W.W. Williams

Cohesive assets for a family of brands

W.W. Williams is a trusted provider of service and parts for the trucking, marine, and power generation industries. As the lead designer supporting their creative needs through a partner agency, I manage day-to-day design execution, project timelines, and client communication across a growing network of affiliated brands.

I work closely with the internal marketing team to deliver consistent, on-brand materials that support sales, recruitment, and customer education across both physical and digital environments.

Role: Marketing Designer

Scope: Print, digital, signage, presentations, campaign assets

Focus: Brand consistency across locations, clear communication of technical services

“We are so lucky to have someone like Emma on our account!”

— W.W. Williams Marketing Manager

Customer Collateral

Challenge: Communicate a wide range of services and promotions to customers across many locations, while maintaining a consistent brand presence.

Approach: I design print and digital collateral used in-branch and distributed to customers, focusing on clarity, readability, and alignment with established brand guidelines. Each piece is built to be easily understood in quick, real-world interactions.

Result: Created a cohesive set of customer-facing materials that reinforce brand recognition and support ongoing sales and promotional efforts across locations.

Corporate Brochure

Sub-brand Bifold Brochure

Continuous Heat & Power Campaign

Challenge: Introduce a new, technical product line (CHP solutions) to customers unfamiliar with the offering, requiring both education and promotion across multiple formats.

Approach: I led the design of a multi-channel campaign, translating complex information into clear, structured visuals across print and digital touchpoints. Deliverables included a print ad, customer flyer, internal presentation deck, and trade show banner, each tailored to its specific context while maintaining a unified message.

Result: Delivered a cohesive campaign that made a complex offering more accessible.

Branch Signage

Challenge: Maintain a consistent visual identity across dozens of physical locations, each with unique structural and environmental constraints.

Approach: I design and adapt signage systems for branch locations across North America, ensuring alignment with brand standards while accommodating site-specific requirements. I also coordinate directly with vendors and installers to ensure accurate production and execution.

Result: Established a more consistent and recognizable in-person brand presence across locations, improving cohesion at scale.

Additional Marketing Assets

A selection of additional assets created to support ongoing marketing efforts, including digital graphics, internal presentations, and apparel. This work reflects the day-to-day execution required to maintain brand consistency and support a wide range of business needs.