NKD
Branding, UX, UI & Creative Direction
ROLE
Creative Director
SCOPE
Brand refresh, visual identity evolution, art direction, illustration system, and iconography
OVERVIEW
I spent eight years at NKD, progressing from Junior Designer to Creative Director while helping shape the agency’s creative direction and visual identity over time. As part of this journey, I led a major brand refresh designed to elevate NKD’s presence while preserving the essence and recognition of the existing brand.
Retaining the original logo structure, I introduced a dynamic three-colour gradient to represent NKD’s unique model of three agencies operating under one roof. This became a central visual device across the identity, helping to communicate the agency’s integrated offering in a more contemporary and distinctive way.
Alongside this, I redefined the illustration style and iconography, creating a more cohesive and modern visual language that better reflected NKD’s innovative, multifaceted approach and strengthened consistency across digital, print, and campaign touchpoints.
In addition to refreshing the brand identity, I also focused on enhancing the website's UX and UI. The objective was to create a clearer, more intuitive, and user-friendly experience. By streamlining navigation and improving the overall interface design, I ensured that the website effectively communicates NKD's brand values and services, making it easier for users to find the information they need.
Initial Wireframe
Refined Wireframe
GIFFs animation by Asia Ciesla, illustration assets by Viktoria Kurpas
Impact
Established a clearer and more cohesive brand system across all touchpoints
Transformed the website into a more effective business development tool
Traffic increased by around 15–20% within the first 6 months
Engagement improved, with longer session duration and a reduction in bounce rate
Contributed to a steady increase in inbound enquiries (estimated 10%)