The scale and timeline of the project required a highly collaborative approach. Each portfolio company began with a new visual identity developed by Nick, which I then translated into a complete digital experience.

As each website was completed, I moved into the next portfolio brand while continuing to support marketing materials for brands already moving through the process. This created a rolling workflow of brand implementation, web design, approvals, revisions, and production.

With multiple brands moving simultaneously, staying organized was just as important as the design itself. New logos and brand assets were sometimes being finalized while websites and collateral were already in production, so I maintained close communication with both the Cooth team and FullTerra's stakeholders to make sure every deliverable reflected the latest approved direction.

One of the biggest design challenges was creating a portfolio of brands that felt connected to FullTerra without making every company look the same.

Each brand needed to share visual DNA with the parent company, particularly through related color palettes and overall design sensibility, while still feeling like a distinct business with its own audience and personality.

One of my key strategies was to use each new logo as a starting point for the broader visual system. I pulled shapes, forms, and graphic details from each logo and expanded them into larger visual elements that could be used throughout the website and marketing materials. This gave each subbrand its own recognizable visual language while keeping the design system rooted in the identity that had already been established.

From there, I carried each identity into the website through typography, layout, color, graphic treatments, photography, and supporting visual details, creating consistency at the portfolio level without sacrificing individuality.

The portfolio companies operate in highly specialized industries, which meant authentic photography was especially important. Much of the client's existing photography library was old, low resolution, difficult to navigate, and inconsistently labeled.

Rather than defaulting to stock photography, we worked with the client to determine where stock imagery made sense and where authentic project photography was essential. We also developed creative photo treatments using filters and visual effects that made lower-resolution photography feel intentionally grainy and textural rather than simply dated.

I partnered with the client to recover higher-resolution versions of images wherever possible, incorporated newly uncovered photography as it became available, and helped reorganize and accurately label the photo library for future use.

That organization also became valuable on the websites themselves. For portfolio galleries showcasing specialized work, accurate photo captions and project context were important to communicating what each company actually does.