying it would be to be inside the retrofuturist world of Severance. By the time the credits rolled, I had decided to throw a finale watch party right in my living room.The finale was set to air March 21, 2025—six weeks away. I had a hard deadline, a budget of $300, extensive design and production experience and a reputation for throwing great events. It was more than enough to say “We have Severance at home.” ServicesExperiential design, Art Direction, Event Production, Graphic Design, Prop Production, Vendor Coordination, Project Management <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/c1692bc15e8a28b1d7084bc1a42138f83f1b5b37ac59bdc0090f14f984b40193/IMG_2577_Burt-takes.jpg" data-mid="253818051" border="0" src="https://freight.cargo.site/w/1000/i/c1692bc15e8a28b1d7084bc1a42138f83f1b5b37ac59bdc0090f14f984b40193/IMG_2577_Burt-takes.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/85d7b990b95c4aea04433a3c39582afca611f278b66d760d93b0e1557a5ec2c3/IMG_8629_MDR-Sign.jpg" data-mid="253818038" border="0" src="https://freight.cargo.site/w/1000/i/85d7b990b95c4aea04433a3c39582afca611f278b66d760d93b0e1557a5ec2c3/IMG_8629_MDR-Sign.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/628e5f8deeb04fa9ac166d46fff5667fa8de97c4d865d2b155ea2bb3f1e2d4a9/IMG_4318_MDR-Desk.jpg" data-mid="253818036" border="0" src="https://freight.cargo.site/w/1000/i/628e5f8deeb04fa9ac166d46fff5667fa8de97c4d865d2b155ea2bb3f1e2d4a9/IMG_4318_MDR-Desk.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/1e882ce81feba1de1c5b167b69f4943983d7066ce5d2bbb01390955e83af66bd/IMG_2544_Kier.jpg" data-mid="253818040" border="0" src="https://freight.cargo.site/w/1000/i/1e882ce81feba1de1c5b167b69f4943983d7066ce5d2bbb01390955e83af66bd/IMG_2544_Kier.jpg" /> <img width="1072" height="1440" width_o="1072" height_o="1440" data-src="https://freight.cargo.site/t/original/i/e077529f29df4b69a2327b8953cf424593397df31914ca3120df37d0ab5638ef/IMG_1801-2_Ms-Huang-Balloons.jpg" data-mid="253818039" border="0" src="https://freight.cargo.site/w/1000/i/e077529f29df4b69a2327b8953cf424593397df31914ca3120df37d0ab5638ef/IMG_1801-2_Ms-Huang-Balloons.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/81bd337512babce64496eaabc0d339bff385fcbd4f14d93810efa8ec8070b8d8/IMG_4324_Missing-flyer-and-menu.jpg" data-mid="253818065" border="0" src="https://freight.cargo.site/w/1000/i/81bd337512babce64496eaabc0d339bff385fcbd4f14d93810efa8ec8070b8d8/IMG_4324_Missing-flyer-and-menu.jpg" /> The Start I began by creating a production plan for the physical props, anticipating they would require the most steps to produce. Notebook and pen in hand, I rewatched season 1–jotting down items I loved that would make the mysterious fictional corporation of Lumon Industries feel real. I wanted to have the most recognizable items from the first season like Ricken’s The You You Are book alongside niche season 2 items, such as the goat eye charts. This curated mix ensured a truly immersive experience while showing my obsessive attention to detail. Simultaneously, I mapped out the spatial layout of my living to transform it into the main set, the severed floor of Severance. This meant stripping the room of all art, decoration and color so it would be a completely blank canvas. Also I programmed the lighting, selected music and curated background visuals to create the sterile, cult like corporate atmosphere that defines Lumon Industries. While rewatching season 1, I came up with several ideas for what activities we could do ahead of the screening of the finale. Most of these activities required not only props, but the coordination of specific characters to lead them so I prepared shorts scripts. For instance, I took on the role of Ms. Casey who conducted custom wellness sessions for each guest. in the innie’s wellness sessions. Acting as the counselor, I read off specific, comforting facts about each guest's "outie." To prepare for this, I quietly spent the weeks leading up to the party taking notes on guests–observing hyper-specific habits, quirks, and preferences to make each session feel as authentic, fun, and as delightfully surprising as possible. <img width="1920" height="1440" width_o="1920" height_o="1440" data-src="https://freight.cargo.site/t/original/i/aa245a858c5a5d9b059711a90d1b1f44f9433ecc2da2014c8ba29350951fc1eb/IMG_1861-2_MDR-top-half.jpg" data-mid="253818033" border="0" src="https://freight.cargo.site/w/1000/i/aa245a858c5a5d9b059711a90d1b1f44f9433ecc2da2014c8ba29350951fc1eb/IMG_1861-2_MDR-top-half.jpg" /> Production Logistics Early on, I set up a master operational spreadsheet to track everything end-to-end: I ranked items by priority, embedded sourcing links for vendors, monitored costs against my tight $300 budget, set quantities and tracked each the production statuses—including the tasks I delegated to friends who helped execute key pieces. Seeing the tangible progress in the spreadsheet kept the workflow manageable, even if it was slightly crazy for one person. <img width="2192" height="1434" width_o="2192" height_o="1434" data-src="https://freight.cargo.site/t/original/i/0ea8a449435b6b5dc088f74981fa6456c74e326e2203ef7d5c329e4b5e9f835e/Screenshot-2026-09-02-at-4.06.46-PM.png" data-mid="253818159" border="0" src="https://freight.cargo.site/w/1000/i/0ea8a449435b6b5dc088f74981fa6456c74e326e2203ef7d5c329e4b5e9f835e/Screenshot-2026-09-02-at-4.06.46-PM.png" /><img width="1290" height="910" width_o="1290" height_o="910" data-src="https://freight.cargo.site/t/original/i/16bca28e8bd6c4f0626e7a48b23710546e31dbdbfeab0ec244fda5ee6f1f5f21/Screenshot-2026-09-02-at-4.08.00-PM.png" data-mid="253818160" border="0" src="https://freight.cargo.site/w/1000/i/16bca28e8bd6c4f0626e7a48b23710546e31dbdbfeab0ec244fda5ee6f1f5f21/Screenshot-2026-09-02-at-4.08.00-PM.png" /> The production was a particularly challenging undertaking because Severance is known for its impeccable attention to detail. The precision in every aesthetic detail creates the unnerving atmosphere that is so prominent in the show. That meant making low-fidelity replicas or interpretations wouldn’t work and meticulous sourcing would make a big impact. Operating with a small budget and limited timeframe meant I had to prioritize strategically to get the most impact out of what I made. <img width="1600" height="1075" width_o="1600" height_o="1075" data-src="https://freight.cargo.site/t/original/i/317a2225180050755715a514ed18c8054a5c784ac07d521712de12d88faf32f6/Severance-serie-Apple-TV-www.culturageek.com_.ar-2-1-scaled-e1649432668184.jpg" data-mid="253818029" border="0" alt="Season 1, Episode 3 team photo" data-caption="Season 1, Episode 3 team photo" src="https://freight.cargo.site/w/1000/i/317a2225180050755715a514ed18c8054a5c784ac07d521712de12d88faf32f6/Severance-serie-Apple-TV-www.culturageek.com_.ar-2-1-scaled-e1649432668184.jpg" /> <img width="1600" height="1075" width_o="1600" height_o="1075" data-src="https://freight.cargo.site/t/original/i/38660b87d90873b21d623f863bffb8958676c37f79a40ff10805b7cd8c932bc8/IMG_0443-2_MDR-Team-Photo.jpg" data-mid="253818031" border="0" alt="My Season 2 finale party team photo" data-caption="My Season 2 finale party team photo" src="https://freight.cargo.site/w/1000/i/38660b87d90873b21d623f863bffb8958676c37f79a40ff10805b7cd8c932bc8/IMG_0443-2_MDR-Team-Photo.jpg" /> High-priority items included character-defining assets like custom badges and pins, alongside the most recognizable environmental elements that anchor the world of Lumon: the green floor, the MDR terminal, and the food. Secondary items were props designated for planned activities, such as Miss Huang’s red ball and the board speaker. <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/c264e88737537c34aa12e045bd9fb3e5969ee491d6d64f5b65635c6051b4ac38/IMG_9941_Lumon-Pin.jpg" data-mid="253818164" border="0" src="https://freight.cargo.site/w/1000/i/c264e88737537c34aa12e045bd9fb3e5969ee491d6d64f5b65635c6051b4ac38/IMG_9941_Lumon-Pin.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/df248571b9ae46afbae1faa5075eaf2b2722cdd1ade9b7888cb2a6eb642e6c39/IMG_9940_Teardrop-Pin_sq.jpg" data-mid="253818044" border="0" src="https://freight.cargo.site/w/1000/i/df248571b9ae46afbae1faa5075eaf2b2722cdd1ade9b7888cb2a6eb642e6c39/IMG_9940_Teardrop-Pin_sq.jpg" /> <img width="1420" height="1420" width_o="1420" height_o="1420" data-src="https://freight.cargo.site/t/original/i/9af6c1628b04798d0b2cf3f2ec761606fee5a9382dfc82cb0842af172acca1ab/IMG_4329_Board-Speaker.jpg" data-mid="253818440" border="0" src="https://freight.cargo.site/w/1000/i/9af6c1628b04798d0b2cf3f2ec761606fee5a9382dfc82cb0842af172acca1ab/IMG_4329_Board-Speaker.jpg" /><img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/c4e30abd47e255fa14fbb5598b9169bf43d736042358b9e191ce8ac2f64092ea/IMG_4067_Green-Floor-Wide-Shot.jpg" data-mid="253818050" border="0" src="https://freight.cargo.site/w/1000/i/c4e30abd47e255fa14fbb5598b9169bf43d736042358b9e191ce8ac2f64092ea/IMG_4067_Green-Floor-Wide-Shot.jpg" /> World Building Through Design It was of utmost importance to replicate the design language of Lumon because the corporation acts as a dominating character of the show–a faceless villain–mysterious and unsettling. The graphic style of Lumon draws heavily from mid-century bureaucratic documents and 1970s pharmaceutical branding. I tracked down and utilized the show's exact typefaces to design the custom materials: Manifold Extended CF for the wall signage, Forma DJR for the invite and music menu and Input sans for the iconic Hang in There! poster. Forma DJR, which is used on all internal documents, looks almost friendly, but in context feels soulless and passive aggressive, creating the perfect atmosphere of corporate oppression. To replicate the printed collateral, I first digitized the core Lumon brand system. I vectorized the primary Lumon globe logo and the teardrop icon, matched the exact color codes, and organized the typography into a brand asset library to maintain visual consistency across multiple props and touchpoints. <img width="1082" height="642" width_o="1082" height_o="642" data-src="https://freight.cargo.site/t/original/i/613ab4c779f8e1d5082b89ed1ed3921380aaf686d9d394814031961e8946ddb2/Artboard-1-copy-6.jpg" data-mid="253818161" border="0" src="https://freight.cargo.site/w/1000/i/613ab4c779f8e1d5082b89ed1ed3921380aaf686d9d394814031961e8946ddb2/Artboard-1-copy-6.jpg" /><img