Driven by Reeve's passion for photography, the design process began with a strategic search for a visual language that could embody Waud Capital Partners' ethos. After conversations with key team members, the recurring theme of "continuous motion" emerged as a guiding principle. I sought a photographer whose distinctive style could translate Waud Capital Partners' guiding principle of continuous motion into a visual narrative. I came across the work of Magda Biernat, a photographer whose long exposure techniques create a mesmerizing sense of movement within minimalist, sparse compositions.

When presented with Biernat's work, Reeve was so struck by the stylistic alignment that he bypassed the initial plan of using stock photography and instead commissioned her to photograph the corporate office. I directed and help execute the photoshoot, curating a selection of images that would serve as the visual foundation for the digital redesign process (a selection of shots below).

The website design, inspired by the artistic style of Magda’s photography, embraced WCP’s signature shade of purple to create a bold, bespoke look. To reflect the company’s premium nature, I adopted an editorial-style approach, prioritizing a clean, structured layout with a strong focus on typography. Large, captivating images were paired with thoughtfully scaled type, balancing visuals and text to guide the reader through the narrative. I also incorporated an animation technique where elements smoothly transitioned on and off the page, reinforcing the concept of "continuous motion."