Challenges
High-end photography representative, Judith Miller Inc. wanted to create a new division dedicated entirely to photography of children. She would need this new website to complement her existing, established brand identity, yet convey a more playful and whimsical vibe.

Strategy
The structure and features that were already working on the Judith Miller Inc main site became the foundation of this new brand . Within the Talent section, each photographer is given his or her own page with sub-navigation, so users can easily access thumbnails, request a portfolio and view a bio and client list. These pages act as micro sites, promoting each photographer equally. Additionally, we chose to build the site on a custom content management system, which allows Judith Miller to make updates to any section easily.

Design
We sought to give the site a softer feel than Judith’s main site to appeal to a younger mindset. We did this by creating a logo that references the JMI branding with circles playfully dotting each “I”. The larger logo combined with the rounded corners of the website’s frame create a more playful look. An interactive feature on the home page reinforces the brand with a playful, memorable touch: image-filled “bubbles” spring from the user’s mouse.

Success
The JM jr website helped Judith Miller connect with new art buyers interested in children’s photography. After 4 successful years, the site is still fresh and continues to be updated regularly.