width="1082" height="642" width_o="1082" height_o="642" data-src="https://freight.cargo.site/t/original/i/030cda7d8c263956efd8cf80e0f34168cc2827fd5497ac9ba8111d5438c2e8c0/Artboard-1-copy-7.jpg" data-mid="253818162" border="0" src="https://freight.cargo.site/w/1000/i/030cda7d8c263956efd8cf80e0f34168cc2827fd5497ac9ba8111d5438c2e8c0/Artboard-1-copy-7.jpg" /> <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/4216df68038e2ee4a2f887f16b081d29ceb036ace55b853bab0c54ec3963141a/Chikhai-Bardo.jpg" data-mid="253818124" border="0" alt="Season 2 Chikhai Bardo cards" data-caption="Season 2 Chikhai Bardo cards" src="https://freight.cargo.site/w/1000/i/4216df68038e2ee4a2f887f16b081d29ceb036ace55b853bab0c54ec3963141a/Chikhai-Bardo.jpg" /> <img width="3897" height="2594" width_o="3897" height_o="2594" data-src="https://freight.cargo.site/t/original/i/0340e5ddc3ea63d28352ed57cdbc624664914de2c2e2325a8876411cfd78aa4f/IMG_0242.jpeg" data-mid="253818064" border="0" src="https://freight.cargo.site/w/1000/i/0340e5ddc3ea63d28352ed57cdbc624664914de2c2e2325a8876411cfd78aa4f/IMG_0242.jpeg" /> <img width="3222" height="2382" width_o="3222" height_o="2382" data-src="https://freight.cargo.site/t/original/i/ecb158807f0ed8d5b2a6989a860489862fb922b28be28fcd5c5d83bfaf0871c0/IMG_0244.jpg" data-mid="253818056" border="0" src="https://freight.cargo.site/w/1000/i/ecb158807f0ed8d5b2a6989a860489862fb922b28be28fcd5c5d83bfaf0871c0/IMG_0244.jpg" /> PropsUsing this asset library I created, I started designing and producing all the print materials in my home design studio. Things quickly came to life like the laminated green music menu that Helly uses to select “defiant jazz” for the party in season 1, room signs set in the futuristic Manifold font throughout the set of the severed floor, the missing Miss Casey flyers and the mysterious goat eye charts. For large items and high fidelity prints such as Rickon’s book and Dylan’s Hang in There! poster, I had them professionally printed. <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/fdf5c49ed7dffd42d5d3e568c99ecfad16620624e2359a3dd704de64b4590c2c/Music-Menu.jpg" data-mid="253818131" border="0" alt="Season 1, Helly R. holding a music menu" data-caption="Season 1, Helly R. holding a music menu" src="https://freight.cargo.site/w/1000/i/fdf5c49ed7dffd42d5d3e568c99ecfad16620624e2359a3dd704de64b4590c2c/Music-Menu.jpg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/0d637f4234f27a7ab00f07f1d7c570f9ab2d215a861945fe129b06ae9b91376e/IMG_0412.jpeg" data-mid="253818167" border="0" src="https://freight.cargo.site/w/1000/i/0d637f4234f27a7ab00f07f1d7c570f9ab2d215a861945fe129b06ae9b91376e/IMG_0412.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/9f9ebb4b97bc2d0e307e0a777c82289905091f7c95762d9740618ed8af66c537/IMG_0420.jpg" data-mid="253818055" border="0" src="https://freight.cargo.site/w/1000/i/9f9ebb4b97bc2d0e307e0a777c82289905091f7c95762d9740618ed8af66c537/IMG_0420.jpg" /> <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/d38506a8ac5bf29d3b5a73bd767c86702ccb2076314e41eebdae6a907c3aa34e/Missing-Ms-Casey.jpg" data-mid="253818130" border="0" alt="Season 2, Mark S. holding the missing Ms. Casey flyer" data-caption="Season 2, Mark S. holding the missing Ms. Casey flyer" src="https://freight.cargo.site/w/1000/i/d38506a8ac5bf29d3b5a73bd767c86702ccb2076314e41eebdae6a907c3aa34e/Missing-Ms-Casey.jpg" /> <img width="1440" height="1921" width_o="1440" height_o="1921" data-src="https://freight.cargo.site/t/original/i/08145da4fe297b07f7f5b642d8142c3ca6d5615f7f2fe1ec339a313346979566/IMG_2538_Flyer.jpg" data-mid="253818037" border="0" src="https://freight.cargo.site/w/1000/i/08145da4fe297b07f7f5b642d8142c3ca6d5615f7f2fe1ec339a313346979566/IMG_2538_Flyer.jpg" /> <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/3966b397a87d19f6e79a156d46a5bd3b9c11050ebb18d09ba741e098c46ee96c/Hang-in-There.jpg" data-mid="253818128" border="0" alt="Season 2, Hang in There! poster" data-caption="Season 2, Hang in There! poster" src="https://freight.cargo.site/w/1000/i/3966b397a87d19f6e79a156d46a5bd3b9c11050ebb18d09ba741e098c46ee96c/Hang-in-There.jpg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/a685104602d65a933cdd04ec2ce1f0e19d9ac092393e8f51038bdecb439c1fe8/IMG_0352.jpeg" data-mid="253818060" border="0" src="https://freight.cargo.site/w/1000/i/a685104602d65a933cdd04ec2ce1f0e19d9ac092393e8f51038bdecb439c1fe8/IMG_0352.jpeg" /> <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/b0cff701b25b0b2266d17a015fc198d91a5871646e89d69a5835bcd3b82be7c2/Goat-Eye-Tests.jpg" data-mid="253818126" border="0" alt="Season 2, Miss Casey with goat eye charts" data-caption="Season 2, Miss Casey with goat eye charts" src="https://freight.cargo.site/w/1000/i/b0cff701b25b0b2266d17a015fc198d91a5871646e89d69a5835bcd3b82be7c2/Goat-Eye-Tests.jpg" /> <img width="1079" height="1440" width_o="1079" height_o="1440" data-src="https://freight.cargo.site/t/original/i/3022f02448eb11405eabc366686bb1ad6aad89e3a0bd9922236b547e96d2bd6f/IMG_8631_Goat-eye-tests.jpg" data-mid="253818042" border="0" src="https://freight.cargo.site/w/1000/i/3022f02448eb11405eabc366686bb1ad6aad89e3a0bd9922236b547e96d2bd6f/IMG_8631_Goat-eye-tests.jpg" /> Ricken’s book, The You You Are was the most challenging, tedious, and rewarding item to create. It is an absurd, overly profound self help book, written by the main character’s self absorbed brother in law. In the show, viewers only see the front cover so I had the creative freedom of making the back and two inside jackets to make the prop come to life. Using an existing red hardback book as a base, I measured and mapped out the dimensions so the new custom jacket would fit perfectly. Apple TV’s marketing team had previously released a brief digital excerpt, which gave me a great deal of excellent source material to pull from and expand upon. I matched every typeface and drop shadow, wrote a satirical author bio and note, and pulled reviews from real fans on Apple Books. Once professionally printed, I hand-cut, scored, and wrapped the jacket at home. <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/1da6c3b779fd9ad7e31d3e67b4450e444a1b7976eff5ef1d40f5bd1241257ef4/The-You-You-Are.jpg" data-mid="253818133" border="0" alt="Season 1, Milchick reading &quot;The You You Are&quot;" data-caption="Season 1, Milchick reading &quot;The You You Are&quot;" src="https://freight.cargo.site/w/1000/i/1da6c3b779fd9ad7e31d3e67b4450e444a1b7976eff5ef1d40f5bd1241257ef4/The-You-You-Are.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/75a86b6e8811cbb55b47a1c00c5d7098129a8b2c0680d956f02f7620a1dd4e47/IMG_4319_Book-on-table.jpg" data-mid="253818034" border="0" src="https://freight.cargo.site/w/1000/i/75a86b6e8811cbb55b47a1c00c5d7098129a8b2c0680d956f02f7620a1dd4e47/IMG_4319_Book-on-table.jpg" /> <img width="759" height="1012" width_o="759" height_o="1012" data-src="https://freight.cargo.site/t/original/i/84df4982cebfcda2026ead333e038d1defff3209523894d395275ea82f793db8/The-You_Edit-2.jpg" data-mid="253818365" border="0" src="https://freight.cargo.site/w/759/i/84df4982cebfcda2026ead333e038d1defff3209523894d395275ea82f793db8/The-You_Edit-2.jpg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/5e7acf6e4882f704b663e4ab12994f5dac4ef4b067852799c026214d44f103ce/IMG_0355.jpeg" data-mid="253818068" border="0" src="https://freight.cargo.site/w/1000/i/5e7acf6e4882f704b663e4ab12994f5dac4ef4b067852799c026214d44f103ce/IMG_0355.jpeg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/e8a3fa5f12b7d35502a9e1e8e22b14cc8da08149fa3bdb4fd1f85805657ccc76/IMG_0421.jpeg" data-mid="253818069" border="0" src="https://freight.cargo.site/w/1000/i/e8a3fa5f12b7d35502a9e1e8e22b14cc8da08149fa3bdb4fd1f85805657ccc76/IMG_0421.jpeg" /> <img width="1536" height="2048" width_o="1536" height_o="2048" data-src="https://freight.cargo.site/t/original/i/49287ef809f2e4652708581cd8e8b687709dfbc3f18c5d2bfe062d47d50f191e/IMG_2565.JPG" data-mid="253818073" border="0" src="https://freight.cargo.site/w/1000/i/49287ef809f2e4652708581cd8e8b687709dfbc3f18c5d2bfe062d47d50f191e/IMG_2565.JPG" /> <img width="1536" height="2048" width_o="1536" height_o="2048" data-src="https://freight.cargo.site/t/original/i/fc8c91647058264aae3e680dde557109646e06d71a90328f6a4b0c3b708545d9/IMG_2566.JPG" data-mid="253818075" border="0" src="https://freight.cargo.site/w/1000/i/fc8c91647058264aae3e680dde557109646e06d71a90328f6a4b0c3b708545d9/IMG_2566.JPG" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/2012b2d6c10059c1d4c788cba0b0c85190c6ac446e7ef5f251c3f89eb8dc8f7e/IMG_2567_edit.jpg" data-mid="253818312" border="0" src="https://freight.cargo.site/w/1000/i/2012b2d6c10059c1d4c788cba0b0c85190c6ac446e7ef5f251c3f89eb8dc8f7e/IMG_2567_edit.jpg" /> To stretch the budget, reduce unused material and get the exact color matches, I created the Lumon staff ID badges by hand. I repurposed old cards using spray paint and acrylics, and sourced paracord in the exact shades of Macrodata Refinement blue and Optics &amp; Design green. Using a standard hole punch, sculpted silver wire, and spare keyrings, I assembled the lanyards one by one. I wanted attendees to leave with something as well, so as a party favor, everyone received a Lumon blue balloon featuring their own faces, inspired by the ones Mark S. receives from Mr. Milchick. Did you know you could apply temporary tattoos on latex balloons? I prototyped the guest portraits at various scales and contrasts to ensure clarity, sourced the precise corporate blue balloons, located a cost-effective local helium supplier, and hand-applied the graphics. They were a huge hit! <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/0a5e885dbef62d7261f075bb287a7b1a408cf0873ea77b4863681599788e2995/Balloons.jpg" data-mid="253818123" border="0" alt="Season 2, Mark S. with welcome back balloons" data-caption="Season 2, Mark S. with welcome back balloons" src="https://freight.cargo.site/w/1000/i/0a5e885dbef62d7261f075bb287a7b1a408cf0873ea77b4863681599788e2995/Balloons.