Vigilante Marketing
Velvet Theory
Peter Vigilante
Velvet Theory is an independent creative agency in Calgary, working with brands across Canada under a simple mantra: design with purpose, write with intention. Led by co-founders Andrea and Kirstie, their team brings strategy, research, writing, design, production and media together, working as an extension of their clients’ own teams for brands like TacoTime Canada, Jugo Juice, Taiga Building Products and PinkWood.
Vigilante Marketing built the new velvettheory.com from their Figma designs, set it up so their team can publish new case studies on their own, and hosts the site.
Velvet Theory’s work speaks for itself, but their old website was no longer doing it justice. They had sharpened how they talk about the agency and designed a new site in Figma, with bold type, their plum and pink palette and a case study for each major client.
They needed a web partner to turn that design into a real website, faithfully and on every screen size.
Case studies are the heart of an agency website, and Velvet Theory adds new ones as their work grows. Building each one by hand in a page builder would have been slow and easy to get wrong.
They needed a site their own team could keep current: add a project, upload the images and video, and have it appear in all the right places without calling a developer.
We built the new velvettheory.com on the Impreza theme directly from Velvet Theory’s Figma files, matching the type, spacing, colours and layouts across the homepage, Work, Humans and Careers pages and every case study. Each section was checked against the design on desktop, tablet and phone.
With the layout locked in, our designer added a layer of motion: headlines, cards and images that ease into view as you scroll, giving the site the same considered feel as Velvet Theory’s own creative.
Every case study now runs on a single page template powered by custom fields. The team fills in the headline, intro, assignment, approach, work, outcome and their role, then picks an accent colour from the Velvet Theory palette. The numbered sections, layout and styling all come from the template, so every case study stays consistent.
Images and videos upload straight into a gallery, and a looping video can play behind the case study header, like the PinkWood campaign. The Next Case Study link updates itself based on the order of the work, and new case studies go to the top of the list automatically.
The Work page and the Selected Work section on the homepage are automatic lists, so a new case study appears in both places the moment it is published, with its own tile colour and caption. A single checkbox decides which projects feature on the homepage.
Before launch we wrote SEO titles and descriptions for every page and case study, removed plugins the site no longer needed and updated the theme and page builder to their latest versions. On launch day we moved the site to its live domain, checked every page and the sitemap, and handed it back to the team ready to go.
Velvet Theory now has a website that looks and reads like their work: confident, considered and easy to explore. Their team can publish a new case study in minutes, video and all, and the rest of the site keeps up on its own.
