After my client—Julia Rubiner—filled out my intake questionnaire, I asked her to send me a list of likes. I found out she loves black—black nail polish, black leather jackets, black skinny-brim hats. She adores her black Doc Martens and collects 1” black-and-white punk-rock pins. A theme was emerging!

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I came up with the idea of shooting a photo collage of her likes. For the homepage image, I designed and produced a collection of black-and-white pins with the logo, tagline, and some zany graphics. I taped them to Julia’s black motorcycle jacket and shot it up close. I also photographed a fun portrait of her biting down on a pencil, which suggested writing and “I don’t take myself too seriously.”