The Challenge
Jay’s work is rich, thoughtful, and highly text-driven. The primary challenge was designing a website that could hold a large volume of content without overwhelming the user.

At the same time, the brand needed to balance two distinct qualities:

Professional enough to resonate with corporate clients

Personal and grounded enough to reflect Jay’s voice and presence

Approach
I focused on creating clarity through structure and restraint.

Developed a clean, modern visual system to support readability and ease of navigation

Introduced hierarchy and variation in typography to break up long-form content

Designed layouts that guide the user through information in a more digestible way

Collaborated closely with Jay to ensure the tone felt aligned—professional, intelligent, and deeply human

Each iteration of the site refined this balance further, allowing the brand to grow alongside her work.