https://williamrauscher.com/about daily 0.75 2021-10-12 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581450946390-GMCOZC9Z01IGDO4XS00U/IMG_5142.jpg About https://williamrauscher.com/hello daily 1.0 2025-06-11 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581398740190-05WWD5BK0XMXEVEARTG1/William+Rauscher_FINAL.jpg Hello - Hi there. I’m William. It’s nice to meet you. I’m a creative team leader, brand consultant, and writer. My skills were honed in New York City, but my soul calls Texas home. The guy in the blue shirt is me. Whenever you’re ready, you can learn more about me, see my work, check out my substack or enjoy some music. 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https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581521325103-DFFWEZRYMIUISE7TYX78/Umbrellas.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581521607688-W0RC2NQ9Z0DNBLOZFAPK/DPS+Portrait.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581521777208-95LM2AK6TNAE6MG5BFRJ/Two+Covers.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581521930165-QWEL6U8PAQQ052HAK6R6/LifeWear+short.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581521999132-746NI0SND44E9ZYPGCSH/Japanese+Guy+Spread.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581522013255-WL53HUYXEPXO54VP6V0R/Amy+Spread.png Work - Uniqlo: LifeWear https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581522051651-P1OFYN7ASK7DITE9Z6PE/Mag+Spread.png Work - Uniqlo: LifeWear https://williamrauscher.com/work/sol-lewitt-x-microsoft monthly 0.5 2021-12-29 https://williamrauscher.com/work/verbal-design monthly 0.5 2021-12-29 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/25d669cd-e7fc-4012-8a55-0afcdd705237/08_Social.png Work - Verbal Design - Research shows that fear, shame and anger are the most common emotions surrounding money—so to build a brand identity for Tend, a member-based, social-powered fintech company, the goal was to give Tend a look, attitude, and voice that’s optimistic, inclusive, and disarmingly human. Agency: Gretel Case Study https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/c20c1e52-764b-4d4f-98c6-d807f5b38363/image-asset-1.jpg Work - Verbal Design - The challenge of unifying CBS’s brand voice for the streaming era? Defining what role the media giant really plays for its audience. Who is CBS anyway? What if CBS wasn’t a huge media brand, but a person you knew—how would they act, and how would you feel about them? As part of a multi-stage refresh of the CBS brand identity, including a full-motion reimagining of the iconic eye logo, I led brand voice and messaging development. To land at how CBS should speak, I first identified who CBS could be: with a brand persona called the “intuitive host”: who always knows just what you want, always welcomes you, and is always thrilled to introduce you to some amazing new people. Agency: Gretel https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581475752871-CR65OVEH4LPCC8CGWJMC/PD2.png Work - Verbal Design - How to speak the Equinox lifestyle of high-performance living, whether you’re speaking to fitness hipsters, spin class fanatics, or lovers of luxury. As an in-house creative leader, I helped evolve Equinox into a 360 luxury lifestyle brand by developing a verbal identity that embodied a core idea of “high performance”—the result was an omnichannel brand voice and tone where every word works as hard as any other, reflecting expertise, elevated taste, and a spirit of bravery that is ready to face any challenge. Agency: In-house Case Study https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/3296d6c3-15d1-4626-95c7-a4fb6ed9dae6/Screen+Shot+2021-12-28+at+4.17.00+PM.png Work - Verbal Design https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/5630403c-06c8-44fe-8563-896c8dcad593/Screen+Shot+2021-12-28+at+4.18.11+PM.png Work - Verbal Design https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/8b7da8c0-54cb-4eff-b1ec-936b18adc722/Screen+Shot+2021-12-28+at+4.32.26+PM.png Work - Verbal Design