After many years of collaborating with commercial photographer Jay Fram on several successful projects for clients, we were thrilled when he asked us to help him develop his new brand. We began by conducting interviews with his target audiences—art buyers, creative directors and corporate clients. Their input informed our work in defining Jay as “an American photographer who crafts honest, emotional images of real people and places.” That positioning was translated to a mark and complete identity system, and then to a dynamic website.
We made a conscious decision to abandon a portfolio “section” on the website, instead opting for an approach that put sortable image galleries right on the homepage. The responsive website also features an “on-set” section where you can see more of what it’s like to work with Jay, photo story galleries and his blog.