To tackle this, I began with a discovery session to understand the company’s goals, audience, design aesthetic, and imagery direction. From there, I developed and presented two design concepts, each with a strong focus on typography and minimal design principles, to give the team clear options for establishing a visual direction. Once a direction was chosen, I built out a sitemap and wireframes to structure the content, ensuring the site could scale effectively. With limited project photos available, I curated on-brand stock imagery to capture the high-end look and feel the brand needed. While the photo direction changed several times during the project, the ultimate direction was meant to look refined, minimal and inviting.