Using the basic structure of the original DDB site, I began by carving out a phase one version that could be quickly deployed in the event of an immediate switch to the new site.

Retaining the core concepts, I simplified the layout by reducing margins and created a clean landing and contact page designed to showcase a video reel of work from the merging agencies.

Following this, I developed the concept for a new landing page. Drawing inspiration from more modern agency sites as well as McCann’s existing brand, I experimented with the scale and impact of individual elements, while maintaining enough breathing room to ensure clarity and ease of comprehension. Through several iterations, I found that stripping the design back as much as possible allowed the work itself to take centre stage.

While designing the site’s basic visual language, I developed the idea of building its visual identity around a pixel motif. Inspired by McCann’s blocky, bold global design style, the pixel became the foundation of a system used to support the broader integration of multiple agencies.

The pixel and bounding-box styling of buttons, along with highlighted and active text states, helped reinforce the visual language more clearly and created a simple, playful approach to the brand.

Working from the existing work pages, I aimed to create a more modern approach by redesigning the layout so users could view each project in either a row or grid format.

I also introduced filters to help users further refine what they were looking for. This was particularly important given the scope of projects now being displayed on the page. Allowing users to narrow content and view it in a way that best suited their needs was a key priority.

The case study page was a key focus of this design, with an emphasis on making it easy to update for future projects while extending the visual language established in earlier pages. Drawing inspiration from more modern agency sites, I structured the page around an A3 board format for each image, reflecting the award-driven nature of most showcased work, particularly submissions such as the Best Awards, and making ongoing updates more efficient.

A condensed sidebar was introduced to house all supporting project information in a more structured way. From here, users could switch between 2x2 and 1x1 grid views (building on the concept from the works page), view project overviews and challenges, and access categories, tags, agency, and client details in a clear and digestible format.

While this was a fast-paced brief, the process helped establish a more on-brand and necessary direction for the McCann site, delivering a strong phase-one foundation ahead of a full future redesign. This ensured the site could be deployed quickly while leaving room for a more fully developed experience when McCann moves forward with a complete rework.