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) in Amsterdam, The Netherlands and was part of the corporate branding team for many of the country’s leading financial and insurance institutions. He 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 site design and online implementation for the corporate partners of CompuServe. As creative director, he developed a web presence for many tourism, publishing, and financial companies looking to take their first steps into this new communication medium.

2000

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/awareness, 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 Watertable Creative in early 2011. By focusing on brand development as the heart of communications, Chris endeavors to help smaller firms and organizations find their true essence.

2020 ( to be designed… )

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.