Building Will Reed’s Top 100
A Cohesive Award Program & Event Brand From the Ground Up
In early 2023 Will Reed, a boutique tech recruiting firm in Dallas, reached out with a challenge that was equal parts strategic and creative. They had launched the first version of the Will Reed Top 100 in 2022. For 2023 they wanted something far more intentional. They needed a fully realized program brand that could highlight early-stage companies shaping the future of workplace culture and support a national audience of founders and operators.
They wanted a brand that could stand on its own and still feel at home within the Will Reed world. They also needed a communication system, a digital experience and an in-person destination event in San Francisco. In short, the project required building the entire program from the ground up.
That’s where our work began.
Phase 1 | Brand Architecture and Strategic Foundation
Before anything visual was created we worked with Will Reed to map the relationship between the parent brand and the Top 100 program. The goal was simple: create something celebratory and distinct while still feeling connected to the main Will Reed identity.
This meant clarifying how the program should look and behave, how it would grow year over year and how it would communicate its message to founders and teams across the startup world.
We established the foundation for every decision that followed:
A clear sense of purpose for the program
A brand hierarchy that made the Top 100 recognizable without competing with Will Reed
A flexible system that could work across digital, print & live event environments
Phase 2 | Logo, Colors and Typography
Once the structure was in place we moved into visual development. We designed the Top 100 logo, created the color palette and selected the typography system. These choices were made to signal that the awards program was its own entity but still lived comfortably inside the larger Will Reed brand.
The result was a brand that felt fresh and celebratory while maintaining credibility and alignment with Will Reed’s tone and visual world.
Phase 3 | Messaging and Communication Flow
With the identity established we built the communication system that would guide nominees, honorees and partners through the experience.
We created:
A messaging structure for the entire program
Email templates for each stage of nomination & announcement
Web & social copy
Clear explanations of criteria & award categories
Everything needed to feel consistent, warm and clear. The program speaks to early-stage founders who value culture and the language needed to match that energy.
Phase 4 | A 100-Profile Website Built on Squarespace
One of the most complex parts of the project was the website: a custom Squarespace build designed to house 100 individual company profiles. Each profile included a logo, company overview, founder details, social links, award information and a short narrative that brought the company’s story to life.
Beyond the profile pages the site also featured:
Structured navigation for browsing the list
Highlight sections for special award winners
Program context & storytelling
A polished visual system that matched the new brand
This site required thoughtful UX planning and a deep content workflow. It was one of the heaviest technical builds we produced in 2023.
Phase 5 | Swoogo Microsite and Registration Flow
Before the full website launched Will Reed needed a place to communicate early event details and manage registration. We designed a temporary Swoogo microsite that handled sign-ups, travel information and program updates leading into the event.
Phase 6 | San Francisco Event Branding & Collateral
The program culminated in a destination event in San Francisco. The digital brand was translated into a real-world experience that felt cohesive from the moment guests arrived.
Environmental signage
Presentation graphics
Printed programs and materials
Wayfinding elements
Visuals used throughout the venue
The event felt unified, polished & celebratory – a natural extension of the work done over the eight months prior.
The Outcome | A Fully Realized & Scalable Program Brand
Across the project timeline Brand Perfect helped Will Reed:
Build the Top 100 brand from strategy to execution
Create the program logo, color palette & typography
Develop an entire communication ecosystem
Design a robust website with 100 company profiles
Produce digital templates, infographics & branded materials
Deliver a complete event identity & on-site experience
This was one of our most integrated projects of 2023. It touched nearly every part of brand building: strategy, visual identity, UX, messaging and event design. The result was a program that felt thoughtful, cohesive and ready to grow.
