Getty Images Digital, Case study The Watermark Project by R/GA London

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The Watermark Project

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Industry Consumer & Public services
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency R/GA London
Copywriter Michael Russoff
Released May 2012


One Show 2013
One Show Interactive User Experience Design / Usability Gold

Credits & Description

Entrant: R/GA, London
Getty Images - "The Watermark Project"
Corporate Name of Client: Getty Images
Agency: R/GA, London
Global Chief Creative Officer: Bob Greenberg
Chief Creative Officer: Nick Law
Executive Creative Directors: George Prest/ James Temple
Creative Directors: Chris Williams/Cyrus Vantoch-Wood
Associate Creative Directors: Dan John/Peter McClelland
Copywriter: Michael Russoff
Technical Director: Ben Barnett
Description of the Project
Getty Images needed to change their image. People’s current perception of Getty is a monopolistic industry leader. They wanted to be thought of as an open, modern, digital business. We approached Getty’s perception issue by transforming the icon at the heart of their business: the Getty watermark. Previously, the watermark was a restrictive, closed symbol. We redesigned it to be an object of openness, information, and utility—and transformed the Getty brand in the process.
The new Getty watermark champions its contributors, empowers its customers, and romances its very business model—the content that it protects.
The key information is directly overlayed onto the asset, creating a contained area for relevant and useful information. The watermark is also interactive. Links to the photographers, dates and locations are clickable.