Kindasorta Studio
2026
Kindasorta is a community-oriented marketing agency based in San Francisco and founded by Mallory Loar, former marketing lead at Discord, who mostly works with companies in AI and gaming.
They had no site, no track record, and a brand identity still being built by Fiona Tran while I designed. For an agency that sells creative work, the site is not a brochure. It had to serve as portfolio and pitch when there was still little client work to show. So it needed to be ambitious enough to fill that gap, and solid enough for a game studio to sign on that basis.
Approach
I played with interruption. The content stays serious throughout and the page follows a classic agency site structure, but it gets regularly interrupted. In the hero, grass grows under the cursor, a nod to "touch grass." Strange visuals appear as you scroll. Under the footer, a chalk wall anyone can write on. These elements set the page's rhythm and root it in the agency's intentional "controlled chaos."
Effects like these can't be specified in a mockup. They only work once the timing and the feel are right, which means designing by building. With my development skills and Claude, I could iterate quickly, building my own debug tools to refine the feel of complex effects.
I also built the site so the team could edit it at any time as their positioning sharpens, without coming back to me.
The site has been widely appreciated by users and led to many prospect conversations.
