Hugo Ahlberg is a San Francisco-based photographer with a background in design and experience working with organisations including Airbnb and UNICEF. His photography reflects the same principles as his design practice: simplicity, clarity and a strong sense of composition.

I developed a visual identity and website around these principles, creating a distinct yet understated framework for his work. A typography-led system pairs a restrained grotesque with a complementary serif, while a monochrome palette and structured grid bring subtle character and consistency.

The website carries this language into a minimal portfolio experience, using typography, spacing and image composition to keep the focus on the photography. The identity doesn't compete with the work — it gives it room to speak.