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/9bc04082e330e70c6254b0e0e025db307d9ee4e33ac9ddfcb599294d62638c86/IMG_2547_Ceiling.jpg" data-mid="253818173" border="0" src="https://freight.cargo.site/w/1000/i/9bc04082e330e70c6254b0e0e025db307d9ee4e33ac9ddfcb599294d62638c86/IMG_2547_Ceiling.jpg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/5b3cd342d01052e93c58ee903c9aec1049f02b82b7dcb2fa7d5eaabe0fdf8bb7/IMG_0096.jpeg" data-mid="253818078" border="0" src="https://freight.cargo.site/w/1000/i/5b3cd342d01052e93c58ee903c9aec1049f02b82b7dcb2fa7d5eaabe0fdf8bb7/IMG_0096.jpeg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/78e83be585082c78c061583f2618d4147047d9cb0b26eee44714ccb6112bdb29/IMG_9716.jpeg" data-mid="253818090" border="0" src="https://freight.cargo.site/w/1000/i/78e83be585082c78c061583f2618d4147047d9cb0b26eee44714ccb6112bdb29/IMG_9716.jpeg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/4936a4294b9f38e177b4950c7da0583eddac5f573528c6a7e0d47614432516ea/IMG_9719.jpeg" data-mid="253818097" border="0" src="https://freight.cargo.site/w/1000/i/4936a4294b9f38e177b4950c7da0583eddac5f573528c6a7e0d47614432516ea/IMG_9719.jpeg" /> <img width="1536" height="2048" width_o="1536" height_o="2048" data-src="https://freight.cargo.site/t/original/i/4d4a403bf2b16651978ccdab04ec7e12bbf271f7149a620db8821ab06197caf0/IMG_8664.jpeg" data-mid="253818110" border="0" src="https://freight.cargo.site/w/1000/i/4d4a403bf2b16651978ccdab04ec7e12bbf271f7149a620db8821ab06197caf0/IMG_8664.jpeg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/761ae10be3c34c0c6527ecce9e587d73723e8bf1f5df4d7cf31869e9abb06b5b/IMG_4315_Helly.jpg" data-mid="253818100" border="0" src="https://freight.cargo.site/w/1000/i/761ae10be3c34c0c6527ecce9e587d73723e8bf1f5df4d7cf31869e9abb06b5b/IMG_4315_Helly.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/3f2a50dbb6b2f4c0f47fff04487f6d3b3b22a02368acad941f6617ed674e3f5d/IMG_0436-2_Eteng_Vert.jpg" data-mid="253818926" border="0" src="https://freight.cargo.site/w/1000/i/3f2a50dbb6b2f4c0f47fff04487f6d3b3b22a02368acad941f6617ed674e3f5d/IMG_0436-2_Eteng_Vert.jpg" /> For the floor treatment I enlisted the help of my friend who suggested utilizing seamless green-screen photography backdrops. Coincidentally, the chroma-key green was an exact match with the color of the carpet from Severance's MDR set! I sourced the perfect dimensions for just $35. This required traveling to B&amp;H on 9th Ave and 34th and then maneuvering a 8ft tube through the subway during rush hour traffic back to my home near Prospect Park. It was entirely worth the effort—the results speak for itself. [video here] <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/cbf63d6cfe401de1281fab4505b4365214ff88df761a09c47b7ea33a6b7b1111/Greenfloor.jpg" data-mid="253818127" border="0" alt="Green carpet from the Macrodata Refinement room" data-caption="Green carpet from the Macrodata Refinement room" src="https://freight.cargo.site/w/1000/i/cbf63d6cfe401de1281fab4505b4365214ff88df761a09c47b7ea33a6b7b1111/Greenfloor.jpg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/2e3c4541de14c8cde637ffad90a130463a4d03eddd50e51b052cf654d6e786ac/IMG_0378.jpeg" data-mid="253818115" border="0" src="https://freight.cargo.site/w/1000/i/2e3c4541de14c8cde637ffad90a130463a4d03eddd50e51b052cf654d6e786ac/IMG_0378.jpeg" /> <img width="1956" height="1467" width_o="1956" height_o="1467" data-src="https://freight.cargo.site/t/original/i/b6fb43bc53ad634beaf03c4e0365667ec8d71651dd6bbf0632434f49bfcf3c9c/IMG_1872_Staff.jpg" data-mid="253818032" border="0" src="https://freight.cargo.site/w/1000/i/b6fb43bc53ad634beaf03c4e0365667ec8d71651dd6bbf0632434f49bfcf3c9c/IMG_1872_Staff.jpg" /> Experience DesignThe actual event needed to feel incredibly fun and immersive–a tribute to the quality and brilliance of the show. I kicked things off by sending out digital invitations that were designed to look like Lumon Industries paperwork. I composed a severe sounding message to send alongside it. <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/f83033aa79b8abbc3bb4e11b44835793eb50e2ca93cd78d8c2c1ff9eb886815d/Invite.jpg" data-mid="253818129" border="0" alt="Checklist from Lumon" data-caption="Checklist from Lumon" src="https://freight.cargo.site/w/1000/i/f83033aa79b8abbc3bb4e11b44835793eb50e2ca93cd78d8c2c1ff9eb886815d/Invite.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/31d6e26677caeef9431d865d948b1e1ca352db84ca5d187b9ce349895c72de66/Artboard-2blue-lines.jpg" data-mid="253818456" border="0" src="https://freight.cargo.site/w/1000/i/31d6e26677caeef9431d865d948b1e1ca352db84ca5d187b9ce349895c72de66/Artboard-2blue-lines.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b9c0cb32e1a45f4f9a955a46c14e3887864e5596bbf961d2bbca69b59686ef99/b.png" data-mid="253818053" border="0" src="https://freight.cargo.site/w/1000/i/b9c0cb32e1a45f4f9a955a46c14e3887864e5596bbf961d2bbca69b59686ef99/b.png" /> In an authoritative corporate tone, it read: Corporate Mandate: Severance Season 2 Finale Viewing Dear Valued Team Member, Per corporate mandate, you are hereby summoned to an after-hours engagement at [REDACTED] on March 21 at 6 PM for an authorized screening of the Severance Season 2 finale. Approved provisions (food &amp; beverages) will be available, and proper attire (costumes) is compulsory. Nonattendance is, of course, a personal choice–one that will be documented accordingly. With authorized enthusiasm,Management&nbsp;When guests RSVP’d, I replied as Lumon, bureaucratic and cold. <img width="903" height="719" width_o="903" height_o="719" data-src="https://freight.cargo.site/t/original/i/2690010b8d7ec613830b075b6e7239b47b9b018aa4d4a4ef318b3b692e61b29c/watermelon.png" data-mid="253818134" border="0" data-scale="51" src="https://freight.cargo.site/w/903/i/2690010b8d7ec613830b075b6e7239b47b9b018aa4d4a4ef318b3b692e61b29c/watermelon.png" /> Many of the guests got the message and played along in the days leading up to the event, building anticipation and mystery. <img width="903" height="337" width_o="903" height_o="337" data-src="https://freight.cargo.site/t/original/i/b78a329510d8b6ae34cfe62c334c05bbabe96770cdb64c98f5ff1f7c87a6909a/Milchick.png" data-mid="253818135" border="0" data-scale="51" src="https://freight.cargo.site/w/903/i/b78a329510d8b6ae34cfe62c334c05bbabe96770cdb64c98f5ff1f7c87a6909a/Milchick.png" /> On the night of the finale, guests arrived and looked incredible–in large part because what started as a casual watch party quickly became a casting call. Though it was a big ask for guests to come dressed in cosplay as the characters, especially for those who didn’t know other people, it allowed for an easier icebreaker with strangers and a more immersive experience. <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d6e096269acdc5004b7733bb7113f614965e4827e8b6acf268ba4264715b140d/IMG_1819-2_Full-party.jpg" data-mid="253818136" border="0" src="https://freight.cargo.site/w/1000/i/d6e096269acdc5004b7733bb7113f614965e4827e8b6acf268ba4264715b140d/IMG_1819-2_Full-party.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/16d75a26d6561f95992408da7df21b2b052dc12eb3fb1a8620c0f7c1c5396c3c/IMG_4313_Helly.jpg" data-mid="253818137" border="0" src="https://freight.cargo.site/w/1000/i/16d75a26d6561f95992408da7df21b2b052dc12eb3fb1a8620c0f7c1c5396c3c/IMG_4313_Helly.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/383073df8b40612195d798d8c1b8c6fba51c91a7ceb3b15b72664edccfe0859e/IMG_1900-2_Reghabi.jpg" data-mid="253818139" border="0" src="https://freight.cargo.site/w/1000/i/383073df8b40612195d798d8c1b8c6fba51c91a7ceb3b15b72664edccfe0859e/IMG_1900-2_Reghabi.jpg" /> The night’s itinerary was full: we recreated the ball game led by Miss Huang, toasted over “reintegration shots” made of ginger juice and rum served by the character Reghabi, conducted wellness sessions with Miss Casey. We even had call with the board to conclude the evening. <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/461461b6c6ba4106701b460162d27d1b700efceda89056cb5508a7d04da56634/Ball-Game.jpg" data-mid="253818122" border="0" alt="Season 2, Episode 1 ball game" data-caption="Season 2, Episode 1 ball game" src="https://freight.cargo.site/w/1000/i/461461b6c6ba4106701b460162d27d1b700efceda89056cb5508a7d04da56634/Ball-Game.jpg" /> <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b94228fd33cdcf7e2f638a4a5fa159465f69b9cc0cf668401a40c5250fd6562a/IMG_0448-2_Ball-Game.jpg" data-mid="253818144" border="0" src="https://freight.cargo.site/w/1000/i/b94228fd33cdcf7e2f638a4a5fa159465f69b9cc0cf668401a40c5250fd6562a/IMG_0448-2_Ball-Game.jpg" /> <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/14f744adf28aa1c52f889fbdc70f8a8587618d357206087d0ae6bdc9001aee40/Shots.jpg" data-mid="253818140" border="0" alt="Reintegration drink from Season 2, Episode 5" data-caption="Reintegration drink from Season 2, Episode 5" src="https://freight.cargo.site/w/1000/i/14f744adf28aa1c52f889fbdc70f8a8587618d357206087d0ae6bdc9001aee40/Shots.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/b83ca37772db6d29f777eb0265b7e388d548da9307eeec9ea643acc3bf874a4a/Shot.jpg" data-mid="253818141" border="0" src="https://freight.cargo.site/w/1000/i/b83ca37772db6d29f777eb0265b7e388d548da9307eeec9ea643acc3bf874a4a/Shot.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/1c33e2f40a6d78edd0c5ace18a4ed273cfe0a42d474e76951bdcfa4acee5cb0d/Shots_Reghabi.jpg" data-mid="253818142" border="0" src="https://freight.cargo.site/w/1000/i/1c33e2f40a6d78edd0c5ace18a4ed273cfe0a42d474e76951bdcfa4acee5cb0d/Shots_Reghabi.jpg" /> Throughout the night, guests interacted with a physical MDR desk terminal I set up, complete with a custom file-refining game where they could capture numbers that felt scary. Food was inspired directly from the show: we had an egg bar, carved melon balls and a late-night waffle party served by Mr. Milchick himself. <img width="2049" height="901" width_o="2049" height_o="901" data-src="https://freight.cargo.site/t/original/i/546529956e3fcf3115c2aa03dc7ff5065788335c0f0d54ccbc77dc5bce3c3ad4/Food.jpg" data-mid="253818125" border="0" alt="Season 2 Episode 5 melon" data-caption="Season 2 Episode 5 melon" src="https://freight.cargo.site/w/1000/i/546529956e3fcf3115c2aa03dc7ff5065788335c0f0d54ccbc77dc5bce3c3ad4/Food.