Joy Johnson Photography

Santa Fe, NM

Joy Johnson is a brilliant travel and landscape photographer who spends her days exploring the deserts and mountains of the southwestern United States. I wanted to create a site that would put all the attention on her amazing photos, so I went with a clean, ultra-minimal layout and a crisp, white palette.

I helped Joy develop a vision for her brand and encouraged her to share more of her travel experiences on her new site — her emotional connection with the desert is impossible to resist. The result is a site that combines images and words, art and commerce, in a way that I think is really special.

The “Before” Picture

Joy came to me after she purchased a Squarespace site and asked me to help her whip it into shape. I felt that her current design and color scheme weren’t optimized to feature her incredible images and that the site should really utilize every square inch of available screen real estate.

I chose a new Squarespace base template and created layouts intended to disappear into the background and put the images front and center. Then I helped Joy create a strategy for a sort of online picture book that told the story of her adventures with images and text combined.

I wanted customers to be able to purchase prints directly from the image gallery as they explored — a functionality Squarespace didn’t provide — so I modified the layout to add purchasing capability to every page.

The Solution

I really love the minimal, spacious feel of this layout, and I’m excited to see how the site develops as Joy continues her travels throughout the deserts of the American Southwest.

Project Responsibilities

  • Sales
  • Account management
  • Project management
  • Content strategy
  • Creative direction
  • Ecommerce
  • UX/information architecture
  • Website design
  • Squarespace development



“It was a pleasure working with Tami and I couldn’t be happier with my new website! She worked very hard to create what I had envisioned for my website. Not only was she knowledgeable and efficient in her work, time after time she offered me creative ideas and invaluable suggestions for the best way to market my business. I look forward to working with Tami again in the near future on another project.”

— Joy Johnson
Owner, Joy Johnson Photography