Digital Strategy | Josh Williams Creative

JOSH WILLIAMS CREATIVE

Viking Athletics Brand Manifesto & Recruitment Microsite

Launch Experience

The Objective

In a competitive Division II landscape, the goal was to evolve the Viking Athletics identity beyond traditional recruitment materials. I sought to create a digital-first narrative: a Brand Manifesto that defines our culture of excellence while serving as a functional recruitment tool for prospective student-athletes, families, and donors.

The Strategy

The project was executed through a three-pronged strategic approach:

A Unified Narrative: By using Excellence as the common thread, I wove the separate worlds of academics, competition, and community into one powerful brand story. This approach moved the department away from sport-specific branding and toward a singular, cohesive identity.
Interactive Digital Ecosystem: I transitioned the brand delivery from static media to an immersive, scrollable digital interface. This provides a "fan-first" experience that mirrors modern content consumption patterns.
Narrative-Driven Recruitment: Reframing recruitment as a storytelling process. Instead of just presenting facts and figures, the microsite invites prospective student-athletes into the culture, showing them the stage they will play on and the legacy they will join.

My Role

Creative Lead & Lead Producer

I took this project from initial concept to live deployment, serving as the sole strategist, designer, and content creator. My work included:

Conceptualization & Design: I developed the initial vision, visual "look and feel," and the interactive user journey. I built the entire site from the ground up to ensure a seamless, professional digital experience.
Narrative & Copywriting: I established the "Excellence" thematic framework and authored 100% of the site's copy, transforming raw department data into a compelling brand story.
Content Production: I served as the primary multimedia producer, creating 99% of the featured video, graphic design and motion graphics. I curated all photography to maintain a premium, consistent aesthetic across all eight pillars of the project.

Launch Experience

WWBlue Awards Digital Event Pivot

The Objective

Faced with the cancellation of Western's flagship in-person athletics awards due to COVID-19 lockdown restrictions, I led the transition to a high-production digital premiere. The mission was to maintain the prestige of the annual "WWBlue Awards" for over 500 student-athletes and stakeholders while operating under a 100% virtual format. The goal was to preserve a vital sense of community during a period of extreme physical isolation.

The Strategy

I reimagined a traditional two-hour live program into a tightly paced, 45-minute digital experience designed for high viewer retention. This required a complete overhaul of the "run of show," prioritizing high-impact storytelling and intentional sequencing.

Retention-First Programming: To combat digital fatigue, the strategy centered on condensing a traditional two-hour live ceremony into a high-impact, 45-minute digital premiere. By prioritizing narrative pacing over long-form speeches, we ensured maximum viewer engagement from start to finish.
Modular Visual Framework: I established a scalable system of motion templates and graphic standards. This allowed for the rapid production of over 100 unique assets while maintaining a "big-budget" cohesive brand feel across diverse athletic programs.
The Emotional Arc: The broadcast was strategically sequenced to build momentum—starting with broad community updates and narrowing down to intimate, sport-specific milestones—concluding with a high-emotion finale to drive social sharing and sentiment.

My Role

Creative Lead & Lead Producer

I was responsible for the strategic vision, asset coordination, and end-to-end production. My responsibilities included:

Cross-Functional Leadership: I synchronized diverse departmental goals and content into a singular, cohesive vision, ensuring every stakeholder’s objective was represented within a unified brand narrative.
Full-Scale Creative Production: I executed the end-to-end production of the digital premiere, transforming raw departmental content into a high-production broadcast. I personally handled all motion graphics, video editing, and audio integration to ensure a cohesive narrative from concept to final export.
Creative Governance: I served as the final gatekeeper for quality control, maintaining pixel-perfect brand standards and visual consistency across all digital, motion, and video deliverables.

AWARD SHOW

CASE STUDY

Viking Athletics Brand Manifesto & Recruitment Microsite

The Objective

The Strategy

The project was executed through a three-pronged strategic approach:

A Unified Narrative: By using Excellence as the common thread, I wove the separate worlds of academics, competition, and community into one powerful brand story. This approach moved the department away from sport-specific branding and toward a singular, cohesive identity.

Interactive Digital Ecosystem: I transitioned the brand delivery from static media to an immersive, scrollable digital interface. This provides a "fan-first" experience that mirrors modern content consumption patterns.

Narrative-Driven Recruitment: Reframing recruitment as a storytelling process. Instead of just presenting facts and figures, the microsite invites prospective student-athletes into the culture, showing them the stage they will play on and the legacy they will join.

My Role

Creative Lead & Lead Producer

I took this project from initial concept to live deployment, serving as the sole strategist, designer, and content creator. My work included:

Conceptualization & Design: I developed the initial vision, visual "look and feel," and the interactive user journey. I built the entire site from the ground up to ensure a seamless, professional digital experience.

Narrative & Copywriting: I established the "Excellence" thematic framework and authored 100% of the site's copy, transforming raw department data into a compelling brand story.

Content Production: I served as the primary multimedia producer, creating 99% of the featured video, graphic design and motion graphics. I curated all photography to maintain a premium, consistent aesthetic across all eight pillars of the project.

WWBlue Awards Digital Event Pivot

The Objective

The Strategy

I reimagined a traditional two-hour live program into a tightly paced, 45-minute digital experience designed for high viewer retention. This required a complete overhaul of the "run of show," prioritizing high-impact storytelling and intentional sequencing.

Retention-First Programming: To combat digital fatigue, the strategy centered on condensing a traditional two-hour live ceremony into a high-impact, 45-minute digital premiere. By prioritizing narrative pacing over long-form speeches, we ensured maximum viewer engagement from start to finish.

Modular Visual Framework: I established a scalable system of motion templates and graphic standards. This allowed for the rapid production of over 100 unique assets while maintaining a "big-budget" cohesive brand feel across diverse athletic programs.

The Emotional Arc: The broadcast was strategically sequenced to build momentum—starting with broad community updates and narrowing down to intimate, sport-specific milestones—concluding with a high-emotion finale to drive social sharing and sentiment.

My Role

Creative Lead & Lead Producer

I was responsible for the strategic vision, asset coordination, and end-to-end production. My responsibilities included:

Cross-Functional Leadership: I synchronized diverse departmental goals and content into a singular, cohesive vision, ensuring every stakeholder’s objective was represented within a unified brand narrative.

Creative Governance: I served as the final gatekeeper for quality control, maintaining pixel-perfect brand standards and visual consistency across all digital, motion, and video deliverables.