WILLIAM SCALIA | ART + DESIGN + CREATIVE

CLIENT

WWW.IMAX.COM

BRIEF

Design a compelling lobby poster for partner theater distributors to communicate the unique advantages of the IMAX experience over competing premium formats. The goal was to translate complex technical specifications such as porjection, sound, and theatre geometry into digestible, visually impactful graphics that educate and convert moviegoers in high-traffic areas.

STRATEGY

The approach utilized a premium, dark aesthetic accented by IMAX’s signature electric blue to evoke cinematic immersion. Complex technical differentiators were distilled into sleek, futuristic infographics and diagrams. The visual hierarchy heavily emphasized “The IMAX Difference,” positioning the format not just as a bigger screen, but as the superior, unmissable cinematic choice.

CLIENT

WWW.SNAP.COM

HUMAN RESOURCES
BENEFITS GUIDE

CONCEPT, LAYOUT, TYPOGRAPHY,
AND DATA VISUALIZATION

Project DATE | 2019

BRIEF

Design a comprehensive Human Resources Benefits Guide for Snap Inc. that translates complex insurance, retirement, and wellness information into an engaging, brand-aligned experience. The goal was to replace standard corporate documentation with a vibrant, scannable handbook that resonates with a creative, tech-forward workforce.

STRATEGY

I utilized Snapchat’s iconic visual language—including bold yellow palettes, playful illustrations, and Bitmoji-style aesthetics—to humanize technical data. By focusing on high-impact data visualization and a clean typographic hierarchy, I ensured that critical information remained the priority while maintaining the playful, “family-first” culture of the organization.

CLIENT

WWW.MONSTERBASS.COM

MARKETING BOOKLET MAILER

CONCEPT, LAYOUT, TYPOGRAPHY, DATA VISUALIZATION, PHOTO MANIPULATION AND COMPOSITING

PROJECT DATE | 2022

BRIEF

Design a comprehensive monthly educational booklet for Monsterbass subscribers to accompany their curated tackle boxes. The objective was to transform technical fishing advice and complex rigging instructions into an accessible, visually engaging guide that empowers anglers of all skill levels to effectively use their new gear and improve their catch rate.

STRATEGY

I utilized a rugged, texture-rich aesthetic aligned with the outdoor lifestyle, balanced by clean, instructional data visualization. By breaking down complex rigging techniques, like the Texas Rig, into step-by-step illustrated diagrams and bold typography, the layout ensures the content is not just informative, but immediately actionable on the water.

CLIENT

WWW.snap.com

SNAPCHAT BUSINESS TO BUSINESS ONE SHEETS

LAYOUT, TYPOGRAPHY AND DATA VISUALIZATION

Project DATE | 2018

BRIEF

Create a series of B2B marketing one-sheets to communicate Snapchat’s massive advertising reach and audience insights to potential brand partners. The project required transforming complex behavioral data and holiday performance metrics into high-impact, easy-to-digest visual summaries that empower the sales team and drive advertiser investment.

STRATEGY

I leveraged a data-first design approach, using bold typography and custom iconography to highlight key performance indicators, such as the 850M views during Black Friday. By maintaining the brand’s signature minimalist yellow and white aesthetic, I ensured the materials felt authentically “Snap,” while using structured grids to keep technical information professional and legible.

CLIENT

WWW.SNAP.COM

SNAPCHAT BLOG POST DATA VISUALIZATION
LAYOUT, TYPOGRAPHY AND DATA VISUALIZATION

Project DATE | 2018

BRIEF

Develop a suite of dynamic data visualizations for the Snapchat B2B blog to showcase user demographic insights and behavioral trends to global advertisers. The objective was to transform complex research study findings into shareable, high-impact digital assets that illustrate the unique influence and purchasing power of the Snapchat community.

STRATEGY

I prioritized visual storytelling by integrating custom character illustrations with technical charts, ensuring the data felt relatable rather than abstract. By utilizing a high-contrast yellow, black, and white palette, I created a cohesive aesthetic that maintained brand authority while breaking down dense statistics—such as user engagement and app comparisons—into instantly digestible, mobile-friendly graphics.

CLIENT

www.criterion.com

SOCIAL MEDIA DESIGN

CONCEPT, LAYOUT, TYPOGRAPHY, PHOTO
ILLUSTRATION, COMPOSITING AND FINISHING

Project DATE | 2018

BRIEF

Design a series of high-impact social media assets for The Criterion Collection to announce the Blu-ray and digital releases of iconic films like Midnight Cowboy and Paris, Texas. The goal was to create thumb-stopping digital content that honors the cinematic legacy of each title while driving engagement across Facebook and Instagram.

STRATEGY

I employed a bespoke design approach for each title, using custom illustration, photo compositing, and expressive typography to capture the specific “soul” of the film. By blending modern digital finishing techniques with the grain and texture of classic cinema, I ensured the posts felt like premium extensions of Criterion’s physical packaging, appealing to both die-hard cinephiles and new audiences.

CLIENT

www.uapress.ua.edu

Marketing Publicity
PRESS RELEASE

CONCEPT, LAYOUT AND TYPOGRAPHY

Project DATE | 2021

BRIEF

Design a high-impact marketing press release and promotional one-sheet for the novel Messiahs, published by The University of Alabama Press. The objective was to create a visually arresting announcement that aggregates critical acclaim, literary awards, and purchasing information into a single, cohesive document for media outlets and bookstores.

STRATEGY

I utilized a saturated, atmospheric color palette of deep reds and teals to mirror the novel’s intense themes of social conflict and the “prison industrial complex.” By balancing experimental textures with a clean typographic grid, I ensured that the extensive praise from major publications remained legible while maintaining a sophisticated, academic-press aesthetic.