Original site
StudioAlex is well
known for superb
firearm images, but
the photographer’s
existing website is
not up to the task of
attracting her target
audiences of creative
directors, publication
editors, and high-end
gun collectors. |  |
Photography
Although recognized
for having mastered
the intricacies of styling
and lighting the
metal, matte, and
wood surfaces of her
subjects, Alex has
struggled to employ
her images to best
effect online. |  |
Fonts
DG creative director
Michael Ulrich
chose Mrs. Eaves from
Emigre (www.emigre.
com) for its classic
proportions and
understated personality.
Another candidate
was Clarendon,
which Ulrich rejected
because he felt it
looked “Western”
with the gun images
and sent the wrong
message about
StudioAlex’s business. |  |
Name
Ulrich replaced the
StudioAlex logo with a
more restrained type
treatment in keeping
with his classic
vision for the site. He
observes that there’s
always a place for a
logo in a website, but
that place is not necessarily
at the head of
the homepage.
Side navigation
StudioAlex’s clients
tend to have specific
areas of interest relating
to types of firearm
(as is the case with
specialty publications
and gun collectors),
so her portfolio is subdivided
accordingly. |  |
Images
Although Ulrich
for the most part
employed one photograph
per page in his
redesign, he advises
that paired images
can be used to create
variety within
the portfolio. This is
handy for dealing with
photos which are vertically
formatted. |  |
Credits
Each portfolio image
is accompanied by a
set of credits identifying
the publication
in which the image
appeared, where it
was used (cover, feature
story, ad), and
make and model of
firearm shown. |  |
Next image
Navigation within the
portfolio sections is
via a series of colored
squares that go
gray once the image
has been viewed.
Forward/back buttons
are also provided for
speedy inspection. |  |
