Based in Raleigh, North Carolina, New Kind works closely with its technology-industry clients to ensure that its branding work is a product of collaboration at every stage. Needing an online platform that would communicate the nature of its process to future clients, the agency—with help from Raleigh-based development firm Big Britches Creative and Chapel Hill, North Carolina–based marketing consultant firm Newfangled—redesigned its site to showcase all its offerings, including its coaching initiative, storytelling workshop and Hopscotch Design Festival, its annual gathering of designers, thinkers, makers and storytellers that takes place in downtown Raleigh.

For its site, New Kind cultivated a design language that encourages wonder and exploration and showcases its people-first approach. The agency’s vision is to help build organizations shaped by leaders that balance possibilities with practical impacts, so its site conveys its mission through design storytelling. Big images and collages symbolize vistas where such leaders can see the bigger picture; visual details, such as icons, reference the detailed moments of such leaders’ journeys. New Kind built its site in Wordpress using the Advanced Custom Fields plugin and the Timber framework.