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a5b917eade0c4e914d43bef4a96f6dded5ac8ad2fe6faf52bce8585f2e6f1ec4/IMG_1109_Waffles.jpg" data-mid="253818143" border="0" src="https://freight.cargo.site/w/1000/i/a5b917eade0c4e914d43bef4a96f6dded5ac8ad2fe6faf52bce8585f2e6f1ec4/IMG_1109_Waffles.jpg" /> <img width="1080" height="1440" width_o="1080" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a2d537dda0b8fc0dc71ee179c277e9f3137dc16b7469498f0e8eeea01905c2ff/IMG_8635_Food.jpg" data-mid="253818063" border="0" src="https://freight.cargo.site/w/1000/i/a2d537dda0b8fc0dc71ee179c277e9f3137dc16b7469498f0e8eeea01905c2ff/IMG_8635_Food.jpg" /> <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0c32d20a4818a6b9e29094b29d7779a5a3e0ef5d1532e3b95f9d579cf3398e9d/IMG_8641_Group.jpg" data-mid="253818155" border="0" src="https://freight.cargo.site/w/1000/i/0c32d20a4818a6b9e29094b29d7779a5a3e0ef5d1532e3b95f9d579cf3398e9d/IMG_8641_Group.jpg" /> The Outcomes Following the event, I posted videos to document the work I did and the party itself. One of the videos generated over 30K views and caught the attention and praise of Severance cast members. Additionally, Eteng Ettah, a guest at the party, invited me to speak as a guest on the Severance episode of her award winning TV podcast Consider This For Comfort which became the podcast’s most-listened-to episode to date. <img width="1054" height="1870" width_o="1054" height_o="1870" data-src="https://freight.cargo.site/t/original/i/6f9c59102d7b02df1c75d07a0cb415446b592652d0f5e56df4e938859dfb56ef/Screenshot-2026-08-28-at-3.33.35-PM.png" data-mid="253818146" border="0" alt="Consider this for Comfort cover" data-caption="Consider this for Comfort cover" src="https://freight.cargo.site/w/1000/i/6f9c59102d7b02df1c75d07a0cb415446b592652d0f5e56df4e938859dfb56ef/Screenshot-2026-08-28-at-3.33.35-PM.png" /> <img width="1052" height="1876" width_o="1052" height_o="1876" data-src="https://freight.cargo.site/t/original/i/b4683d28a8bc5adadbf52eece3148d5f123aeff3504248067fc1a39d06d4ca7f/Screenshot-2026-08-28-at-3.32.48-PM.png" data-mid="253818145" border="0" alt="Reel to promote the episode" data-caption="Reel to promote the episode" src="https://freight.cargo.site/w/1000/i/b4683d28a8bc5adadbf52eece3148d5f123aeff3504248067fc1a39d06d4ca7f/Screenshot-2026-08-28-at-3.32.48-PM.png" /> Bonus TrackAs if creating 40+ items for the event wasn’t enough, I simultaneously launched an Etsy shop where I listed my designs as digital downloads so that other fans hosting their own Severance parties could use and enjoy them. This side project took on its own life as the season progressed, ultimately generating enough revenue to entirely recoup my original production budget. As a result of the shop, the video and sharing my work on this event, I have since received inbound client requests to license my design work and to produce custom props for&nbsp; independent projects. Praise Kier! <img width="2400" height="401" width_o="2400" height_o="401" data-src="https://freight.cargo.site/t/original/i/111e48dc9ebbe438843a447c707fac29dc4d43ef304db0067ebf870313cce5b6/Artboard-1-copy-4title-c.jpg" data-mid="253818148" border="0" src="https://freight.cargo.site/w/1000/i/111e48dc9ebbe438843a447c707fac29dc4d43ef304db0067ebf870313cce5b6/Artboard-1-copy-4title-c.jpg" /> <img width="1202" height="1201" width_o="1202" height_o="1201" data-src="https://freight.cargo.site/t/original/i/d62a29f6ec194ebfd451ab924c37a3b35682a7b36b3a663af3f3c376a1a819b8/Artboard-30-copy-42x-80.jpg" data-mid="253818152" border="0" src="https://freight.cargo.site/w/1000/i/d62a29f6ec194ebfd451ab924c37a3b35682a7b36b3a663af3f3c376a1a819b8/Artboard-30-copy-42x-80.jpg" /> <img width="1202" height="1201" width_o="1202" height_o="1201" data-src="https://freight.cargo.site/t/original/i/5e65086bc9bf019bb02bbf843b2bf1d8629aba0a6c16309bd9493d38d6859620/Artboard-30-copy-32x.png" data-mid="253818154" border="0" src="https://freight.cargo.site/w/1000/i/5e65086bc9bf019bb02bbf843b2bf1d8629aba0a6c16309bd9493d38d6859620/Artboard-30-copy-32x.png" /> <img width="602" height="601" width_o="602" height_o="601" data-src="https://freight.cargo.site/t/original/i/3bee415e720a06ac3cc5f73662bfcc1c8aef5b86bfec2564dbed4709d68b9b79/Artboard-30-copy-5.jpg" data-mid="253818153" border="0" src="https://freight.cargo.site/w/602/i/3bee415e720a06ac3cc5f73662bfcc1c8aef5b86bfec2564dbed4709d68b9b79/Artboard-30-copy-5.jpg" /> <img width="1201" height="1201" width_o="1201" height_o="1201" data-src="https://freight.cargo.site/t/original/i/933ae09f32bd40a3771c8c59c9ef21e3d86a88cdc633474182a43ed4d5af531a/Artboard-4-copy-10n.jpg" data-mid="253818149" border="0" src="https://freight.cargo.site/w/1000/i/933ae09f32bd40a3771c8c59c9ef21e3d86a88cdc633474182a43ed4d5af531a/Artboard-4-copy-10n.jpg" /> https://wowitswendy.com/Depop-Live-NYC Tue, 03 Nov 2026 16:00:50 +0000 Wow, it's Wendy! https://wowitswendy.com/Depop-Live-NYC Depop LIVE — New York Depop brought its app to life in SoHo for its first major North American retail activation: a free, two-day experience open to the public, with vendor stalls, talks, workshops, and performances. ServicesGraphic Design <img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/bad7614a374aff60a3054e1267e9dd92c7cb111c47a2ff034356753e329e81f6/dedpop-live_panel-close.jpeg" data-mid="254076753" border="0" src="https://freight.cargo.site/w/1000/i/bad7614a374aff60a3054e1267e9dd92c7cb111c47a2ff034356753e329e81f6/dedpop-live_panel-close.jpeg" /> <img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/364d0ae8a0b27b8d80781384c2123892784358d817cc4695a532a4e889fb70fa/dedpop-live_panel-1.jpeg" data-mid="254076752" border="0" src="https://freight.cargo.site/w/1000/i/364d0ae8a0b27b8d80781384c2123892784358d817cc4695a532a4e889fb70fa/dedpop-live_panel-1.jpeg" /> <img width="2500" height="2000" width_o="2500" height_o="2000" data-src="https://freight.cargo.site/t/original/i/0dd32acc738c75602d8d48442fef94033f65feaef9ac54f97aa65235af9ede61/dedpop-live_closeup.jpeg" data-mid="254076751" border="0" src="https://freight.cargo.site/w/1000/i/0dd32acc738c75602d8d48442fef94033f65feaef9ac54f97aa65235af9ede61/dedpop-live_closeup.jpeg" /> I worked on the design team for the event, contributing to merch, environmental signage, and digital ads promoting the weekend. It was a large, fast-paced effort—a team of many people working across London and New York—and an introduction to what large-scale event design actually demands and the satifaction of a job well done. <img width="3456" height="1916" width_o="3456" height_o="1916" data-src="https://freight.cargo.site/t/original/i/734042866d3b83b4ce5cd6b73d83168e9df0bc04cff8e91af338bf80651cf8d3/DEPOP-LIVE-11-03-2026_12_00_PM.png" data-mid="253957971" border="0" src="https://freight.cargo.site/w/1000/i/734042866d3b83b4ce5cd6b73d83168e9df0bc04cff8e91af338bf80651cf8d3/DEPOP-LIVE-11-03-2026_12_00_PM.png" /><img width="2500" height="1669" width_o="2500" height_o="1669" data-src="https://freight.cargo.site/t/original/i/f2d454d853cf9c5ce37eb90eb633aba3abe69fdeacc9b7ca1d0fc8cdc0e1470c/dedpop-live_screen-printing-station.jpeg" data-mid="254076755" border="0" src="https://freight.cargo.site/w/1000/i/f2d454d853cf9c5ce37eb90eb633aba3abe69fdeacc9b7ca1d0fc8cdc0e1470c/dedpop-live_screen-printing-station.jpeg" /> https://wowitswendy.com/United-Nations-Clean-Seas-Campaign Sat, 15 Dec 2018 00:49:04 +0000 Wow, it's Wendy! https://wowitswendy.com/United-Nations-Clean-Seas-Campaign Turning the Tide Against Plastic The United Nations Environmental Programme launched the Clean Seas campaign with the aim of engaging governments, the general public, civil society and the private sector in the fight against marine plastic pollution. The campaign had many parts, but it started with an interactive dome in New York City which later travelled to Nairobi, Kenya. Thousands of people including delegates from around the world visited the dome and pledged to fight pollution in the ocean. The dome featured an VR experience by the Lonely Whale Foundation and Dell where participants could witness what ocean life experiences as a result of our pollution. Celebrities like Ellie Goulding and Adrian Grenier promoted the campaign and served as UNEP goodwill ambassadors. The UNEP also partnered with the Volvo Ocean Race where a team raced the Clean Seas sailing yacht to some of the most remote regions of the world spreading the message, educating young sailors and conducting scientific research on microplastics. Clean Seas Campaign&nbsp;Website Volvo Ocean Race Video Clean Seas Campaign&nbsp;Launch Video ServicesBranding, Graphic Design, Event Production Studio The Public Society Photography Josiah Werning, Beau Outteridge, Richard Edwards, James Blake <img width="2976" height="2001" width_o="2976" height_o="2001" data-src="https://freight.cargo.site/t/original/i/c48efa2509d2aca40c09e508cba08e79caeddb55e1eb53ad29e7fb0e42feccc0/CleanSeas_Exhibit_028.JPG" data-mid="30983276" border="0" src="https://freight.cargo.site/w/1000/i/c48efa2509d2aca40c09e508cba08e79caeddb55e1eb53ad29e7fb0e42feccc0/CleanSeas_Exhibit_028.JPG" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/0f60f17dd304c104ed202f2f4df3765d52c9e99664d5e13e40991ded5152572d/CleanSeas_Exhibit_020.JPG" data-mid="30667165" border="0" src="https://freight.cargo.site/w/1000/i/0f60f17dd304c104ed202f2f4df3765d52c9e99664d5e13e40991ded5152572d/CleanSeas_Exhibit_020.JPG" /> <img width="4167" height="2085" width_o="4167" height_o="2085" data-src="https://freight.cargo.site/t/original/i/95bc807fd5c73f59012624578e426fe521867e7348969bb911bb519c6eb41d1d/Project_TPS_Cleanseas_Logo-on-BG-02.jpg" data-mid="37008798" border="0" src="https://freight.cargo.site/w/1000/i/95bc807fd5c73f59012624578e426fe521867e7348969bb911bb519c6eb41d1d/Project_TPS_Cleanseas_Logo-on-BG-02.jpg" /> As a part of the identity team, I helped design the CleanSeas logo (including several options, the runner up version and the final version). The logo embodies both the subject of marine plastic and the metaphor about our ability to turn change the course of ocean pollution. Our logo features a wave that is formed by gathering dots in different shades and density. The dots are a representation of microplastics, the most prevalent plastic debris found in the sea. The negative space within the wave mark illustrates a plastic bottle, the most universally recognized representation of plastic waste. Sketches<img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/3ffd6e091795c91f45c2f7a683dc2efa2b0a98e7e3b23c7f918589fee18d61a8/Sketches-Animation.gif" data-mid="40423770" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/3ffd6e091795c91f45c2f7a683dc2efa2b0a98e7e3b23c7f918589fee18d61a8/Sketches-Animation.gif" /> Runner Up<img width="4167" height="4167" width_o="4167" height_o="4167" data-src="https://freight.cargo.site/t/original/i/cbdb239690fea2ac77b79cea703523624adf88438fd8928a52e646451f54c9d2/Project_TPS_Cleanseas_Logo-on-BG-05.jpg" data-mid="40423781" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/cbdb239690fea2ac77b79cea703523624adf88438fd8928a52e646451f54c9d2/Project_TPS_Cleanseas_Logo-on-BG-05.jpg" /> Final Identity <img width="8334" height="5096" width_o="8334" height_o="5096" data-src="https://freight.cargo.site/t/original/i/aaf10f78495d31b97ae11f6b46f63afba81e7634bf13ed599815f652f3321c01/Project_TPS_Cleanseas_Logo-on-BG-03.png" data-mid="37288885" border="0" src="https://freight.cargo.site/w/1000/i/aaf10f78495d31b97ae11f6b46f63afba81e7634bf13ed599815f652f3321c01/Project_TPS_Cleanseas_Logo-on-BG-03.png" /> Typography &amp; Color <img