Hangar 12
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The Challenge
Hangar 12, a leading CPG marketing agency, required a website that accurately reflected its modern expertise and dual focus on integrated marketing and brand design. Over the years, the brand had evolved, but its online presence lagged, failing to differentiate its services or communicate its bold, innovative spirit. Stakeholders were unsure of the direction they wanted, making it clear that a strong, strategic creative approach was needed to uncover their ideal visual and brand presence.
This project wasn’t just about creating a new website—it was about positioning Hangar 12 as a standout agency in the competitive CPG space. The challenge was to capture their dual expertise in a design that resonated with their audience while aligning with their core values of creativity and results-driven strategy.
The Strategy
To guide the stakeholders through their uncertainty, I developed two distinct design concepts, each showcasing Hangar 12’s unique identity. The first embraced a vintage-collage aesthetic with layered textures and playful imagery, highlighting the agency’s creative depth. The second featured bold typography and a high-energy color palette, delivering a confident, modern statement that emphasized their challenger brand ethos.
I also crafted the brand messaging to align seamlessly with each concept, creating a cohesive narrative across every design element. Rooted in the brand’s values and audience insights, the concepts offered two clear perspectives: one inviting and artisanal, the other dynamic and unapologetically bold. Both were so well-received that a final decision remains pending.
The Results
The discovery phase resulted in two dynamic website concepts that vividly represent Hangar 12’s expertise and vision. By crafting designs that were both visually stunning and strategically aligned, I successfully helped the stakeholders move closer to defining their brand’s future. The vintage-collage direction emphasized creativity and connection, while the bold typographical concept projected strength and innovation.
This process not only provided a foundation for the agency’s new website but also sparked excitement and clarity around their identity. The project illustrates my ability to transform abstract ideas into cohesive, impactful designs that resonate with clients and their audiences alike.
