As with all projects we undertake, the starting point is always good research. We looked at the competition, the requirements, the audience and debated which direction this website should take. The overwhelming requirement of a photographer specialising is fashion shoots is fashion. Therefore we had to ensure our designs delivered. In our eyes that meant using a photograph as the websites background. This could then take us to a place or setting which otherwise would have been impossible using traditional means. We decided on a distressed wall background which lent itself to both a grimy factory setting and also to a luxury penthouse setting, depending on your take of it.