Overview

We worked with Brad to transform an increasingly complex portfolio into a focused, easy-to-navigate digital experience. The project began with a comprehensive audit and organization of his photography archive, helping establish a strong foundation before any design work began.

Through strategic content planning, gallery restructuring, and a refined visual direction, we created a website that feels both professional and personal. The new structure allows visitors to quickly understand Brad's specialties while making it easier for him to maintain and update the site moving forward. The result is a cleaner, more curated portfolio that places the focus exactly where it belongs: on the photography.

Process & Workflow

Content Audit & Asset Organization

Before redesigning the website, we evaluated Brad's existing Squarespace site and photography archive.

This phase included:

• Reviewing existing content and navigation

• Auditing the image library

• Cataloging and organizing over 14,000 individual assets

• Identifying and removing duplicate files

• Creating a more structured and manageable archive

By investing time in content organization first, we ensured the new website would be built on a clean and sustainable foundation.

Information Architecture & Content Strategy

One of the primary goals of the project was simplifying the user experience.

We worked closely with Brad to reduce the website to four core pages:

• Home

• About

• Galleries

• News

This streamlined structure eliminated unnecessary complexity while making it easier for visitors to discover his work and understand his background.

Gallery Strategy & Portfolio Curation

A significant portion of the project focused on restructuring Brad's portfolio into clearer categories that reflected both his strengths and the breadth of his work.

We developed four primary gallery groups:

• Architecture + Interiors: Brad's strongest category and primary area of specialization.

• Places + Landscapes: Focused on environmental and destination-based photography.

• People + Street Portraits: Designed to showcase human-centered storytelling and portrait work.

• Action + Events: Created to house high-energy, documentary-style work.

Brand Direction & Visual Design

Rather than creating a highly stylized website that competed with the photography, we developed a visual system that supported the work.

The brand direction focused on:

• Muted beige and maroon tones

• Elegant serif typography

• Clean layouts

• Minimal distractions

• Strong image presentation

The goal was to create a website that reflected Brad's personality while ensuring the photography remained the hero of every page.

Design, Development & Training

• Designed and developed the site on Squarespace

• Created a custom visual theme aligned with the new brand direction

• Optimized gallery experiences and navigation

• Ensured responsive performance across desktop, tablet, and mobile devices

Following launch, we provided:

• Squarespace training

• Content management guidance

• Publishing support

• Website maintenance recommendations

This ensured Brad could confidently manage future updates and portfolio additions independently.