that the whole site ended up with a voice, I
think. I only used three font styles, but playing
with scale and combination throughout
made the entire site feel more like a Vanity
Fair spread than a “wall of text.” It was a lot of
effort, but now, people tell us that all of the
type is one of their favorite parts. I love that
you can almost hear Mary reading “The Why”
and that you can see Justin in the galleries and
the intention behind every section. There’s a
heartbeat, and it’s all their own.
THE EFFECT: A NEW DESIGN IN ACTION
J&M: We were looking for brides and couples
who were classic and love Audrey Hepburn,
but not stuffy and also love Halloween like we
do, who love black-and-white photography,
Halloween, she’s getting married at a mansion
in Virginia and we did her engagement
shoot in NYC, she loves black-and-white
photography and even wore a black-and-white
dress for the engagement shoot, and she is an
architect who loves classic architecture! I mean,
WHAT? It’s pure craziness what a brand with
both intention and heart can do when it’s put
out into the world!
“I love that you can almost hear Mary reading
‘The Why’ and that you can see Justin in the
galleries and the intention behind every section.
There’s a heartbeat, and it’s all their own.”
THE DESIGNER SAYS…
Show off what sets you apart.
Make sure that’s clear to your
viewer as soon as possible in every
aspect: the images you choose,
the words you write, the layout of
your site, and even the color story
you tell. Justin and Mary realized
that in a world of white, pretty,
clean and romantic, they were
dark, moody, layered and lasting.
When their ideal client opens her
20th “wedding photographer”
Overwhelmed? Unsure? Don’t
tab to their website, it’s going to
immediately set them apart.
be afraid to keep it simple.
If you’re not feeling ready for your
“forever brand” yet, strip your
website down to the essentials,
focus on attracting your ideal
client and figure out what makes
your brand tick. Some of the most
successful photographers in the
world have minimalist websites,
simple, clean logos, and focus
on showing the best of what they
shoot, and for whom.
Give the designer a little
breathing room to create.
Communicate your overall vision
along with any non-negotiable
specifics as best you can, then
step aside a bit. I can’t tell you
how many times I’ve had a client
say, “I could never have come up
with something that fits me this
well!” and how rarely I’ve had one
say, “Boy, I’m so glad I paid you a
lot of money to follow my paint-
Justin & Mary Marantz are wedding photographers and educators based in New Haven, CT.
Look for their “Lighting on the Fly” Platform Class at WPPI 2016, March 6, 3-4 p.m.
Jen Olmstead is a designer based in Bluemont, VA, who makes custom designs, and
template creations through her co-founded TONIC SITE SHOP.