width="8334" height="4167" width_o="8334" height_o="4167" data-src="https://freight.cargo.site/t/original/i/6e4b63f5c8e3af200ee39d147bcdbbf356b436fab119f2dde50d1d16c517283f/UNE17_001-Brand-Guide_20170304-01.jpg" data-mid="40426618" border="0" src="https://freight.cargo.site/w/1000/i/6e4b63f5c8e3af200ee39d147bcdbbf356b436fab119f2dde50d1d16c517283f/UNE17_001-Brand-Guide_20170304-01.jpg" /> <img width="8334" height="4167" width_o="8334" height_o="4167" data-src="https://freight.cargo.site/t/original/i/d1e6f97dbf7477127117424884e7714ae43e0972cc08e9721891f78f1ef341cb/UNE17_001-Brand-Guide_20170304_Color-01.png" data-mid="40374182" border="0" src="https://freight.cargo.site/w/1000/i/d1e6f97dbf7477127117424884e7714ae43e0972cc08e9721891f78f1ef341cb/UNE17_001-Brand-Guide_20170304_Color-01.png" /> Applications <img width="8334" height="4167" width_o="8334" height_o="4167" data-src="https://freight.cargo.site/t/original/i/d2f1a6b69f9d7b456552399aafecd8c2d06a2c2f5adb2c2bcc1cb1d4c286c8f2/UNE17_001-Brand-Guide_20170304_Use-01.png" data-mid="40374252" border="0" src="https://freight.cargo.site/w/1000/i/d2f1a6b69f9d7b456552399aafecd8c2d06a2c2f5adb2c2bcc1cb1d4c286c8f2/UNE17_001-Brand-Guide_20170304_Use-01.png" /> United Nations EventVideo:&nbsp;Clean Seas in&nbsp;Nairobi, Kenya with Ellie Goulding Video:&nbsp;Clean Seas in NYC with Adrian Grenier <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/cdc99ab70e700ce460eed86d75dbef1e5ef2f647743f141e86c05364781c1703/CleanSeas_Exhibit_034.JPG" data-mid="30667260" border="0" src="https://freight.cargo.site/w/1000/i/cdc99ab70e700ce460eed86d75dbef1e5ef2f647743f141e86c05364781c1703/CleanSeas_Exhibit_034.JPG" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/3c798be19ce233452506860d3e2d5883e61319bed5d38a591e8cb4e62b6762c3/CleanSeas_Exhibit_048.JPG" data-mid="31033260" border="0" src="https://freight.cargo.site/w/1000/i/3c798be19ce233452506860d3e2d5883e61319bed5d38a591e8cb4e62b6762c3/CleanSeas_Exhibit_048.JPG" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/2430a940772baeaaa8049f081a7dd8c21b857db525905dac6630fc2622000854/CleanSeas_Exhibit_051.JPG" data-mid="30668120" border="0" src="https://freight.cargo.site/w/1000/i/2430a940772baeaaa8049f081a7dd8c21b857db525905dac6630fc2622000854/CleanSeas_Exhibit_051.JPG" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/0c3bb9f2120fa2f53d6242d1db25f0f02c59d78f4db39fe9a1130766c14b5590/23157251_1615452178474996_374729371972632644_o_Cropped2.jpeg" data-mid="37008396" border="0" src="https://freight.cargo.site/w/1000/i/0c3bb9f2120fa2f53d6242d1db25f0f02c59d78f4db39fe9a1130766c14b5590/23157251_1615452178474996_374729371972632644_o_Cropped2.jpeg" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/f8aebae03e737d1eb6cb3dd294958bbe258836db99af5f1a6050b91f25df91be/CleanSeas_Exhibit_024.JPG" data-mid="31033241" border="0" src="https://freight.cargo.site/w/1000/i/f8aebae03e737d1eb6cb3dd294958bbe258836db99af5f1a6050b91f25df91be/CleanSeas_Exhibit_024.JPG" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/f415b22988b1068f3c94fd014686facfd2a067ba227089195b6c5ae4e554b66b/CleanSeas_Exhibit_032.JPG" data-mid="30667167" border="0" src="https://freight.cargo.site/w/1000/i/f415b22988b1068f3c94fd014686facfd2a067ba227089195b6c5ae4e554b66b/CleanSeas_Exhibit_032.JPG" /> Volvo Ocean Race <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/71d3ec05300dd7142f670906fccd989e545284901e30fa82cf20437b61e530e3/Dave-Hansen-I-think_AR-180519748.jpg" data-mid="30667164" border="0" src="https://freight.cargo.site/w/1000/i/71d3ec05300dd7142f670906fccd989e545284901e30fa82cf20437b61e530e3/Dave-Hansen-I-think_AR-180519748.jpg" /> <img width="2867" height="2000" width_o="2867" height_o="2000" data-src="https://freight.cargo.site/t/original/i/5cbdbf115af6aa55c4e2b966849838c33f5c3202abb5abfa205f9dac61bcf4ae/James-Blake_32480672_1808448849175327_6457610898654625792_o-larger.jpeg" data-mid="37008056" border="0" src="https://freight.cargo.site/w/1000/i/5cbdbf115af6aa55c4e2b966849838c33f5c3202abb5abfa205f9dac61bcf4ae/James-Blake_32480672_1808448849175327_6457610898654625792_o-larger.jpeg" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/13eddd0bee06dbfe558561776cdebdb3bb0eb37b1ec00128d9b923f9335f6f86/26872043_146982209312523_6497320955092664320_n1.jpg" data-mid="30983675" border="0" src="https://freight.cargo.site/w/1000/i/13eddd0bee06dbfe558561776cdebdb3bb0eb37b1ec00128d9b923f9335f6f86/26872043_146982209312523_6497320955092664320_n1.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/403382c6d0224bd291b52a6a56d20c2a5797afc84a3153e9126e685e252bc747/Richard-Edwards_36228764_1857573510929527_2031879994728251392_o-larger.jpg" data-mid="37008106" border="0" src="https://freight.cargo.site/w/1000/i/403382c6d0224bd291b52a6a56d20c2a5797afc84a3153e9126e685e252bc747/Richard-Edwards_36228764_1857573510929527_2031879994728251392_o-larger.jpg" /> <img width="2999" height="2000" width_o="2999" height_o="2000" data-src="https://freight.cargo.site/t/original/i/6e3e011d10241806593ed603ecc0ab0135910f8686e2b04d537220fc49f36a0c/25299750_1656207387732808_1630130281744186049_o-larger.jpg" data-mid="37008159" border="0" src="https://freight.cargo.site/w/1000/i/6e3e011d10241806593ed603ecc0ab0135910f8686e2b04d537220fc49f36a0c/25299750_1656207387732808_1630130281744186049_o-larger.jpg" /> <img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/da7689562c24f0d56e2a486ece9b8f9d35952e2bda399bd53ae37213fcf4542b/21458280_1573133029373578_2642519133989432410_o.jpg" data-mid="37007807" border="0" src="https://freight.cargo.site/w/1000/i/da7689562c24f0d56e2a486ece9b8f9d35952e2bda399bd53ae37213fcf4542b/21458280_1573133029373578_2642519133989432410_o.jpg" /> Video:&nbsp;Clean Seas&nbsp;Two Year Anniversay Video Behind the Scenes <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/1c14e45be9836f826aaa8151c2231a65b0a6b07f8660af89a10a7e3ec31e0ecb/CleanSeas_Exhibit_004.JPG" data-mid="154833660" border="0" src="https://freight.cargo.site/w/1000/i/1c14e45be9836f826aaa8151c2231a65b0a6b07f8660af89a10a7e3ec31e0ecb/CleanSeas_Exhibit_004.JPG" /> <img width="5312" height="2988" width_o="5312" height_o="2988" data-src="https://freight.cargo.site/t/original/i/a47ac9025a293ef1374612e30a5806930a1f448d0ea1306dba8e398bf8cfc948/0607171022a.jpg" data-mid="154833925" border="0" src="https://freight.cargo.site/w/1000/i/a47ac9025a293ef1374612e30a5806930a1f448d0ea1306dba8e398bf8cfc948/0607171022a.jpg" /> <img width="3264" height="1836" width_o="3264" height_o="1836" data-src="https://freight.cargo.site/t/original/i/587d5753900f1a65d4b74a7838ad96779519077109bd2fddb22fa93eacad67c5/0603171453f.jpg" data-mid="154833924" border="0" src="https://freight.cargo.site/w/1000/i/587d5753900f1a65d4b74a7838ad96779519077109bd2fddb22fa93eacad67c5/0603171453f.jpg" /> <img width="3000" height="2002" width_o="3000" height_o="2002" data-src="https://freight.cargo.site/t/original/i/dc9f8fe4625e76b8da0cfc63f22342623b0e06d907d1b08454770e469a2ee154/CleanSeas_Exhibit_010.JPG" data-mid="154834086" border="0" src="https://freight.cargo.site/w/1000/i/dc9f8fe4625e76b8da0cfc63f22342623b0e06d907d1b08454770e469a2ee154/CleanSeas_Exhibit_010.JPG" /> https://wowitswendy.com/Brand-New-Conference-Afterparty Wed, 26 Mar 2025 17:09:23 +0000 Wow, it's Wendy! https://wowitswendy.com/Brand-New-Conference-Afterparty Brand New Conference After-Party — New York, September 2013The Brand New Conference is a one-day event organized by UnderConsideration, focused on the practice of corporate and brand identity—a direct extension of the popular Brand New blog, with speakers from global consultancies, in-house teams, and small firms. In 2013, it took place on Friday, September 13 at the SVA Theatre in New York. ServicesArt Direction, Event Production, Graphic Design, Vendor Coordination, Photobooth Setup &amp; Event Staffing <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/f163ba7606146c14bac5d232ec4357dd32519ecd9a4fea8d5aeaf4b2cba5ea55/bn_2013_083_9774971325_o.jpg" data-mid="253958899" border="0" src="https://freight.cargo.site/w/1000/i/f163ba7606146c14bac5d232ec4357dd32519ecd9a4fea8d5aeaf4b2cba5ea55/bn_2013_083_9774971325_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/3702777b2e6ae11b70a25bdbf09134d57946172652e0b3ec4d30f816c18437c3/bn_2013_008_9775068813_o.jpg" data-mid="253958898" border="0" src="https://freight.cargo.site/w/1000/i/3702777b2e6ae11b70a25bdbf09134d57946172652e0b3ec4d30f816c18437c3/bn_2013_008_9775068813_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/3499d2d32392192c15d49eda1505ba3811768f6e70c89a803e5f799811644ca9/bn_2013_109_9774968425_o.jpg" data-mid="253958902" border="0" src="https://freight.cargo.site/w/1000/i/3499d2d32392192c15d49eda1505ba3811768f6e70c89a803e5f799811644ca9/bn_2013_109_9774968425_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/644600379a413869b98aa6b10e8a847e4cf7d1d54791c23967a1305923e093d8/bn_2013_158_9774992356_o.jpg" data-mid="253958903" border="0" src="https://freight.cargo.site/w/1000/i/644600379a413869b98aa6b10e8a847e4cf7d1d54791c23967a1305923e093d8/bn_2013_158_9774992356_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/561b8a8ebfa296eb7845bb5ee475face900af15642d8b75952f6cc39b852f453/bn_2013_382_9774969746_o.jpg" data-mid="253958907" border="0" src="https://freight.cargo.site/w/1000/i/561b8a8ebfa296eb7845bb5ee475face900af15642d8b75952f6cc39b852f453/bn_2013_382_9774969746_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/e3c82501751d66fd5d7f6a3185088b23ddba624ed8d32caebd1aed0566969ed5/bn_2013_420_9774749321_o.jpg" data-mid="253959022" border="0" src="https://freight.cargo.site/w/1000/i/e3c82501751d66fd5d7f6a3185088b23ddba624ed8d32caebd1aed0566969ed5/bn_2013_420_9774749321_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/8ac2f73a7a271460fd5cb517aab3883950f260be0b06edb763d95318d29c5831/bn_2013_439_9774745551_o.jpg" data-mid="253959024" border="0" src="https://freight.cargo.site/w/1000/i/8ac2f73a7a271460fd5cb517aab3883950f260be0b06edb763d95318d29c5831/bn_2013_439_9774745551_o.jpg" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/a55450515ef80d158551c885a9b9ab466599550238660d505f4c59a78f79a69f/bn_2013_433_9774935985_o.jpg" data-mid="253959023" border="0" src="https://freight.cargo.site/w/1000/i/a55450515ef80d158551c885a9b9ab466599550238660d505f4c59a78f79a69f/bn_2013_433_9774935985_o.jpg" /> That date—Friday the 13th—set the tone for the after-party. The Public Society, the after-party sponsor, staged a photo booth built around gory tools of the design trade. I developed the props and led design and production, coordinated with the venue, and managed the lighting setup and the makeshift booth itself—including automating the booth's image output with a Friday the 13th logo we recreated. Props were designed and printed, then mounted on foam core, cut, and painted by hand. The best part was watching people have so much fun with it. <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/469d708829d779c1e60ccceee78daff1fe130273c0d7cb80f121972121d8231c/IMG_6212.jpg" data-mid="253958793" border="0" src="https://freight.cargo.site/w/1000/i/469d708829d779c1e60ccceee78daff1fe130273c0d7cb80f121972121d8231c/IMG_6212.