HS 3.1
HS 3.1 is live. What started as a redesign became a rethink of how I present my work, how the different parts of my practice connect and what I need the site to become next.
More than a redesign
The previous version of my website did its job. It gave my work a place to live and helped me present projects I was proud of.
But over time, it stopped reflecting the way I actually work.
My role has moved further between strategy, creative direction, identity and digital experiences, while I’ve also started writing more, developing ideas of my own and thinking about what I want to build beyond client projects.
The new site needed to make room for all of that without becoming complicated.
So HS 3.1 is no longer just a portfolio. It is becoming the home of my creative practice.
A new structure
The biggest change is not visual. It is the way everything is organised.
Each part of the site now has a clear purpose:
- Work — commissioned projects and case studies.
- Originals — self-initiated projects, ventures and experiments.
- Journal — thoughts, observations and things I learn along the way.
- Services — what I do, how I work and the different ways we can collaborate.
- About — more of the person, experiences and ideas behind the work.
The separation gives each part more room while still allowing everything to feel connected.
A client project does not need to compete with an experiment. A short thought does not need to become a case study. An idea can start in the Lab and develop into something much bigger over time.
That flexibility was important.
Built to evolve
I have rebuilt my website enough times to know that I did not want HS 3.1 to become another version I would outgrow in a year.
This time, I focused on building a system rather than a fixed portfolio.
The design is more editorial, the structure is more flexible and the underlying system gives me space to keep adding new work, writing, experiments and ideas without having to rethink the entire website every time something changes.
There is still a clear visual direction, but the goal was never to create something that feels finished forever.
It was to create a foundation that can evolve with the work.
What is still left
HS 3.1 is no longer a beta, but there are still things I want to improve.
- Restructure and redesign the case studies page.
- Document and publish new projects.
- Fix a few small bugs and inconsistencies.
- Continue refining interactions and details as I use the site.
- Add motion to the site.
I could keep holding it back until every detail feels perfect, but that would miss the point.
The foundation is complete. The rest can grow from here.
What comes next
This rebuild happened at the same time as I have been thinking more seriously about what I want the next few years of my career to look like.
The kind of work I want to make. The people I want to work with. The ideas I want to explore. And the things I want to build for myself.
Some of that direction is already visible throughout HS 3.1.
The rest is coming next.
