Our goal — to unify the SmugMug visual language across multiple products and platforms.

SmugMug is a full-service photo & video platform for memory-makers and pro photographers. The platform provides a digital storefront, commerce and branded client galleries.
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A key to their dominance in the sector is their knowledge of, and attention to, the customer. SmugMug cares about the same things photographers care about, like Raw file uploads and frictionless workflows to maximize the time spent creating beautiful images and minimize administration.
When working up conceptual routes for the refresh of the product language, we drew inspiration from the world of photography.

The chosen visual direction celebrates depth and dimension and is a perfect companion to the signature black canvas of the brand.

“Dimension draws from depth-of-field balanced with strong composition to throw focus on what’s important.” James Green, Athlon Studio Visual Design Director.

With all the key stakeholders aligned on the vision for the design language, we then got to work on building out a comprehensive design system. Many hours of discussions with developers and designers followed, to ensure that the final system would be organized, named and structured to be highly effective for the teams who would inherit, maintain and govern its evolution.

The result; a system of components, policies and shared language to provide the tool set for designers, developers and product managers to roll out new product releases at speed.