Slow, considered photography.

New York-based photographer Michael Falco approached us looking for a new webstore to sell his growing body of pinhole photographic work. With an extensive collection of pinhole cameras, Michael began to embark into various parts of the country to capture the natural beauty of landscape and the people that live there. The photos are enormously rich with endless depth and texture. Unlike a digital photograph, the blurriness is what makes these photos so alluring.

The objective of our web design was to place the images in front of everything else. Using a neutral palette, we were able to have the body of work saturate the site with beautiful color. Images are displayed large whenever possible – like a series of postcards, and the store allows for each image to be purchased with a variety of sizing and framing options. We also included a section of the site where Michael could talk about the technical aspects of pinhole photography and show off his extensive collection of beautiful cameras.

For the logomark, we kept with this concept of postcard art and explored many options that kept with that spirit of Americana. These explorations led to a very distilled logo that can be placed on top of any of his photographs while still allowing the richness of the image to shine through. Focused on a single dot – or pinhole – the logomark is built out of an abstracted camera lens that, when set on an image, simulates the viewer looking through the camera pinhole to the image beyond.

Client: Michael Falco
Category: Branding, web design, webstore
Year: 2017-2018