Case Study: Archetype Internal Resource (AIR)
A centralized, human-first internal hub built to replace fragmented systems and define a global standard for employee experience.
Overview
Having identified an onboarding experience spread across legacy Google Drive folders and multiple resources, I initiated, proposed, and led the design and development of Archetype Internal Resource (AIR), a comprehensive internal platform now adopted in North America, France, the UK, and expanding into APAC.
The problem
New hires, whether account coordinators or senior executives, were sent links to massive, hard-to-navigate folder trees across various platforms (Google Sheets, Google Slides, Google Docs, Slack). Content was often outdated, duplicated, or missing altogether.
This fragmented setup caused:
- Confusion in onboarding
- The loss of important links in dense slack threads or emails
- Frustration in finding up-to-date policies
- Inconsistencies across regions
- A poor first impression of company operations
Discovery interviews
I shadowed onboarding journeys with:
- HR leads
- Operations teams
- New hires across multiple levels
- Regional execs
I sought to understand content structure and distribution methods with:
- HR
- Tech leads
This research revealed clear opportunities to consolidate, streamline, and humanize the experience.
The solution
AIR, Archetype Internal Resource, is a clean, scalable, Webflow-based internal site that now serves as the primary source of truth for all agency employees.
Architecture & UX
- Clear section entry points: Who We Are, How We Work, People, Benefits
- Modular mega-navs: support deep linking to essential subpages without scrolling
- Dedicated directory: regional staff, leadership, org charts, and contact info
- Responsive and adaptive approach for an app-like feel on mobile devices
Features
Client Excellence Playbook
- A wiki-style living playbook, evolving section dedicated to agency best practices
- Organized by function: pitching, tracking, media, coverage, awards
- Built to reduce Slack churn, avoid outdated PDFs, and empower consistent work
- Updated regularly in partnership with functional leads
The Employee Handbook
- A wiki-style centralized guide to policies, practices, and expectations
- Clear structure with sectioned navigation for quick reference
- Supersedes outdated PDFs and buried Drive files
- Built in collaboration with HR to support transparency, compliance, and confidence
Global Expansion
Due to its success, AIR was replicated with localized content and visual identity for France, United Kingdom, and APAC.
Results
- Onboarding time significantly reduced
- Dramatically improved employee confidence and autonomy
- HR teams now point to one central link rather than scattered folders
- Global adoption as the internal comms standard
Tools & Technologies
- Figma – UX and UI
- Webflow – Site build, CMS, and UI
- CMS Collections – Used for directories, playbooks, and resources
- Design System – Shared components and layouts for replication in other regions
