WHEELHOUSE DMG
Overview:
Wheelhouse DMG is a digital marketing agency focused on first-party data, health and technology, with an emphasis on privacy-conscious, performance-driven marketing.
As Creative Director, I led the evolution of Wheelhouse’s brand as the agency sharpened its focus around health and technology. Rather than reinventing the company, I built on its strongest existing equity and developed a more distinctive visual system that could better reflect its ambition, expertise and point of view.
The work spanned identity, typography, color, photography, graphic language and a complete website redesign. At the center was the forward slash from the original logo, reimagined as a flexible brand device representing connection, partnership and forward movement. The result was a more cohesive and scalable identity designed to support the agency’s next stage of growth.
Role:
Creative Director
Client:
Wheelhouse DMG
Year:
2024
Agency:
Wheelhouse DMG
Building the website design system.
In addition to the brand design, I led the creation of a comprehensive website design system, ensuring that the entire site reflected the new brand identity at every touchpoint. The design system prioritized accessibility, with a focus on making the site inclusive for all users by adhering to web accessibility standards (WCAG). From visual elements to user interface components, the system was built to maintain consistency across all digital platforms. I developed detailed UI guides, including typography, color palettes, iconography, interaction patterns, and accessible design practices, ensuring the site was both visually engaging and user-friendly. This foundation allowed for scalable, future-proof design and easy updates, aligning with the brand’s evolving vision.