https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/c81498bc-4635-407a-8f22-016f2ce02be7/Screen+Shot+2021-12-28+at+4.19.16+PM.png Work - Verbal Design https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1fcb75bd-1937-400e-8180-0ee11f5fd4bd/Screen+Shot+2021-12-28+at+4.29.30+PM.png Work - Verbal Design https://williamrauscher.com/work/undercurrent-exhibition monthly 0.5 2021-12-31 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/c7421e89-6a93-4285-b91f-6be8821d555b/undercurrent-exhibition-brooklyn.jpg Work - Undercurrent: Art Exhibition https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/50ffed82-91e5-4a62-b6f2-b413da7e5c25/E_kvOM9WQAcBD_0.jpg Work - Undercurrent: Art Exhibition https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/68fadc54-1b64-492f-8d8d-0f24e8395cc7/download.jpg Work - Undercurrent: Art Exhibition https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/7b00299b-e9a1-44ce-a00f-5eb55e903a35/images.jpg Work - Undercurrent: Art Exhibition https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1062db15-adca-46ce-afaa-9a64d931df5b/undercurrent-1975-1-1240x698.jpg Work - Undercurrent: Art Exhibition https://williamrauscher.com/work/tommy-hilfiger-pass-the-mic monthly 0.5 2022-01-01 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/f7e5fecc-81a2-492c-8a62-61df588e308a/Screen+Shot+2022-01-02+at+1.55.29+PM.png Work - Tommy Hilfiger: Pass the Mic https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/085a3160-1fd3-409f-a60a-dcf6bc9426cb/Screen+Shot+2022-01-02+at+1.56.07+PM.png Work - Tommy Hilfiger: Pass the Mic https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/655ed40b-3a17-47b2-b380-a16a206b81c3/Screen+Shot+2022-01-02+at+1.56.41+PM.png Work - Tommy Hilfiger: Pass the Mic https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/66e22e1a-6a2a-4b6e-8e8d-258afe2cafa8/Screen+Shot+2022-01-02+at+1.59.39+PM.png Work - Tommy Hilfiger: Pass the Mic https://williamrauscher.com/work/project-three-kgzen monthly 0.5 2022-01-02 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/8783cdf3-afcc-4225-ac06-4984636664fc/Crowd-Shot.jpg Work - American Express: Earned Media - Bringing Card Members Closer to the Game To announce Amex’s first NBA2k22 offer, we brought the digital court to the streets. Working closely with agency partners, we opened NBA 2K's first IRL shop, featuring exclusive digital swag and a launch party with NBA players facing off in game play streamed on Twitch to 450K fans. https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/9183e2e4-ed81-41cd-9bb3-638d9914ad6c/Screen+Shot+2021-12-31+at+11.49.54+AM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/14446c15-d503-40fb-b58a-50b890994e21/AMEX_PLATINUM_DINING.jpg Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/0bf4ae53-6b7f-4b07-be81-f1152fb7e80c/Platinum_x_Julie_Mehretu_highres.jpg Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/21daa3c4-8014-4b34-88ee-79c49935e10f/BB6_9709_64dc6686-51da-469b-b882-07af2b91bccd_20211117080239.jpg Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/bf49f1a1-2f79-4b71-97f6-c323b964189c/Screen+Shot+2021-12-31+at+11.55.42+AM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/b3fcf59e-e671-4dad-a79b-ac62456c99a2/Screen+Shot+2022-01-02+at+5.32.07+PM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/3fa20881-d4d5-49c1-92cc-dd5b5ff5ce26/Screen+Shot+2022-01-02+at+5.31.40+PM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/2e1ed862-7ac2-43b4-97e7-a682dbb9f8aa/Screen+Shot+2022-01-02+at+5.31.10+PM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/54a5e427-d045-4c78-8160-20f3bc5ff7da/Screen+Shot+2022-01-02+at+5.29.30+PM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/eedb0b49-1801-404b-8e48-b684fc160764/Screen+Shot+2022-01-02+at+5.29.40+PM.png Work - American Express: Earned Media https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/aa51ccc3-10ee-45ba-b1f4-fd1de51e64e3/Screen+Shot+2022-01-02+at+5.30.19+PM.png Work - American Express: Earned Media https://williamrauscher.com/work/pillarsproject