Chris Dietrich

Owner / Art Director

Chris Dietrich is a graphic design professional specializing in brand identity with over 30 years of experience working for large and small companies alike.

Since landing his first job in Amsterdam, his designs have been focused on corporate communications for some of the largest companies in the world, particularly in the high-tech and financial markets. In contrast to the “big slick” that he does so well, Chris has simultaneously focused on a more local, main-street approach to his clientele with hand-crafted logos, unique typography, and a more holistic and honest approach to marketing.

With his technical experience spanning the traditional print arts, digital print production, and web/app UX design, Chris has a full-suite understanding of the graphic design industry and also serves as liaison between programmers, printers, and business leads to assure quality and speed to completion.

History

1990

With a keen interest in Dutch design, Chris hitchhiked his way into a position at the top, award-winning design firm of Visser Bay Anders Toscani (VBAT), now part of superunion Amsterdam. He was part of the corporate branding team for many of the country’s leading financial and insurance institutions and worked closely with the country’s foremost packaging designers on products such as Brand Beer for Heineken. Chris also implemented the company’s first computerized design platform and educated other designers through the digital transition.

Chris then found his way to New York City where he continued a career in freelance design for numerous publishing houses, magazines, and financial institutions. Chris became Art Director of John Kneapler Design located in the Flat-Iron district of Manhattan and continued to manage and create for non-profit and corporate clients. There he won a variety of new accounts with accurate design proposals that fit defined marketing objectives and budgets while improving existing client campaigns.

1995

As the internet gained commercial acceptance, Chris co-founded the web development firm AdFo, Inc., specializing in first-gen site design for the corporate partners of CompuServe. As creative director, he designed and built the first web presence for many tourism, publishing, and financial companies looking to “explore” this new communication medium.

2000

Leaving New York, Chris and his wife made their new home in Media, Pennsylvania, a suburb of Philadelphia. Working with many local, national, and international businesses, Chris has found a balance of work specializing in brand identity, print collateral, and online communications. Chris also serves as brand consultant for 23k Studios where he designs and manages brand-critical campaigns for some of the region’s top Fortune 500 companies.

2010

Chris launched his own company, Watertable Creative, to focus on brand development for smaller firms looking to find their true essence. Most notably among them is the plethora of local Media businesses that he has branded or rebranded along the way. Working within this small thriving suburban community has fostered a wealth of personal and business connections over the years. This includes being involved in the Media arts community and facilitating many local art shows and cultural events as well.

2015

As an adjacent pro bono project, Chris teamed up with Scott Morris at AmeriQoin to design a new regional benefit currency in Ithaca, NY called Ithacash. This initiative built upon the legacy of Ithaca Hours, started by Paul Glover back in 1991 with the primary goal of helping the underserved and underbanked meet their needs with localized financial incentives and increased liquidity. Each denomination note design evokes humanistic themes of community and a proud cultural history of Ithaca and surrounding Tompkins County. With his own extensive research into currency and financial document design, Chris proposed state-of-the-art security features and custom offset print techniques to create an internationally respected currency.

2020

Unable to shake his love of electronic music, Chris has recently ventured into custom designs for rising DJs and festival producers to create artist logos, cover art, festival illustrations, and merch’ apparel lines – an untapped market for Watertable.