Creative Direction, Branding Design, UI Design
I led the creative direction, branding, and UI design for the new WGI website, developing a digital experience that establishes the visual language and personality of the brand ahead of launch. From the logo and brand identity to the site’s layout, typography, imagery, and interactive elements, I designed the experience to feel intentional, elevated, and distinctly WGI.
The site was designed around movement and interaction, with much of the animation responding to the user’s scroll. Subtle details—including spinning icons, expanding and retracting lines, animated transitions, interactive accordions, and scrolling leadership profiles—create moments of discovery throughout the experience. On the Approach page, a hand-drawn illustration of the Hilton Fort Wayne room transitions into the completed imagery, visually reinforcing WGI’s role in bringing a concept from vision to reality.
As the site is currently pre-launch, imagery and content throughout the experience intentionally combine existing WGI assets with placeholders and visual references for future photography and content development. I established image direction and curated inspiration across key pages to create a clear visual roadmap for future shoots while maintaining a cohesive experience in the interim.
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