Watts TV
creators + personal brands | 2024 | @WATTSTV94An electric identity built to stand out in a crowded feed.
Watts TV is a commentary creator who’d grown a real audience—self-dubbed “Live Wires”—but was working with a look that didn’t match his energy. A former colleague, Tanner had seen my in-house work up close and reached out directly with his goal of elevating his online brand. He needed an identity built to cut through an oversaturated feed: bold enough to be recognized at thumbnail size, flexible enough to travel across videos, profiles, posts, and merch.
Tanner’s personality was the whole draw, but the brand just wasn’t on his level.
The Client
A commentary and reaction creator with a growing, engaged, and loyal audience
Known for his ear for irony, comical delivery, and searing takes
Established following—but the brand didn’t match the momentum
The Challenge
Needed to stand out instantly in a crowded feed, no matter the platform
Work at tiny sizes (thumbnails, avatars) and big (banners, merch)
Capture Tanner’s vibrant personality
The Approach
Go bold, high-energy, unmistakable—the register a creator’s world demands
Avoid using the same flat, primary colors and blocky typefaces as other popular creators of the same genre
Make the channel’s existing follower base feel like they’re part of something collective
The Inspiration
1980s-90s computer software and cyberspace aesthetics
Retro tech hardware, including “Live Wires”
Sound waves and “On Air” signage found in radio stations, podcast studios, etc.
The Tactics
Monospace typefaces and neon tones—especially green—glowing on a deep blue-black background
Hand-drawn elements to counteract the sharpness of the color palette
Motifs from the intersection of broadcasting and internet culture
The Deliverables
Primary logo + secondary logo + submarks
Color palette with gradients
Hand-drawn illustrative elements
Typography system + brand guidelines
Core collateral: social media profile + cover images
Additional applications: Social media story templates + assets for video transition animations
