Situation
Will Bratton, a meteorologist and content creator, prepares to launch his social-based weather reporting channels.
Service
Brand Identity Design, Logo Design
Year
2026
Challenge
Design a brand that reinforces Will's competence for accurate, trustworthy weather reporting and links to his belief that ethical meteorology can save lives.
Two lightning bolts crash around the channel name to form a perfect rectangle of protected negative space. It's a visual representation of Will’s objective as a content creator—to be the calm within the storm for his viewers.
Central to the brand system is the “Severity Spectrum,” a gradient inspired by the dbZ scale. It demonstrates WillBrattonWX’s commitment to reporting accurately on the entire spectrum of meteorological threats.
– Will Bratton, WillBrattonWX
Bold typefaces grab attention in a crowded feed while communicating accuracy and trust.
Headers are set in Gear Wide, subheads in Field Gothic Condensed, and paragraphs in Special Gothic Expanded.
The brand icon distills the primary logo into its simplest form—two jagged lightning bolts forming a perfect, stable square in the center.
The design element expands to frame images.
An in-depth brand guidelines document and detailed asset package allows the WillBrattonWX team to apply their new design with confidence and consistency.
– Will Bratton, WillBrattonWX
©2026 Noah Scott Braun
