Website design and development for fashion photographer and YES associate Gemma Booth. Working closely with Gemma we set out on the design process with the core idea of a photographic website reduced to it’s fundamental elements, while playfully reflecting the spirit of the photographic content. We allowed the images to appear without any text visible, and to dynamically scale for different sized screens. A flexible typographic identity was designed, allowing the site to evolve as new content is added. Each time the site is viewed a different typographic element is revealed to the viewer, keeping the site fresh and dynamic.