Portfolio
Concept websites, before-and-after redlines, and brand identity work — every piece built to show judgment, not just output.
Every project below is a concept, clearly labeled as such. None represents paid client work, and no testimonials, results, or client relationships are implied. When real client projects are added, they will appear here alongside, or in place of, these explorations.
Contracting · Custom Design
Contractors sell trust before they sell anything else, and trust needs room to breathe. This exploration pairs deep charcoal surfaces with warm bronze accents and gives proof-of-craft imagery the full width it deserves.
The aim: a site that feels as solid as the work behind it, with a quote path that takes three clicks, not thirty.
Salon · Identity + Website
A salon identity where warmth doesn't cancel polish: an italic serif wordmark, a cream and bronze palette, and a booking experience that feels like a conversation rather than a transaction.
The aim: proof that a beauty brand can be editorial and inviting without a single stock-photo cliche.
Real Estate · Custom Design
Real estate sites drown in clutter. This one leads with restraint: clean grids, clear typography, and browsing hierarchy that respects how people actually look for a home at ten o'clock at night.
The aim: credibility first, listings second, and a browsing experience that never makes someone hunt for the next step.
Professional Services · Custom Design
Professional practices earn trust with precision, not flash. This exploration uses a deep green palette, generous spacing, and restrained bronze detailing to feel established without feeling stuffy.
The aim: a site that reassures a nervous first-time client before they ever reach the phone.
Independent Entrepreneur · Identity + Website
Independent makers deserve better than marketplace profiles. This exploration gives a one-person food business a full identity: warm paper tones, honest copy, and a brand that finally matches the quality of the product.
The aim: an online home that makes a small operation feel like a destination, not a side hustle.
Design Studio · Custom Design
A portfolio-led studio needs the design to disappear into the work. Muted surfaces and quiet structure let imagery lead, while the details, including a subtle bronze underline system, reward a closer look.
The aim: proof that restraint is a brand strategy, and that negative space is doing more work than it gets credit for.
The studio's critique treatment: the original site carries hand-drawn marks naming what doesn't work — the buried ask, the filing-cabinet navigation, the welcome mat where a promise should be. Drag the pencil line and the redesign pours in over the critique, the marks dissolving as it arrives. You watch the redline become the redesign.
Drag the line, or focus a frame and use the arrow keys. Right of the line: the after.
The Redline · No. 01
An emergency trade, presented like a brochure.
Concept exploration. The old site read like a brochure that happened to mention plumbing. The concept behaves like a plumber: the phone number leads, the fix has three steps, and the ask sits above the fold — less stress, more flow.
The Redline · No. 02
A salon that asked for nothing until the footer.
Concept exploration. The old site described the salon beautifully and asked for nothing until the footer. The concept books: name a service, see the price, hold the chair — from the first screen to the last.
The Redline · No. 03
A roaster that introduced itself instead of selling.
Concept exploration. The old site introduced itself and filed its coffee under categories. The concept sells instead: one line of want up top, filters that match how people actually shop, and bags that read like labels.
The Redline · No. 04
A photographer filed by blog post and number.
Concept exploration. The old portfolio greeted, then filed the work by blog post and number. The concept leads with the story: galleries named for how clients think — weddings, families, portraits — and one warm ask at the end.
This is the critique the studio sends back — free, no call required. Request a Redline for your site →
Invented identities, each drawn from the name outward — the mark, the palette, and the letterforms built to earn their place together.
Hover a card. They like being picked up.
Every concept in this gallery started as a conversation about what a business needed. Let's have yours.
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