https://www.willstaiger.com/aboutme daily 0.75 2021-01-04 https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607458924005-K28L4WNH5NTFF5KGF757/IMG_5156.JPG Will Staiger - Hi, I’m Will. I’m a motion designer based in Portland, Oregon. I’ve always been interested in the arts. When I discovered cartography and infographics during my studies at UCLA, I realized that design gave me the incredible power to shape experiences. I’ve been teaching myself different design disciplines ever since – setting type, coding interactive media, pulling Bézier handles, and tweaking keyframes. I’m a self-motivated learner and problem solver, and I’m excited by every opportunity to pick up new skills – and new connections. Let’s talk shop! hello@willstaiger.com https://www.willstaiger.com/showreel daily 1.0 2023-11-02 https://www.willstaiger.com/social-marketing-reel daily 0.75 2025-12-05 https://www.willstaiger.com/work daily 0.75 2020-12-30 https://www.willstaiger.com/work/industrial-design monthly 0.5 2020-12-11 https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607453223139-Z9WS0DSAYIVN5JR1LA2Z/Slide10.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607454717287-VOJU8PMM0Z9DXA61X2F2/Slide4.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607455288807-T9HRJYOIJI54CRLNUAEV/Slide7.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607455574985-3BZOT8ZD9SWV57NQN4FT/Slide4.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607456953638-0IC8E80ONLBVS7WUYOOB/MotorcycleHelmetimages_Page_01.png Work - 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Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607455290418-3PJWPXQ1WGLJ3Q2R1J2Q/Slide16.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607456931409-5WGW9RJ2ZNQ9UHJ7MKUM/MotorcycleHelmetimages_Page_12.png Work - Industrial Design https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1607456934457-BWJQCSTJWVJTJFR2QHZ3/MotorcycleHelmetimages_Page_13.png Work - Industrial Design https://www.willstaiger.com/work/roots monthly 0.5 2020-09-18 https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600429843558-WI91ZG5ZSPSDIS8C3WUB/RootsWeb-01.png Work - Roots https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600422226676-AZ660G9Q9404LFN85MUS/roots-06.png Work - Roots Capitalization implies familiarity, but lacks interest. Additionally, it may cause confusion with the Roots clothing brand. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600426904099-YLKOLZIHOL5O8C6NBPKT/rootsstationary-02-02+copy.png Work - Roots Using the branding guidelines, Roots’ stationery set is defined: a paint chip, a business card, a comp slip, a letterhead, and a layout for seasonal flyers. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600422923253-MBS080RTONP2NVOM354O/roots-08.png Work - Roots All caps, serifed typefaces project the establishment and history that Roots is known for. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600422683591-JY2OR6G3Q3QKB60LZXJI/lowercase.png Work - Roots Lower case use in logotype is associated with casual, modern brands, which does not align with Roots’ image. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600423668535-A62IP9ALVPVG6EP3FBJD/slab-sans.png Work - Roots Sans- and slab-serif fonts fail to convey Roots’ heritage. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600427250412-ZYW076DFRIHV2UH76RRT/rootsbrandingguidelines-01.png Work - Roots A set of branding guidelines was created using historic academic texts as a reference. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600424469972-UX07RNN84FIRVP8QUH79/font-testing.png Work - Roots With a category selected, I began searching for an appropriate typeface. I selected Iowan Old Style for its balance between traditional and contemporary features, mirroring Roots’ design philosophy. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600425088109-4TTUBRUNVIXB4GXX7KRZ/kerning.png Work - Roots A minor kerning adjustment balances the optical distance between the R and the first O with that of the second O and the T, forming the Roots logotype. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600427907191-Y8FSPBWPE6EAYAK992KI/RootsWeb-01.png Work - Roots Roots’ website is clean and simple, letting the product photography shine, while subtly hinting at Roots’ heritage themes through color and style. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600422771898-H85VSGLTGG53NYCFWA6U/Didone.png Work - Roots Didone fonts have too much contrast for legibility in smaller sizes. https://images.squarespace-cdn.com/content/v1/5f1777213706746a973637be/1600429647806-35GC87F7Z3XQTF9SBUNM/darwin.jpg Work - Roots Image courtesy of Wellcome Library through Creative Commons Attribution (CC BY) licence