Today we’d like to introduce you to Amy Kress Youssef.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I grew up on an organic farm in Ohio and was in touch with the seasons and with good food. Fast forward past a liberal arts education in the midwest and I landed in Washington DC metro area working as a contractor for Booz Allen Hamilton, doing graphic design. Lots of blue government websites and flyers. I had the opportunity to work on the corporate brand team and get an executive certificate from Kellogg where I fell in love with brand strategy. I started my own side business, WaterKress Creative, where I got to do graphic design and brand identity on my own terms: working with people I liked in industries I cared about. The world opened up to me and suddenly my boring job was just a job and I could do this on the side to fulfill me in deeper ways. I’ve always loved personalities and fell in love with the enneagram framework for understanding people and maturity. I found my stride using the Enneaplan® as my proprietary brand archetype framework and never looked back. After a dramatic battle with cancer and major restructuring at Booz due to political changes, I found myself doing WaterKress full time. I’ve had the opportunity to work with schools, coaches, authors, logistics companies, food brands and everything in between. I love working with food the most because it’s the best metaphor for creating a good brand: great ingredients, a bit of intuition and voila, a delicious meal that draws in ideal customers and gets everyone asking for more.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I majored in fine art but realized about halfway through that I needed a design degree. I’m mostly self-taught in design but the principles are the same in any visual field. After a few years doing production design, I realized I wanted to do identity design for Booz Allen’s think tank, so I moved into that and then shifted onto the corporate brand team. Each move felt like a big shift because I didn’t have formal training in any of it.
When my son was born, I realized my career wasn’t my top priority and WaterKress also had to take a hiatus. He’s my pride and the source of so much joy in our family. He’s way more important than anything else.
Personally, In 2023, I was diagnosed with Stage IV cancer de novo. It was a terrifying diagnosis and a very aggressive cancer. I went through all of conventional treatment (5.5 months of chemo, surgery, radiation, meds after), did tons of alternative stuff, enrolled in a really cool drug trial in CA, and had lots of twists and turns. Bottom line: I’ve been cancer free for 18 months and I’m living a wonderful life. I credit God for healing me and me healing emotionally/mentally/spiritually, where I think cancer actually resides.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
For 20 years I’ve worked where strategy meets design. I’ve built brands for Fortune 500 companies, government agencies, nonprofits, and small businesses.
My EnneaPlan® framework uses the nine Enneagram types to find the core motivation behind your brand, so your voice, visuals, and messaging all point the same way. Every engagement ends with a complete Brand Book that any future designer or marketer can run with.
My UX roots still shape how I work. I listen first, lean on qualitative research, and guide every project from the first conversation to final files, on time and on budget, with your feedback built in.
I create delightful brand experiences that transcend the noise, and make your competition irrelevant.
As a founder, I know you want a brand that looks as good as you are. To get that, you need a visual presence that matches your personality, your experience, and the quality of your work.
The problem is that disorganized, dated, generic branding makes you feel embarrassed—and worse, it tells the wrong story. Your unique personality deserves a logo and collateral that reflect who you actually are.
I understand what’s at stake, because I’m a founder on my own second act. For 20 years I’ve built authentic brands for government, small business, nonprofit, and Fortune 500 clients.
Here’s how it works: I use my proprietary Enneaplan framework to identify your brand type aligning your authentic self and attracting your ideal customers. Then I use that insight, plus two decades of instinct, to craft a beautiful logo and visual identity built around you. I’ve spent time in the studio and the boardroom—artistic at heart, with the business savvy of 16 years at a top consulting firm. Finally, I deliver a clear brand book so any creative professional can produce on-brand work for you.
What do you like best about our city? What do you like least?
The ethnic food! DC has so many options. I love having immersive cross cultural experiences.
The traffic. And the power-hungry people.
Pricing:
- $5k Signature Brand
- $10k Chef’s Brand
- $500 Brand Enneaplan® Analysis
Contact Info:
- Website: https://www.waterkress.com
- Instagram: https://www.instagram.com/waterkress_creative
- Facebook: https://www.facebook.com/waterkress
- LinkedIn: https://www.linkedin.com/in/amy-kress-youssef-99b5527
