“Don't kill your mascot” and other branding lessons from Derric Wise, Creative Director at Moz
Thursday, April 23, 2015 @ 6:30pm at Soup Standard on Seattle's Capitol Hill
At PS SIGCHI's April meeting, Derric Wise, Creative Director at Moz, will share how they learned the hard way how not to kill your automaton mascot, maintain great customer relationship, and keep the user experience delightful.
In a company brand architecture, mascots are usually the first aspect of a company's visual brand to kick the bucket and potentially hurt the company's relationship with customers. Mascots can either be a pain point or a powerful brand advocacy tool. It’s our job to create an effective user experience with the company mascot. Derric will share some of his easy methods to avoid the pitfalls of negative mascot usage, and make the case for why to strive to protect the endangered species that is the company mascot.
Derric Wise hails from the apple orchards, hop farms and wine vineyards out in the sticks of central Washington State.
At an early age, Derric was introduced to hard work and copious amounts of Art History from his proud hippy, Fine Art Master Degree-holding parents–Randy and Laura Wise–who were the proprietors of a small 100-acre apple farm. Growing up on what most people would consider a masters degree level of fine art and horticulture, he developed the love for commercial art. Ironic right?
After graduating from a fancy Liberal Arts school, Derric started working contract design gigs, which eventually led to a full time illustration job at the hard-to-pronounce SEOmoz. For some crazy reason the people at SEOmoz saw it fit to give this green horn the reigns and lead the visual effort in the rebrand to Moz.com. It was here that he designed the primary brand elements and advocated for change and brand development of the company mascot. Four years later he still is advocating for a better experience for the Moz customers and further developing the Moz brand.
When Derric is not “working” you can find him in his garage woodworking, restoring his two vintage motorcycles, all while spending as much time as he can with his wife Terra, daughter Cloey and son Jack. Oh, and he likes to smoke meat.
Date & Time
Thursday, April 23, 2015, 6:30-8:30 PM
6:30PM - Light dinner and networking
7:00PM - Speaker presentation
8:00PM - Q&A
Soup Standard, 911 E. Pike St., Seattle, WA