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/57b760a5994eb9041e7d84c6fa4fc2985d859bfd70c0d2938d53e3729472b566/IMG_6123.jpg" data-mid="228826849" border="0" src="https://freight.cargo.site/w/1000/i/57b760a5994eb9041e7d84c6fa4fc2985d859bfd70c0d2938d53e3729472b566/IMG_6123.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/40340d8b810ee743cc8f1d39baf6585827d5f8c5b2fa07081bc48e452c8df600/9801927013_f29712f46b_o.jpg" data-mid="253959019" border="0" src="https://freight.cargo.site/w/1000/i/40340d8b810ee743cc8f1d39baf6585827d5f8c5b2fa07081bc48e452c8df600/9801927013_f29712f46b_o.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/72dd2c77abadd9eb4d0bcc088d6a43ecc993efe96d59e0043f9e1b6759cff847/9801851335_85a6c5162d_o.jpg" data-mid="253959077" border="0" src="https://freight.cargo.site/w/1000/i/72dd2c77abadd9eb4d0bcc088d6a43ecc993efe96d59e0043f9e1b6759cff847/9801851335_85a6c5162d_o.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/37508f6e97131470e7255794cff20d7bd5922999da3e3d6e9942a7f6842784eb/IMG_6161.jpg" data-mid="228826850" border="0" src="https://freight.cargo.site/w/1000/i/37508f6e97131470e7255794cff20d7bd5922999da3e3d6e9942a7f6842784eb/IMG_6161.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/09cd8d040ff867f43c9603d54a8f57cebc962a1f21c229cbe5d0ffadb1eeba38/IMG_6282.jpg" data-mid="228826853" border="0" src="https://freight.cargo.site/w/1000/i/09cd8d040ff867f43c9603d54a8f57cebc962a1f21c229cbe5d0ffadb1eeba38/IMG_6282.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/4df3e6291c4eff1a222743223f6fd6958f38b234348e48505f5937f86053a1e0/IMG_6279.jpg" data-mid="228826852" border="0" src="https://freight.cargo.site/w/1000/i/4df3e6291c4eff1a222743223f6fd6958f38b234348e48505f5937f86053a1e0/IMG_6279.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/541b41b917b4e6e7bf5f39b4b836c2c66c2bb649e50082b5c856402518c9431e/IMG_6098.jpg" data-mid="228826848" border="0" src="https://freight.cargo.site/w/1000/i/541b41b917b4e6e7bf5f39b4b836c2c66c2bb649e50082b5c856402518c9431e/IMG_6098.jpg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/fccc87b43b52f8a6165636fbeef5d2e1c227cea6724c88bdafa14580d4358a0c/9801870524_377f2a733d_o.jpg" data-mid="253959078" border="0" src="https://freight.cargo.site/w/1000/i/fccc87b43b52f8a6165636fbeef5d2e1c227cea6724c88bdafa14580d4358a0c/9801870524_377f2a733d_o.jpg" /> https://wowitswendy.com/Graphics-for-Social Sun, 12 Jan 2025 01:55:16 +0000 Wow, it's Wendy! https://wowitswendy.com/Graphics-for-Social Graphics for Social Media A collection of posts I designed for various projects and clients. ServicesGraphic Design, Photography, Photo Collage <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/1ee481cfcca5c7656c735616fe2638109778191af53f138c13f570a4179235cf/WIWD_Outlandish_IG-Post_Draft-9.png" data-mid="238620364" border="0" src="https://freight.cargo.site/w/1000/i/1ee481cfcca5c7656c735616fe2638109778191af53f138c13f570a4179235cf/WIWD_Outlandish_IG-Post_Draft-9.png" /> <img width="2388" height="2388" width_o="2388" height_o="2388" data-src="https://freight.cargo.site/t/original/i/ca1b2fc979182bb287b5c0844a9ed3d9c73965025bbdcf953981b39373488c9c/_Night-of-Nettle_Invite_Square.png" data-mid="228415318" border="0" src="https://freight.cargo.site/w/1000/i/ca1b2fc979182bb287b5c0844a9ed3d9c73965025bbdcf953981b39373488c9c/_Night-of-Nettle_Invite_Square.png" /> <img width="1025" height="1025" width_o="1025" height_o="1025" data-src="https://freight.cargo.site/t/original/i/990f5f203ab2836aacd890e66b9e165f7b2f6a6d50c96fd7a36bb37e5fdecc60/Mugwort-Masquerade_Final.png" data-mid="224585595" border="0" src="https://freight.cargo.site/w/1000/i/990f5f203ab2836aacd890e66b9e165f7b2f6a6d50c96fd7a36bb37e5fdecc60/Mugwort-Masquerade_Final.png" /> <img width="769" height="769" width_o="769" height_o="769" data-src="https://freight.cargo.site/t/original/i/ca0e8adf55bab8f17fb57ddfe2cff045b9db07aef6e2d882e262955f41c0636e/1124-Natural-Dye-Workshop.png" data-mid="224585593" border="0" src="https://freight.cargo.site/w/769/i/ca0e8adf55bab8f17fb57ddfe2cff045b9db07aef6e2d882e262955f41c0636e/1124-Natural-Dye-Workshop.png" /> <img width="960" height="960" width_o="960" height_o="960" data-src="https://freight.cargo.site/t/original/i/6787bd24c30d2496b2877c97ffbd968d7874f698911d8ec85baaaf07c87593e0/AAWW_Heartbreak-and-the-Fractured-Family.jpg" data-mid="224586086" border="0" src="https://freight.cargo.site/w/960/i/6787bd24c30d2496b2877c97ffbd968d7874f698911d8ec85baaaf07c87593e0/AAWW_Heartbreak-and-the-Fractured-Family.jpg" /> <img width="960" height="960" width_o="960" height_o="960" data-src="https://freight.cargo.site/t/original/i/03effb85bc1e560dff477d10f0ce547d1137654a17873de579c4865dea6cda7e/AAWW_Unreal-Real.jpg" data-mid="224586088" border="0" src="https://freight.cargo.site/w/960/i/03effb85bc1e560dff477d10f0ce547d1137654a17873de579c4865dea6cda7e/AAWW_Unreal-Real.jpg" /> <img width="960" height="960" width_o="960" height_o="960" data-src="https://freight.cargo.site/t/original/i/8f4ebd7a78eb96d5f1dd4a780114837e6b3dd05995e4c16197a022b79fcb662b/AAWW_Sabina-Murray.jpg" data-mid="224586087" border="0" src="https://freight.cargo.site/w/960/i/8f4ebd7a78eb96d5f1dd4a780114837e6b3dd05995e4c16197a022b79fcb662b/AAWW_Sabina-Murray.jpg" /> https://wowitswendy.com/Yesterqueers Wed, 10 Apr 2024 18:47:41 +0000 Wow, it's Wendy! https://wowitswendy.com/Yesterqueers Yesterqueers Branding Case Study Coming Soon! ServicesBranding, Art direction, Web design, Graphic designPhotographyHuebner Headshots <img width="2000" height="1334" width_o="2000" height_o="1334" data-src="https://freight.cargo.site/t/original/i/59d1b2c71eebc60752281ac1aed0a30f5f5d427b43213430bc60cb1aaef9926c/_MG_9595websize.jpg" data-mid="223558990" border="0" src="https://freight.cargo.site/w/1000/i/59d1b2c71eebc60752281ac1aed0a30f5f5d427b43213430bc60cb1aaef9926c/_MG_9595websize.jpg" /> <img width="1837" height="1036" width_o="1837" height_o="1036" data-src="https://freight.cargo.site/t/original/i/52b12e932b577ef767229793f58f546283c8e7aae13eae371bafe8d7d9f31a18/Stacked-in-White-on-Rainbow-copy-2.jpg" data-mid="208702334" border="0" src="https://freight.cargo.site/w/1000/i/52b12e932b577ef767229793f58f546283c8e7aae13eae371bafe8d7d9f31a18/Stacked-in-White-on-Rainbow-copy-2.jpg" /> <img width="2000" height="1334" width_o="2000" height_o="1334" data-src="https://freight.cargo.site/t/original/i/83c7e2f3045bf168872d9b003ceefd5f252b9f6dc0e768e13eed1ecaeee663d7/_MG_8323websize.jpg" data-mid="240951920" border="0" src="https://freight.cargo.site/w/1000/i/83c7e2f3045bf168872d9b003ceefd5f252b9f6dc0e768e13eed1ecaeee663d7/_MG_8323websize.jpg" /> https://wowitswendy.com/Prisoners-Legal-Services Fri, 06 Aug 2021 04:12:22 +0000 Wow, it's Wendy! https://wowitswendy.com/Prisoners-Legal-Services Rebranding an 40+ Year Old Reputable OrganizationThe Prisoners’ Legal Services rebrand was created to reflect exceptional work that PLS has done–not just for their clients–but for society at large. OverviewOver the course of 3-4 weeks I conducted a comprehensive discovery phase complete with branding workshops, discussions and an organization survey in order to carefully craft their visual brand system. With their clients, board and NY State in mind we uncovered meaningful messages that we wanted to tell through our design choices. Along the way, we focused in on three powerful traits that PLS embodied: trustworthy, dedicated and experienced. In the end I designed elements of the system such as a new logo, fonts, colors, hand writing, photography, and photographic treatment. Services Art Direction, Branding Strategy, Brand Design, Graphic Design <img width="1201" height="676" width_o="1201" height_o="676" data-src="https://freight.cargo.site/t/original/i/6f99ee865759d6ada58408a3b0bdc6d763707d49c2089dbee892726093588e90/_PLS_Type_5_Lowercase-for-website-41.jpg" data-mid="131439494" border="0" src="https://freight.cargo.site/w/1000/i/6f99ee865759d6ada58408a3b0bdc6d763707d49c2089dbee892726093588e90/_PLS_Type_5_Lowercase-for-website-41.jpg" /> “Wendy was patient, thoughtful, creative and very easy to work with. She was also extremely prepared and timely in any promised deliverables. We are very happy with the final product. If you are looking for someone who will take the time to work with your organization to come up with a unique branding that conveys your purpose and mission, I would highly recommend Wendy!” Karen Murtagh Executive Director at Prisoners’ Legal Services <img width="3000" height="2250" width_o="3000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/2260d5f66b074c595b2fea05c62e49f1e31f7bb999da65df3c853aea04d0c27c/Web_Home.jpg" data-mid="115521790" border="0" src="https://freight.cargo.site/w/1000/i/2260d5f66b074c595b2fea05c62e49f1e31f7bb999da65df3c853aea04d0c27c/Web_Home.jpg" /> What we uncovered: 1. We bring justice to New York prisons.&nbsp;PLS focuses on the New York State prisons and the incarcerated individuals within them. We bring the courthouse to our clients and focus on addressing the issues they face. We were created out of the Attica uprising because, at that time, no one else was responding to the issues that led to the uprising. A big part of what drives us is to prevent another Attica. 