Overview
Sound Jobs is a $3 million job quality initiative focused on strengthening hospitality careers in the Puget Sound region.
I led the design and communications strategy for the project, creating a versatile brand identity to engage workers, employers, and training providers across multiple platforms.
Challenge
The initiative needed a brand identity that:
- Resonated with both hospitality workers and employers.
- Signaled quality, growth, and opportunity.
- Connected to place — the Puget Sound region.
- Adapted easily across campaign posts, press materials, events, and digital tools.
The design process had to move quickly to keep up with shifting partner demands, while staying flexible for future program needs.
How It Came Together
Exploring design ideas using AI tools
I began by choosing a color palette and generating a range of concepts with AI tools, experimenting with themes like “waves,” “growth,” and “community.” AI accelerated ideation and gave stakeholders tangible options early.
Initial drafts leaned abstract, but feedback steered the design toward something more rooted in Seattle. I introduced the Space Needle, layered with a hand-drawn skyline, to anchor the identity in place.
Building out a design system
From the core logo, I developed supporting formats:
- Employer badge for quality businesses
- Recruitment graphics
- Event flyers
- Press release & event plan (canceled)
- Interactive training map (in testing)
Outcome
The Sound Jobs identity now adapts seamlessly across outreach, events, and parter tools. Even in cases where program plans shifted, the brand remained consistent and ready to deploy.
The project showed how AI can accelerate early exploration, but human refinement was essential for an authentic result. It also underscored the importance of building identity systems that can scale across multiple touchpoints, even when implementation timelines shift.
Joe Taylor 