In Brief
The Stanford d.school - or the Hasso Plattner Institute of Design at Stanford University - is a place where students use design to develop their own creative potential. We had the opportunity to work closely with the amazing thinkers at the d.school to design and build their website.
Stanford University
Strategy &
Identity System
& Guidelines
Art Direction
User Research
Persona Development
Interactive Design
Animation &
Motion Design
Backend Systems

We worked closely with the d.school to completely rethink how they could use a web platform. We interviewed the amazing people that make up the d.school and collaborated in workshops to organize content. We developed models of how the site could celebrate and amplify contributions from all parts of the d.school. Out of this process emerged a structure for the new website.


The aesthetic for the new website needed to reflect the d.school itself. In a place of constant experimentation and incredible creativity, we wanted to capture an “in-progress” aesthetic that didn’t feel too finished. We show process in the form of grid lines, but content - like students - would be free to break the rules where it made sense. Motion and flux are represented by waves undulating and transforming. The design needed to be creative and innovative, but also authentic and welcoming.

We relied on typography, color and grids to establish structure. The design incorporates white space to provide a sense of openness and different content structure to break any feeling of monotony. Color is used boldly, with layering and collage inspired by the d.school space itself. Interactive elements add motion and movement.


We approached the site with a series of principles: give people tools and minimize restrictions. Use design to provide structure and consistency, not constraints. Embrace the (constant) change. And finally, keep things modular to offer options for people adding to the site. We applied the visual aesthetic to these principles and used them as building blocks for a cohesive and beautiful website.