Site Design
Development
Architecture
Photo Editing
taste + translation + decisiveness.

This one reveals another part of your process that I think is worth making explicit across the portfolio: you don't force certainty before it's there. Some clients click immediately; others need to see several versions of themselves before they recognize the right one. You're willing to stay in that process without treating exploration as failure.

And yes—I would absolutely start mentioning custom Squarespace development/coding where relevant. It quietly communicates that you're not just arranging templates.

SITUATION

Wayfinder Institute came to me ready for a full reset: brand identity, messaging, website, and the way their offerings were structured and sold.

The founder knew the existing brand no longer represented where the work was headed. She also knew how she wanted the new version to feel—but getting that feeling out of her head and into something tangible took some exploration.

This wasn't one of those projects where we found the answer on the first moodboard.

WHAT WASN’T WORKING

There were several interconnected pieces to solve at once.

The identity needed to evolve. The messaging needed more clarity. The offerings needed a stronger structure. And the website needed to bring all of those decisions together into one coherent experience.

We explored logomarks, typography, color, graphic elements, imagery, and different approaches to the site itself.

Some directions got us closer. Others showed us what we didn't want.

Sometimes the work is knowing when you're not there yet.

WHAT I DID

I stayed with it.

We kept looking, talking, testing, refining, and paying attention to what was resonating until the right visual language began to surface.

Once it did, everything else became easier.

I created a complete identity system—including the logomark, typography, color palette, imagery, and graphic language—and carried it through a fully redesigned Squarespace website with custom coding to move the experience beyond the constraints of the platform.

Alongside the visual work, I helped rethink the messaging, information hierarchy, and structure of the offerings so the site wasn't simply more beautiful. It was clearer about what Wayfinder does and how someone can engage with it.

THE WORK

• Early visual explorations / moodboards

• Logo explorations → final mark

• Full identity system

• Typography + color palette

• Image direction

• Graphic elements / supporting brand system

• Homepage screen recording

• Full homepage

• 2–3 key interior pages

• Offering / sales pages

• Custom-coded Squarespace interactions or details

• Desktop + mobile views

• Before + after

• Grid showing the complete visual world

WHAT CHANGED

Wayfinder ended up with a beautiful, cohesive identity and website that finally reflected the work.

But this project is also a good example of something less visible in a finished portfolio: not every creative process follows the same timeline.

Sometimes I see the direction immediately. Sometimes we have to uncover it together.

I'm not interested in pushing a client toward a solution simply because we've reached a certain point in the schedule. If we know something isn't right, we keep looking.

The job isn't to get to an answer quickly. It's to get to the right one.