Pia Ulin is one of Sweden’s most prominent interior and lifestyle photographers who gained a reputation early in her career using only daylight, giving her images a warm and natural touch. She was influential in forming what is now recognised as the pared-down Scandinavian interior aesthetic. Pia divides her time between Stockholm and New York and works with international clients such as H&M Home, Ikea, Williams Sonoma and Anthropologie as well as editorial interior photography for publications such as Dwell, Kinfolk, Martha Stewart and Elle Decoration. She has been involved in a number of books, such as Nesting, Monochrome Home, Kinfolk Home and Colourful with Lotta Agaton.
Upon moving to New York, Pia needed a new identity and website for her company which would reflect her photographic style and function as a clean backdrop for presenting her work. For the stationery program, a fine pale grey paper was selected, and letterpress printing helped to convey quality and craftsmanship. The website design is discreet and built on a simple modular structure, putting the photography in focus. The landing page functioned as a pin-board of news and recent images as well as integrating her popular Instagram feed. The aim with the new identity and website was to create a design platform that was a natural extension of her photographic work.