Grid discipline
A strict column grid held across every section, to see whether rigour alone reads as credibility.
Concept project
Stonefield Capital Group
A concept testing the line between institutional and dated.
- Category
- Visual System
The premise
Established institutions are expected to look established. But the visual cues that signal permanence — heavy rules, tight grids, muted palettes, small type — are the same ones that make a site feel like it was last touched in 2011. Stonefield was an attempt to find where that line sits.
What I was testing
Muted palette limits
How far saturation can drop before a page stops feeling considered and starts feeling unfinished.
Density of information
Packing more per screen than a modern marketing site would, the way an institution actually presents itself.
Modern rescue moves
Which contemporary details — spacing, motion, type scale — keep a conservative layout current.
What I took from it
Generous spacing does almost all the work. The same dense, conservative layout reads as either authoritative or dated depending on nothing but how much room it is given to breathe — a cheaper lever than restyling anything.
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More work
More projects
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A responsive business website with clearer service information, modern presentation, and improved customer contact paths.
Minneapolis–St. Paul, MN
Concept project
Marwood Capital
A concept exploring how to structure dense, jargon-heavy financial content so a non-specialist can follow it.
Concept project
Brookmere Capital
A concept exploring how far a single visual metaphor can carry a brand system without becoming decoration.