Repositioning an art director as a creative brain for hire
PROJECT
Brand strategy
Positioning
Visual identity
Website design
Backround →Amanda Sebastiani is an experienced art director with years of agency, brand work and creative team leadership behind her. While the work itself was strong, her online presence still functioned like a traditional portfolio—one designed to attract recruiters rather than collaborators.
The work communicated experience. The brand didn’t yet communicate perspective.
the problem →The portfolio created several unintended signals:
Projects organized around past employers
Messaging centered on job history
Visual identity that felt neutral and corporate
No clear invitation for collaboration
A platform built like a résumé rather than a practice
Result
Amanda appeared as a candidate rather than a creative partner.
Strategic Shift →From Portfolio to Practice
Before — Portfolio site
After — Creative practice platform
Instead of presenting a timeline of past roles, the brand positions Amanda as a creative partner—someone teams can bring in when they need experienced perspective and clear creative direction.
This shift required more than a visual refresh. It meant rethinking how Amanda’s work and thinking are presented altogether.
The goal was simple: shift the focus from past roles to present value.
Three key changes shaped the platform.
First, the case studies were rebuilt to reveal the thinking behind the work. Each project now walks readers through the challenge, the creative decisions, and the outcome—showing not just what was made, but how Amanda approaches problems.
Second, the portfolio was intentionally pared down. Rather than displaying everything, the focus moved to a smaller set of strong, representative projects that better reflect Amanda’s perspective and range.
Less work shown. More insight revealed.
Finally, the site introduces clear ways to collaborate. Instead of rigid service packages, the structure invites conversation, making it easy for teams to bring Amanda into projects in the way that makes the most sense.
Together, these changes transform the site from a gallery of past work into a platform that demonstrates Amanda’s approach and creative perspective.
Not a portfolio. A practice.
Positioning Amanda herself as the offering also meant the brand needed to stand out clearly in a crowded creative landscape.
Many independent creatives rely on portfolios that feel interchangeable—grids of projects with little framing or narrative. For someone offering strategic thinking and creative direction, that format simply doesn’t communicate enough distinction.
The identity needed to do more than look polished. It had to convey confidence, clarity, and a point of view.
When the creative mind is the offering, the brand needs to carry presence.
The result is a visual system that feels intentional and recognizable, while still allowing the work—and the thinking behind it—to remain the focus.
design direction →csad?
Because Amanda herself is the offering, the identity plays an important role in making her presence recognizable and memorable.
The system balances restraint with distinction—clear typography, strong structure, and an editorial sensibility that mirrors the way Amanda approaches creative work.
Nothing feels decorative or excessive. Every element supports clarity and perspective.
The identity is built around a few guiding principles:
Editorial aesthetic
Suggests thoughtfulness and perspective rather than job-seeking.
Confident typography
Signals experience, authority, and a clear voice.
Structured layouts
Reflect the clarity and logic behind Amanda’s thinking.
Restrained palette
Keeps the focus where it belongs—on the work and the ideas behind it.
Together, these elements create a visual system that feels deliberate, recognizable, and quietly confident.
Then show:
logo
typography
website layouts
case study pages
work presentation →csad?
The website was designed to reinforce this repositioning.
Projects are now presented as structured case studies that guide readers through the work—from context and challenge to creative decisions and outcomes. Rather than simply displaying final visuals, the format reveals the thinking behind them.
The portfolio itself was also pared down. A smaller set of strong projects allows each one to receive the space and clarity it deserves.
The site also introduces flexible ways for teams to collaborate with Amanda. Instead of predefined packages, the structure invites conversation—reflecting how creative partnerships often work in practice.
In the end, the website functions less like a portfolio and more like a platform for collaboration.
outcome →csad?
The new brand reframes Amanda’s role from candidate to collaborator.
Instead of presenting herself as someone seeking a position, she now shows up as a creative partner teams can bring in when they need experienced direction.
Early results include:
clearer positioning in conversations with clients
stronger narrative around her expertise
a platform built for collaboration rather than employment
Sometimes the work doesn’t need to change.
Only the frame around it.
Client outcome"When the creative mind is the offering, the brand needs to carry presence."
Allie Rigby—Founder, Sunlight Editing
Result: Confident launch and aligned website