monthly 0.5 2020-02-22 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581466607949-VRJJMQJCQT25EH9UWTYA/1.jpg Work - The Synchrony Pillars Project https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581464440394-7ZWNBJAU1ZH0UUOHY432/2.jpg Work - The Synchrony Pillars Project https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581464449260-HIIMIZEIIHE858T35JFL/3.jpg Work - The Synchrony Pillars Project https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581464477982-W6DO7N01KBPN26C3C977/4.jpg Work - The Synchrony Pillars Project https://williamrauscher.com/work/awayvoiceandtone monthly 0.5 2020-02-22 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550427756-LDN4LJEXEESK410K0W6Y/A1.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550489678-MXWUB81AWKMXMOOEYT7O/A2.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550519088-NWD49DZ0ANL126AU4BBT/A3.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550536393-MJYQUF3OBIDXIMSPJXOR/A4.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550554755-3QT1RDTOGR1GC1XB3RED/A5.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550565781-EKKP4840O2AQAFII0I1W/A6.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550592474-QK80E24DHGJHQEZWZZ6O/A7.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550623219-CLOOWWZH5RRI4SXEJ11E/A8.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550636757-AN6C7JG4PLSIT6KSACDF/A9.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550657760-KGZD4ATRXTL7ERVELKT0/A10.png Work - Away: Voice + Tone https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581550824716-1SQU7337BUPEG9OSLI8M/A11.png Work - Away: Voice + Tone https://williamrauscher.com/work/awaycampaign monthly 0.5 2020-02-22 https://williamrauscher.com/work/westworld monthly 0.5 2020-02-22 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581534100864-375VVFACHP2R5EQ6QH5M/b680a445-42e3-4ee4-8d45-020abe230f14-ww_s3_13.jpg Work - Westworld: Data Dinner https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581534146030-386SCQ300SNA22KFW6VT/ww-press-kit-05.jpg Work - Westworld: Data Dinner https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581534165130-NJF2BWL75WSLU0EH2PQC/incite-dinner-find-your-path.jpg Work - Westworld: Data Dinner https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581534199211-KO68J0Y6LP22V42MEDJN/ww-press-kit-10.jpg Work - Westworld: Data Dinner https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581534215342-EPW3KZBGUZ4UOQUTHQ0Z/ww-press-kit-12.jpg Work - Westworld: Data Dinner https://williamrauscher.com/work/businessschooled monthly 0.5 2020-02-22 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581463813536-6W7V11BOGC6UQS4WDOW8/1.jpg Work - Synchrony: Business Schooled https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581463842863-6GD57H55USCNTBWV89MG/2.jpg Work - Synchrony: Business Schooled https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581463878521-MSSZOND4DW9WYZS9NPIY/3.jpg Work - Synchrony: Business Schooled https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581463926578-R7NU30R0AK2U7I0NMOTW/4.jpg Work - Synchrony: Business Schooled https://williamrauscher.com/work/hbowired monthly 0.5 2021-12-31 https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581459421400-RPU0OW3DGFEO85SET5RS/XqpXGta.jpg Work - HBO @ Wired https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581459422339-18QO68KNZPQ53US6OKOA/Image%2Bfrom%2BiOS.jpg Work - HBO @ Wired https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581459510043-J56Q5ZE9FV15RML6F89D/nkjt4pa.jpg Work - HBO @ Wired https://images.squarespace-cdn.com/content/v1/5e42088c30d17c73283bd943/1581459735379-66H4YO4HUNZ5TLYBB7LD/Screen%2BShot%2B2019-11-18%2Bat%2B7.50.38%2BAM.png Work - HBO @ Wired https://williamrauscher.com/mixes daily 0.75 2024-08-16 https://williamrauscher.com/mixes/liveperformances monthly 0.5 2023-11-12 https://williamrauscher.com/mixes/ambientcities monthly 0.5 2023-11-05 https://williamrauscher.com/mixes/latest monthly 0.5 2024-08-15