Great branding is about alignment. So many companies’ outsides don’t match what they have to offer. And all too often, that means they get lost trying to compete with everyone else—and miss out on connecting with their own perfect customers.

Defining your brand means you’ll transcend the noise, and make all that competition irrelevant. You’ll know who is—and who isn’t—your ideal customer, and give the right people a resounding yes. You’ll show your target audiences why you are the right fit for their needs and appetites. And you’ll liberate your brand to be all it can be.

If that’s what you’re ready for, you’ve come to the right place.

Your company is unique. WaterKress Creative will show you how, and help you show the world how. Through archetype-based branding and strategy you can flaunt with captivating graphic design and marketing, you’ll get all the right ingredients for authentic success.

About WaterKress Creative

Meet Amy Kress Youssef

Entrepreneur. Foodie. Designer.

Brand Strategist & Graphic Designer

I’m Amy K. Youssef, the founder, designer, and strategist behind WaterKress Creative. Working from a background in graphic design—and an education from Hillsdale College in Michigan in English, fine art, and art history—I am self-taught in both design and strategy. Graphic design was my pivotal entry point into the world of branding, and that’s where I found my passion for this work. For over 15 years, it’s led me to serve a variety of clients, from Fortune 500 companies and government organizations to nonprofits and individuals. In 2019, I received my Executive Scholar Certificate in Marketing from Kellogg School of Management (Northwestern).

I’m also inspired by all things food and cooking, nature and seasons, having grown up on an organic farm in western Ohio (and now living in close proximity to a wealth of DC-area global cuisine). Combining my branding work with this passion was a no-brainer. It’s the perfect fusion: Good basic ingredients + experience + intuition and improvisation = a great meal—and a great brand.

It’s always a blast helping clients match who they really are with how the world sees them. I’d love to help you do the same.

Person with short hair smiling, wearing a light pink jacket, statement earrings, and a delicate necklace, set against a blue background.

Explore My Menu of Offerings

Thinking of working with me but want some more details? View all of my services and then schedule a time to chat!

Got more questions?

I’ve got answers

  • My maiden name is Kress. One of my favorite vegetables is watercress. Thus: WaterKress Creative. Watercress itself is a delicate but surprisingly spicy green, and great as an ingredient or a garnish. That it’s both visually pleasant while packing a flavorful punch spoke to me, and felt like a perfect description of what I do for my clients.

  • There are archetypes that transcend time and culture, and that everyone can relate to, that contain a collection of subconscious associations. Tapping into these archetypes is the most efficient way to begin building your brand strategy because a lot of the work has been done for you. It’s also a lot of fun to figure out your archetype.

     There are several systems for determining what your type may be but I’ve found the most powerful types are the 9 found in the Enneagram. Learn more about my EnneaPlan® system for determining your archetype.

  • I thought you’d never ask! Check out my Case Studies to see some of my latest brand concoctions.

Listen up.

Want to learn more about me and my process? Listen to this 30 minute interview on the Creative Haven podcast with my videographer genius friend, Mitchell Dumlao. We talk brands, the enneagram, color palettes, market differentiators and cooking!