2. Many small actions lead to big change. PLS engages in direct action. The majority of our work focuses on our individual clients. The letters we receive from our clients and the critical issues we work on are the core of who we are as an organization. The result of working on many individual client cases is broad systemic change that benefits all incarcerated New Yorkers.3. We believe in humanity. We believe that PLS acts as a lighthouse– lighting the way for those that may find themselves in rough waters. We respond to our clients when no one else does, even when our answer is “I’m sorry, we can’t help you.” This is because we believe that they matter–that they count. We believe in their ability to raise themselves up and we try to give them every opportunity we can. <img width="1201" height="422" width_o="1201" height_o="422" data-src="https://freight.cargo.site/t/original/i/bee4c4ab7cdc3dea291f6dcc85e2ba90fa5bb72548efdd0ca373aa3acfcd346f/_PLS_Type_5_Lowercase-for-website-42-42.jpg" data-mid="154345182" border="0" src="https://freight.cargo.site/w/1000/i/bee4c4ab7cdc3dea291f6dcc85e2ba90fa5bb72548efdd0ca373aa3acfcd346f/_PLS_Type_5_Lowercase-for-website-42-42.jpg" /> Before &amp; After LogoTwo major goals of the logo redesign bring PLS into 2021 and make something that was simple and easy to reproduce. The new logo uses the abbreviation ‘Pls’ which is set in sentence case (the first letter is capitalized and the rest are lowercase). The use of sentence case tells the story of the actual letters PLS receives from their clients as nearly all of them written in sentence case. ‘Pls’ also can be read as a shorthand for the word “please”– a polite adverb embedded in correspondence from their clients. Finally, the sentence case design echos the often cordial tone and relationship PLS has with those writing to them. <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/5fa88be9c9fb4e1ae67de1b87e90a7858d12e0b28ad177de482534b50bad03fe/PLS_Visual-Branding-Guidelines_V1_materials-01.png" data-mid="115558367" border="0" src="https://freight.cargo.site/w/1000/i/5fa88be9c9fb4e1ae67de1b87e90a7858d12e0b28ad177de482534b50bad03fe/PLS_Visual-Branding-Guidelines_V1_materials-01.png" /> <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/289e038efda91849c92d1104f11ec38a790c6c53422f234bfc3460dfabc4fb0c/PLS_Visual-Branding-Guidelines_V1_stationary2-01.png" data-mid="115558592" border="0" src="https://freight.cargo.site/w/1000/i/289e038efda91849c92d1104f11ec38a790c6c53422f234bfc3460dfabc4fb0c/PLS_Visual-Branding-Guidelines_V1_stationary2-01.png" /> <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/162cedd2246000d7c159400dfb24f71cfc6f22b671519dfbe69ba55c14779a52/PLS_Visual-Branding-Guidelines_V1_stationary-01.png" data-mid="115558593" border="0" src="https://freight.cargo.site/w/1000/i/162cedd2246000d7c159400dfb24f71cfc6f22b671519dfbe69ba55c14779a52/PLS_Visual-Branding-Guidelines_V1_stationary-01.png" /> <img width="3840" height="5760" width_o="3840" height_o="5760" data-src="https://freight.cargo.site/t/original/i/d4e2151b8f242def3ac9cd2fa8fb23c67b42ebafc507948f603bb6f23ae8a61b/Poster2.jpg" data-mid="115521808" border="0" src="https://freight.cargo.site/w/1000/i/d4e2151b8f242def3ac9cd2fa8fb23c67b42ebafc507948f603bb6f23ae8a61b/Poster2.jpg" /> <img width="3840" height="5760" width_o="3840" height_o="5760" data-src="https://freight.cargo.site/t/original/i/9bdeed4dc3255938cbc92d72a2be3607a27c288cadd2b60e1903e68d5ed8f9d8/Poster_a.jpg" data-mid="115521806" border="0" src="https://freight.cargo.site/w/1000/i/9bdeed4dc3255938cbc92d72a2be3607a27c288cadd2b60e1903e68d5ed8f9d8/Poster_a.jpg" /> HandwritingBy using traced excerpts from the actual letters PLS receives, we could visually and emotionally communicate the central part of their work. By reading the words and seeing the handwriting of PLS’ clients, audiences get a direct window into the human side of incarceration. We chose to include this because it shares one of our most important values: we believe in humanity. <img width="1500" height="675" width_o="1500" height_o="675" data-src="https://freight.cargo.site/t/original/i/36555e28d48f873df953b66e36826428a43ed7069f54f19b1a490712620e8b84/Social-with-facts_4b.jpg" data-mid="115522119" border="0" src="https://freight.cargo.site/w/1000/i/36555e28d48f873df953b66e36826428a43ed7069f54f19b1a490712620e8b84/Social-with-facts_4b.jpg" /> <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/61d8cbf3d16a732f8e5d85ca0f83a085d5734691f3f822c7b22c526360235279/PLS_Visual-Branding-Guidelines_V1_secondary-color-01.png" data-mid="115557074" border="0" src="https://freight.cargo.site/w/1000/i/61d8cbf3d16a732f8e5d85ca0f83a085d5734691f3f822c7b22c526360235279/PLS_Visual-Branding-Guidelines_V1_secondary-color-01.png" /> ColorEvery design decision was made with great care and color was no exception. We selected the colors white and navy as the primary pallete. We chose white because it references the courthouses and thus the idea of justice. Additionally white, along with yellow, symbolizes PLS being the light/lighthouse that shows the way while the navy blue represents the ocean. The light blue represents the sky and the idea of looking up while teal is energetic and represents positivity. <img width="929" height="1080" width_o="929" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c71c93f724257214491288aeb7ea4471119c650e6d2912511211ec0ac674110d/a4f684a1eca68acd2c22a2bf7724d2fd.jpeg" data-mid="131418950" border="0" src="https://freight.cargo.site/w/929/i/c71c93f724257214491288aeb7ea4471119c650e6d2912511211ec0ac674110d/a4f684a1eca68acd2c22a2bf7724d2fd.jpeg" /> <img width="3456" height="5184" width_o="3456" height_o="5184" data-src="https://freight.cargo.site/t/original/i/d3f934b3dc0f7bc30ef15598a858d81665f2dfdc284eef8fc40432fdd7e2b326/josue-escoto-eXEbGKcvtCo-unsplash.jpg" data-mid="131440490" border="0" src="https://freight.cargo.site/w/1000/i/d3f934b3dc0f7bc30ef15598a858d81665f2dfdc284eef8fc40432fdd7e2b326/josue-escoto-eXEbGKcvtCo-unsplash.jpg" /> <img width="5929" height="3952" width_o="5929" height_o="3952" data-src="https://freight.cargo.site/t/original/i/e0a9a42e2ed0251017398975f81e7b409dd3014df227713bbdd22e250a8df3f4/jesse-collins-ICXMkhRdquA-unsplash.jpg" data-mid="131418884" border="0" src="https://freight.cargo.site/w/1000/i/e0a9a42e2ed0251017398975f81e7b409dd3014df227713bbdd22e250a8df3f4/jesse-collins-ICXMkhRdquA-unsplash.jpg" /> Photography The tone of PLS imagery is clean, optimistic and hopeful. We opted for bright, uplifting imagery over somber, dark imagery of law libraries, courthouses or prisons. In images of the courthouse, we chose images that direct the eye upwards especially if there is a blue sky visible. When it came to showing people, we used deeply compassionate and inspiring images instead of indifferent, depressing or hopeless ones. https://wowitswendy.com/Bridge-Performance Wed, 26 Jan 2022 19:20:49 +0000 Wow, it's Wendy! https://wowitswendy.com/Bridge-Performance Bridging the Gap Case Study Co-founders Amy and Astrid and I worked together on a website to mark the launch of their first fitness and wellness gym. The website introduces their unique combination of community, strength training and physical therapy while making it easier for anyone—at any age or level—to join. We wanted the website to not only to establish a virtual homebase, but to convey their expertise and generate new leads thus taking some work off of their extremely full plates. In the early days while Amy and Astrid spent their days securing their gym’s new address, I started the process. We aimed to make a website that would be at once beautiful, easy to use, and future proof.&nbsp; ServicesBrand Strategy, Art Direction, UX/UI, Web Design, Graphic Design &nbsp; Photographer Brianna Marico <img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/8c09c6e836cb8968327d60735dde1eaf62cae3dd439fd3ac5eb94f399fd35961/Just-laptop.jpg" data-mid="132298434" border="0" src="https://freight.cargo.site/w/1000/i/8c09c6e836cb8968327d60735dde1eaf62cae3dd439fd3ac5eb94f399fd35961/Just-laptop.jpg" /> <img width="4320" height="3240" width_o="4320" height_o="3240" data-src="https://freight.cargo.site/t/original/i/6ceb6dddd2364c9e3e62844ea21ec303e1f862eccf1e32408418c82a2a36a76e/Iphone-Mockup_BP.jpg" data-mid="132297889" border="0" src="https://freight.cargo.site/w/1000/i/6ceb6dddd2364c9e3e62844ea21ec303e1f862eccf1e32408418c82a2a36a76e/Iphone-Mockup_BP.jpg" /> “We had spent hours trying on Squarespace experimenting and found ourselves frustrated and overwhelmed by how many options there were. We had done branding exercises, but had no idea of how to communicate these things in a cohesive way that said who we were and what we offered. That's when Wendy saved the day.”Astrid CastenedaCo-Founder of Bridge Performance <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/fbd2e24794bc7cbb1953763f41126bdd1ea1ac463788de967134fa25824afc1e/IMG_9765-copy.jpg" data-mid="143013861" border="0" src="https://freight.cargo.site/w/1000/i/fbd2e24794bc7cbb1953763f41126bdd1ea1ac463788de967134fa25824afc1e/IMG_9765-copy.jpg" /> In The BeginningBefore any designing began, I reviewed their branding and facilitated conversations where we took a deep dive on their mission, vision and approach to training while paying special attention to what qualities make them unique. One of those qualities was the way that Amy and Astrid strive to make an inclusive business where their clients feel seen and cared for. They founded their gym because they saw a common issue in the fitness industry where coaching and workouts often force people to conform to unrealistic and unsustainable standards that lead most people to burn out or give up. They had a different approach to completely change that. Bridge Performance uses a community based and holistic approach to training and they prioritize their relationships with their clients. They take the care and time to learn about their clients and explain things. If someone wants to lose weight, they don't want to just give them a diet and workout, but instead try and change their relationship with food. If someone struggles with accountability, social group classes are there to encourage, motivate and support them. If someone is experiencing pain, they don’t make them opt out of movement, but give them tailored exercises they can do to get out of pain. In Amy’s words: “It’s in the way we coach, communicate, educate, we don't want to just send you away sweaty, we want to make sure we are pushing you towards wellness autonomy.” Their passion, methodology and approach broadened my understanding of their work and left me genuinely inspired. After we had these early conversations, Amy and Astrid understood their business in enlightening new ways. Together, we were able to define objectives like what is the purpose of their website and what is most important to communicate through it. <img width="4320" height="3240" width_o="4320" height_o="3240" data-src="https://freight.cargo.site/t/original/i/b4ecd3458afafeb35931ca04b811537b5c3b047e7a69d149569d5b90bf19e624/Iphone-Mockup_Testimonial.jpg" data-mid="143030735" border="0" src="https://freight.cargo.site/w/1000/i/b4ecd3458afafeb35931ca04b811537b5c3b047e7a69d149569d5b90bf19e624/Iphone-Mockup_Testimonial.jpg" /> Learning more about our audienceJust as Amy and Astrid cater to the unique needs of their clients, the website was designed to address the specific needs of its visitors. The main mission of the website is to attract new clients. This started with identifying exactly who their audience is and what they look for in a gym. I started by conducting a workshop to create personas (fictional representations based on different types of clients) to understand their audiences' different needs. Amy and Astrid already had a group of very dedicated clients, majority of which identified as female. These individuals were ready to join Bridge Performance, so we created one persona to represent them, another for semi-regular clients and a final persona for new potential clients. The potential clients would ideally include everyone, but to get specific, we developed this third persona to represent people over 50 years old who have heard of BP through word of mouth and were interested in learning more. Through the workshop, we discovered that they view fitness as anti-aging and are very keen to have a workout routine. They have a fitness mentality that “an object in motion stays in motion and an object at rest stays at rest”. However, the overwhelming majority of this group find weightlifting very intimidating and want to feel comfort, safety and very personalized instruction.