Cieran Murphy, a professional photographer specialising in architectural, lifestyle and travel imagery, approached GROUNDCREW with the goal of redefining his brand, website and suite of marketing material. Drawing inspiration from Dieter Rams' renowned philosophy of 'Less, But Better', our approach infused the brand with a sense of clean minimalism. We emphasised the use of whitespace, which serves to elegantly frame and highlight Cieran's photographic work. We also applied a bold grid-system that allowed for moments of flourish within a tight grid. This design strategy not only reflects the aesthetic qualities of Cieran's photography but also enhances the overall visual narrative of his brand.