Instrument Digital Evolution

Instrument's brand communications team reimagined the most important digital extension for the agency—


Instrument's brand team reimagined the most important digital extension for the agency—


As Brand Manager, I influenced a strategic and editorial approach—infused with data—for the redesign of on the Squarespace platform. I also managed outreach with media and industry influencers to promote the new site and work. 


We embodied Instrument's “Make the Complex Simple” ethos across all feature sets: 

  • Home page as magazine cover, highlighting the latest work, news and stories.

  • A kit of parts that allow dynamic editorial storytelling and styling of content.

  • Minimal and impactful photography, writing, case studies, and employee portraits. 

  • A private online business development tool that gives potential clients access to case studies not publicized on .com. 



“They have embraced an evolutionary mindset relating to the growth of their website. This iteration […] brings changes that take them one step further towards a purely minimalist state. They have freely exercised and embraced the power of reduction, and it works. We love the airy nature of the new site. It gets right to the point. No bullshit.”

—The Portland Egotist


Since launching in February of 2016, has exceeded its expected performance from the previous year across all success indicators.

It has been recognized on Communication Arts, Subtraction, SiteInspire and more. 


Digital Strategy
Brand Strategy
Content Strategy
Public Relations