Hangar 12
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Challenge
Hangar 12, a CPG-focused marketing agency, needed a website that matched its evolving identity and dual strengths in integrated marketing and brand design. Their existing site no longer reflected the agency’s bold, modern approach, and stakeholders were uncertain about the brand’s future direction. They needed a strategic creative foundation that clarified who they were and where the brand should go.
Strategy
To guide the team through that uncertainty, I developed two distinct visual concepts for the new website. One used layered textures and a vintage collage aesthetic to showcase the agency’s creative depth; the other embraced bold typography and vibrant color to express a confident challenger-brand personality. I shaped the messaging, structure, and visual language for both directions, giving Hangar 12 two strategic paths grounded in their values and audience.
Results
The exploration provided Hangar 12 with two compelling brand directions, each strong enough to move forward. The concepts created internal alignment and excitement, giving leadership greater confidence in how the brand could evolve. Although the redesign was ultimately paused due to budget constraints, the work established a strong strategic and visual foundation for the agency’s future.
Every brand tells a story before a single word is read. This concept explored a handcrafted, editorial approach that reflected Hangar 12’s creative process and deep experience building consumer brands.
Inspired by the mood boards developed during discovery, the design combined vintage illustrations, botanical elements, layered textures, and product packaging into a rich visual collage that felt collected over time rather than manufactured. The homepage balanced expressive storytelling with clear calls to action, creating a website that felt more like a brand magazine than a traditional agency portfolio.
The direction positioned Hangar 12 as an experienced creative partner with personality, craftsmanship, and a deep appreciation for the culture surrounding consumer brands.
Sometimes the strongest statement is simply confidence. This concept stripped away decorative elements in favor of oversized typography, bold color, and unapologetic messaging.
Designed for a challenger agency competing against much larger firms, the homepage embraced scale, contrast, and energetic composition to immediately communicate confidence and momentum. Large headlines, minimal supporting graphics, and vibrant brand colors created an experience that felt direct, modern, and impossible to ignore.
While dramatically different from the collage direction, this concept pursued the same strategic objective: helping Hangar 12 stand apart in a crowded CPG marketplace by expressing a distinct and memorable brand personality.
