About Us

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.



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.


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.


Leaving New York’s bustle behind, 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.


Chris launched Watertable Creative in early 2011. By focusing on brand development as the heart of communications, Chris has helped smaller firms and organizations 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 a small thriving suburban community has fostered a wealth of personal and business connections. This includes being involved in the Media arts community and facilitating many local art shows and cultural events as well.


Unable to shake his love of electronic music, Chris has recently ventured into custom designs for rising EDM DJs and festival producers. He is hoping to work on more artist logos, cover art, festival illustrations, ‘merch,’ and even apparel lines – an untapped market for Watertable.

Currency Design
One of Chris’ recent projects aims to change the way we look at money with a new regional benefit currency called Ithacash, which was started by Scott Morris in Ithaca, NY in 2015. This initiative builds upon the legacy of Ithaca Hours, started by Paul Glover in 1991, where the goal is to help people meet their financial needs while improving everyone’s bottom line through intrinsically local finance and increased liquidity.

Drawing from the lessons learned from other local currencies, coupled with his own extensive research into currency and financial document design, Chris is utilizing state-of-the-art security features and custom print techniques to create an internationally respected currency. Each full color note design will evoke humanistic themes of community and the proud culture of a place during unique periods in its history.


    • Amsterdam
      Flexa Paints
      Heineken Brouwerijen
      NMB Postbank Group (now ING)
      SNS Reaal Group
    • New York
      BMG Records
      Buddy-L Toys
      Callaway Editions
      Canadian Tourism Council
      Cena Restaurant
      Chase Manhattan Bank
      Deloitte & Touche
      Details Magazine
      Eye For Design
      Harper’s Bazaar Magazine
      INC Design
      International Bank of Japan
      Inside Out Design
      Institutional Investor Magazine
      Ketchum Public Relations
      Kings County Hospital
      Money Book Club
      Poly Gram Records
      Simon & Schuster
      The National Times
      The New Yorker Magazine
      The Stern School of Business (NYU)
      The Tibet Store
      World Financial Properties
      United Digital Artists (Apple)
    • Philadelphia
      Becket Crane
      Bryn Mawr College
      DONA International
      Farm Table Gluten Free
      Final Exit Network
      Greer Lange Talent Agency
      Lorél Advertising
      Produce Marketing Association
      Spring Garden Pictures
      The Institute for Aegean Prehistory
      The Won Institute
    • w/ 23k Studios
      – AWS
      – Barclays Bank
      – Capital One
      – CSL Behring
      – GlaxoSmithKline
      – ING DIRECT
      – Innovation Printing
      – Oracle
      – SAP America / AG / Global
      – ServiceNow
      – Siemens (Financial/Medical)
      – STAR /Concord EFS
      – SunGard
      – TEVA Pharmaceutical
      – TMX Interactive
      – Towers Perrin
      – Unisys
      – Vertex Tax Solutions
      – VMware
    • Media, PA
      America’s First Fair Trade Town Media
      Burlap & Bean
      Diego’s Cantina & Tequila Bar
      Farm Table Gluten Free
      Hedgerow Theatre
      La Belle Epoque Wine Bistro
      Media Arts Council
      Media Business Authority
      Media Farmers Market
      Media Property Group
      Per Lei Boutique
      Picasso Restaurant
      Roberts Filter Group
      Sterling Pig Brewery
      Tap 24
      TimeBank Media
      Transition Town Media