This week’s ‘in-the-wild’ comes from an unlikely player: the Washington State Department of Transportation.

They’ve created a sort of cult following with a unique approach to getting the word out about road closures and traffic incidents.

I’ll call it the Microsoft Paint aesthetic.

Essentially, they’re overlaying digital free-hand doodles on maps to make timely announcements.

It’s hilarious, and it’s…working?

​Axios Seattle covered their recent viral posts and their ability to bring attention to their message by breaking the mold of dull, “professional” updates.

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So what can we apply from this example to our context as solo consultants?

1. Visuals activate memory​
   As if we needed another proof point, spend a couple seconds with that first image above and tell me you'd forget that I-5 was going to be closed
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2. Don’t copy their strategy​
   This is obviously a government agency in a non-commercial ‘B2C’ relationship with their audience.
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   Much different from you as a respectable, high-ticket B2B consultant.
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   In your context, there is reputation on the line, so don’t lose all decorum.
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3. But don’t be afraid to show some personality
   As much as a pixel-perfect visual asset gives off an aura of professionalism, it also can be looked over as sterile and dry.
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   I’m seeing more and more hand-drawn drafts of frameworks and metaphors in our arena, which signals a grasp for human connection in an increasingly AI-polished world.
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4. Remember your objective​
   These WSDOT visuals fall squarely in the ‘meme’ column of the visual spectrum I shared last week.
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   Memes are great for awareness, but don’t serve you well for driving curiosity and initiating deep conversations.
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   Visual metaphors and frameworks tend to be the most effective Headshot type for solo consultants' marketing and sales objectives as they balance speed and substance.

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All told, let this be a reminder to have a bit of fun, but keep it classy :)

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💡

-Wes

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P.S. Want one of your visuals featured on ‘In-the-wild’? Drop me an email.

I’d love to highlight the "Headshots" you’re sharing with your buyers and how they're working for your business.

And don't worry - this is meant as a showcase, not a roast :)