Kingsland

Agency case studies have to flex per project. One template flattens; ten bespoke pages don't scale.

Kingsland is a Brooklyn brand agency, the studio behind, among other things, the Jaywalk Rye identity that lives elsewhere in our work. Their work spans editorial brand systems, packaging, identity, web. Each project carries its own pace and its own visual language.

Their case-study surface had to do the same thing, carry every kind of project they make, without making each one look like the last one.

A single fixed template flattens every project into the same rhythm, bottle shots and editorial reports end up reading the same. Ten bespoke pages, on the other hand, can't be maintained, the team rebuilds the wrapper every time a project ships.

The right answer sits between them. A small set of layout templates, each built from interchangeable modules, that the team can mix and reshape per case study without ever leaving the system.

The work was structural: the layouts and modules a case study is built from, designed as structure and not as visual finish.

Kingsland is a brand agency, and the system had to carry every kind of project they make.

The system has two scales. Both are interchangeable; each one was wireframed before any visual design touched it.

The visual design layer comes after. Whoever themes the templates can apply Kingsland's identity (or any brand's) on top without disturbing the structure.

They share a spine (header, intro, challenge, motion, solution, content grids, social posts, results) and differ in how the middle is paced. The team picks the closest fit, then reshapes the modules inside. Pick a layout in the browser window below, then scroll inside it to read the full wireframe.

Layout One · Mixed. Balanced editorial and visual. Varied content-grid tiles and paired columns between the story beats, the default when a project has both writing and a body of work to show.

Layout Two · Minimal. Sparse and breathing. Big single images, generous whitespace, a light grid, for projects where a few hero shots carry the whole story.

Layout Three · Gallery. Portfolio-dense. Stacked multi-tile masonry grids through the middle, for identity systems and image-heavy work with a lot to show.

Layout Four · Split. Paired and split. Divider-led split heroes and two-column comparisons, for before/after, A/B, or twin-track projects.

Two case studies were built from the same four-layout, A to G kit (same spine, header to results) and themed for two completely different brands. The structure carries the rhythm; the brand carries the finish. Neither looks like a template, and neither looks like the other. Pick a page, then scroll inside it to read the full layout.

Same skeleton underneath both: a header, an intro, the challenge, a motion beat, the solution, the content grids, the social posts, the results. Kamoti runs it dark and product-forward; Añejo runs it warm and editorial.

A template system is the part of an agency's site that has to keep up with the agency's own work.

Agency case-study sites have a specific failure mode: they get built once, work for a year, and then the work outgrows them. New project doesn't fit the template, so the team builds a one-off. Three one-offs later, the site is a museum of inconsistent layouts and nobody wants to ship the next case study because it'll need its own page too.

A template system fixes the trap by refusing to be a single page. Layouts cover the broad pacing decisions. Modules cover the granular ones. The team adds new modules as new project types appear; the layouts pick them up automatically.

See Kingsland ↗