Kaydence
Re-envisioning the Vancouver-based design agency.
Senior Designer
Figma, Illustrator, Photoshop, Webflow, Premiere Pro, Lottie, Spline, Notion
K 2.0
After a year and a half at the agency and being promoted to Senior Designer, I was tasked with reimagining the agency's visual identity and digital presence to be more in tune with the progress it has made and also better showcase its projects. And more importantly, to streamline and document our design and development processes with scalability in mind. We called this internal project K 2.0.
I refreshed Kaydence's visual identity by creating new visual assets, including 3D designs, and designed new wireframes for the company website. I ensured consistent interactions throughout the website and developed the build accordingly. Additionally, I created new marketing materials and defined the company's design and development processes, all of which along with other important details regarding the company's operations, was compiled into a comprehensive wiki built on Notion.
Challenges
- Mapping stakeholder's vision.
- Designing for designers!
- Navigating time constraints.
- Working on the project alongside client projects.
Solutions
- Broke down stakeholder's vision into clear tangible steps.
- Designed a comprehensive brand guide encompassing the brand's new path.
- Designed new, original visual assets including 3D assets.
- Laid out the structure and design of the website.
- Developed the website and created custom animations and interactions.
- Documented agency's new design and development processes along with other important information regarding the company's operations in a comprehensive wiki built on Notion.
3x
A world of melodies
I began by mapping out the stakeholders' vision by ensuring that I had a deep understanding of their distinct taste, creative goals and business objectives. Working closely with the key decision-maker, I made sure to align their values and preferences with the direction of the project.
I also conducted thorough research into the target audience, which had a B2B element to it as well. By analyzing market trends and understanding the competitive landscape, I made sure the final product would speak directly to the audience's needs, while still pushing the company's boundaries creatively.
designing for scale
I developed a comprehensive company wiki to streamline and scale our creative processes effectively. This central hub includes documented workflows for design and development, ensuring consistent quality and scalability in our output. It also features detailed client profiles, essential administrative files, onboarding materials, design resources like internal Figma libraries, and a well-organized code repository. Together, these resources empower our team to work more efficiently, maintain consistency, and deliver seamless results as we grow.
Keys to Visual Harmony
Drawing inspiration from the structure and flow of piano keys, I crafted a visual direction that served as a foundation for the brand's distinct identity. This approach informed the creation of a comprehensive brand guide, 3D elements, and wireframes for the new website, along with marketing materials— each designed to work in harmony across varying touchpoints. Like the keys of a piano, each element plays its role in composing a unified and consistent brand experience.
Crafting the Digital Experience
Using Webflow, I transformed approved wireframes into a fully functional website, weaving in the 3D elements and crafting custom animations and interactions. Each step, from design to development, aimed to create a seamless user experience. With careful testing and iteration, I ensured that the final product embodied the brand's vision while delivering an engaging digital journey.
Harmonious Interactions
Drawing inspiration from musical elements, I crafted elegant and simple animations that reflect the rhythm and sophistication of the brand. Each interaction was designed to resonate with the intended audience, creating a seamless and engaging experience throughout the website. The animations were tailored to enhance usability without overwhelming, striking the perfect balance to elevate user engagement while maintaining the brand’s refined aesthetic.
