Portfolio of Cassandra Weiss - HKW Website Redesign

REIMAGINING A DIGITAL AGENCY THROUGH INTERACTIVE STORYTELLING: HKW WEBSITE REDESIGN

IMPACT

The redesigned website evolved HKW's online presence into a more engaging portfolio experience that reflects the agency's creativity, values, and approach to digital experiences. By introducing client work, highlighting partnerships with mission-driven organizations, and creating an interactive experience inspired by the Pacific Northwest, the site provides visitors with a stronger understanding of HKW's work and personality.

MY ROLE:

Lead Designer | Tools: Figma, Adobe Illustrator, Miro

I developed the creative concept selected from multiple design directions, establishing the visual direction and user experience for the redesigned website. I created the design system and designed several key pages while collaborating with another designer on the Work and Nonprofit Hub sections. I also partnered with the animator/developer to translate the interactive experience into production-ready designs and ensure the final implementation remained true to the creative vision.

Previous site (before)

THE CHALLENGE

HKW wanted to evolve its website from a simple digital presence into an engaging portfolio experience that gave potential clients a clearer understanding of the agency’s work, creative approach, and experience with mission-driven organizations. The redesigned experience needed to balance this focus while remaining welcoming to clients across a range of industries and reflecting HKW’s playful, creative personality.

Chosen direction side-by-side with hover states

THE APPROACH

Rather than relying on a conventional agency portfolio, I designed an interactive experience built around existing Pacific Northwest-inspired artwork that reflected HKW's approachable, creative personality.

To support this new direction, I:

• Developed the overall visual direction, design system, and interface experience.

• Refined the color palette to create a warmer, more inviting brand experience.

• Expanded the site with portfolio examples and dedicated nonprofit content.

• Designed interactive states and animation mockups to guide development.

• Collaborated throughout implementation to ensure the final experience matched the design intent.

DESIGN DECISIONS

Several design choices helped transform the experience:

• Interactive storytelling created an engaging first impression while reinforcing HKW's playful culture.

• Expanded portfolio content demonstrated the agency's breadth of experience while highlighting mission-driven work.

• Improved hierarchy and calls to action guided users toward exploring projects and contacting the team.

• Responsive and accessible design considerations ensured usability across devices.

About page (start)

About page - next section (scroll)

About page - last section (scroll)

THE OUTCOME

The redesign created a more engaging website experience that reflects HKW’s personality, creative approach, and the diverse organizations they serve while giving visitors a clearer view of their work.