&nbsp; <img width="981" height="981" width_o="981" height_o="981" data-src="https://freight.cargo.site/t/original/i/19d2fd2eb46d2fb401f23b73ad848c9c9ed4ee475f4b7c4454e6fff5881b4497/IMG_9358.jpg" data-mid="143013898" border="0" src="https://freight.cargo.site/w/981/i/19d2fd2eb46d2fb401f23b73ad848c9c9ed4ee475f4b7c4454e6fff5881b4497/IMG_9358.jpg" /> <img width="1067" height="1067" width_o="1067" height_o="1067" data-src="https://freight.cargo.site/t/original/i/f59a2ad6cfd4e11fd80db44f84f0e07781f42874a9c8711a4e7234f79d8212a3/IMG_9365.jpg" data-mid="143013897" border="0" src="https://freight.cargo.site/w/1000/i/f59a2ad6cfd4e11fd80db44f84f0e07781f42874a9c8711a4e7234f79d8212a3/IMG_9365.jpg" /> The goals for the website really took shape after the workshop and we made it an objective to be inclusive of older individuals especially because much of the fitness industry either overlooks or completely erases them. We believe that when you see yourself represented, you feel seen and welcomed so we gathered authentic testimonials from clients over 50 and used inclusive language and photography. We showcased their client Shelly–a 72 year old woman who had two total knee replacements–and used her image and testimonial on the homepage. We set up a photoshoot where we used Amy and Astrid’s real clients who spanned all ages and backgrounds. We featured older clients working out in group classes amongst younger clients and participating in all aspects of the gym culture. <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/b69e81328e123e2142ea1e4fbb0922faff77b6d4a2935b97f08c409bd77e62f0/IMG_9760_20.jpg" data-mid="143124914" border="0" src="https://freight.cargo.site/w/1000/i/b69e81328e123e2142ea1e4fbb0922faff77b6d4a2935b97f08c409bd77e62f0/IMG_9760_20.jpg" /> “Wendy took the time to get to know us, our business and where we wanted the business to go.”Astrid CastenedaCo-Founder of Bridge Performance <img width="2500" height="1875" width_o="2500" height_o="1875" data-src="https://freight.cargo.site/t/original/i/20e7cdbc1fbb655f43e94492e7eff042295ffd1522b9086b3e961d6cff570145/Matrix.jpg" data-mid="143031832" border="0" src="https://freight.cargo.site/w/1000/i/20e7cdbc1fbb655f43e94492e7eff042295ffd1522b9086b3e961d6cff570145/Matrix.jpg" /> Positioning Bridge Performance’s existing branding had attributes like fresh, strong, energetic and vibrant. While we kept to those adjectives, we wanted to position the brand as warm, inclusive and welcoming. After a quick market analysis of 12 national and local fitness gyms, we conducted a positioning workshop to understand how Bridge Performance could stand out in the market. We found that on the national level we were strongly aligned with a brand like Classpass whose website felt modern, friendly and easy to use, while we opposed brands like LA Fitness which felt dated, uninspiring and conventional. On a local level, we were felt closest to Crowncity Crossfit and Sancuary Fitness and furthest from Hardcore Fitness Pasadena. We gravitated towards Crowncity Crossfit’s messaging and photography which felt uplifting and inclusive. Meanwhile we were polar opposite to Hardcore Fitness Pasadena which felt extremely aggressive, intimidating and intense. <img width="2500" height="1875" width_o="2500" height_o="1875" data-src="https://freight.cargo.site/t/original/i/0ba37a821662452b6781d07b60634360639743ddc5992b5c94587f0f424bd27f/Moodboard.jpg" data-mid="143093069" border="0" src="https://freight.cargo.site/w/1000/i/0ba37a821662452b6781d07b60634360639743ddc5992b5c94587f0f424bd27f/Moodboard.jpg" /> Moodboarding Next, we took what we learned from the positioning and moved to clarify our approach through moodboarding. We collected visual examples of branding, photography, typography, color and graphics that resonated with the BP brand. These examples served as our Northstar–they inspired us, aligned us and most importantly influenced our website’s look and feel. <img width="2500" height="1875" width_o="2500" height_o="1875" data-src="https://freight.cargo.site/t/original/i/ad058ba0379830080b88e77f2a5ee85e6c140dfda4c38ac0e84bae39db3dd5e4/Websites_Home-and-Programs.jpg" data-mid="143121784" border="0" src="https://freight.cargo.site/w/1000/i/ad058ba0379830080b88e77f2a5ee85e6c140dfda4c38ac0e84bae39db3dd5e4/Websites_Home-and-Programs.jpg" /> Site StructureWe put our target audience of prospective clients into two groups and tailored the website to suit both of them. Since the majority of the website was designed for newcomers, we placed a “Get Started” button frequently throughout the website. The homepage served as both a landing place and a filter for both audiences to find what they needed. Those who want to dive deep and learn more about Bridge Performance before they make the decision to join, can read about the various programs, the backgrounds of Amy and Astrid and the philosophy of the gym itself. We categorized this group as “divers” because they would likely take the time and read everything. The second group we referred to as “swimmers and skimmers”, these were people that were interested and perhaps had specific information they were looking for, but wouldn’t spend the time to read everything. Because of this group we kept to strict word counts, used large titles and succinct summaries followed by detailed descriptions for efficient browsing. <img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/e3456651273344866765962c291bb336dc2e05395251acf06d8a2bc4aa16ef70/Just-laptop_Get-Started_2.jpg" data-mid="143124298" border="0" src="https://freight.cargo.site/w/1000/i/e3456651273344866765962c291bb336dc2e05395251acf06d8a2bc4aa16ef70/Just-laptop_Get-Started_2.jpg" /> <img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/ef32b58c09ab80f205f47c59706bbe14f3d3939b31afbc2cd1b4ba82410b7dac/Just-laptop_Get-Started.jpg" data-mid="143124247" border="0" src="https://freight.cargo.site/w/1000/i/ef32b58c09ab80f205f47c59706bbe14f3d3939b31afbc2cd1b4ba82410b7dac/Just-laptop_Get-Started.jpg" /> Design From their brand colors, we selected the energetic lime green as an accent color to draw attention to titles and links. We paired this with background colors like white and a neutral forest green. For typography, we went with a large modern bold font for titles and statements. For body copy and details, we contrasted the title font with a friendly, round, wide font. We kept all buttons large so they command attention and feel prominent. <img width="4320" height="3240" width_o="4320" height_o="3240" data-src="https://freight.cargo.site/t/original/i/353b288b3cd33c2ef165f2019e4d93693fc1d15455d2e61aacacab6b20e24664/Iphone-Mockup_BP_Bridge.jpg" data-mid="143123651" border="0" src="https://freight.cargo.site/w/1000/i/353b288b3cd33c2ef165f2019e4d93693fc1d15455d2e61aacacab6b20e24664/Iphone-Mockup_BP_Bridge.jpg" /> The Bridge All prospective gym members would likely be local residents of Pasadena, thus it was important to make reference to Colorado Street Bridge–which is featured prominently in the logo and in the story of the Bridge Performance. The bridge not only was a metaphor to bridge training with therapy, but Pasadena locals feel a sense of belonging and ownership after seeing it. For example, after seeing the Bridge Performance logo, they would say things like: “This is my city, this is my gym.” To subtly make reference to the bridge, we used an arched shape to house some of our images. <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/878603aa0e1347a9f1f27a26ba394858279074b90515c30807ae0d48de2f3639/IMG_9619.jpg" data-mid="143107726" border="0" src="https://freight.cargo.site/w/1000/i/878603aa0e1347a9f1f27a26ba394858279074b90515c30807ae0d48de2f3639/IMG_9619.jpg" /> <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/ef831d8ec3449b785c418c0be5045ccb30c032d70e1fcb1f97145220bfc6b9a7/IMG_9134_20.jpg" data-mid="143013350" border="0" src="https://freight.cargo.site/w/1000/i/ef831d8ec3449b785c418c0be5045ccb30c032d70e1fcb1f97145220bfc6b9a7/IMG_9134_20.jpg" /> <img width="1067" height="1600" width_o="1067" height_o="1600" data-src="https://freight.cargo.site/t/original/i/d0595bc9d3cf4e3ac1cfed093aa4daeb3a80fb10dd734ca1ceb22a70bb7b6afa/IMG_9633-copy.jpg" data-mid="143013896" border="0" src="https://freight.cargo.site/w/1000/i/d0595bc9d3cf4e3ac1cfed093aa4daeb3a80fb10dd734ca1ceb22a70bb7b6afa/IMG_9633-copy.jpg" /> <img width="1067" height="1600" width_o="1067" height_o="1600" data-src="https://freight.cargo.site/t/original/i/54fe142983f0f3976c3a7a5332b8db0a20a791bb01a87d8f08e374f51b1ad7be/IMG_9222.jpg" data-mid="143107716" border="0" src="https://freight.cargo.site/w/1000/i/54fe142983f0f3976c3a7a5332b8db0a20a791bb01a87d8f08e374f51b1ad7be/IMG_9222.jpg" /> Photography Photography did a lot of the work in communicating Bridge Performance’s brand values, especially those of community and positivity. Working with photographer Brianna Marico, we captured people who represented a diversity of age, body type and race. We focused on capturing people in action, smiling, and interacting with each other. One of our objectives was to make ordinary people look momentous and powerful through the use of perspective, breaking the mold of unrealistic fitness standards. We focused on getting images of Amy and Astrid working directly with their clients–making hands-on adjustments and encouraging them– thus capturing their coaching abilities and their love for what they do.