The website acts as a digital portfolio for David Loftus and preserves the understated brand style. The expansive white area gives the impression of a blank canvas, ready to showcase David's work. The 'spectrum of coloured pixels' supergraphic is brought to life through movement and animates within the website.

Proving complex to categorise, the vast subject content of David's work is catalogued to better reflect his nature - and therefore the brand's personality - through grouping images either by 'Mood' or 'Genre'. Images viewed through 'Mood' relate to the tones of colour they contain and elegantly move around the screen to form the 'spectrum of coloured pixels' supergraphic. Once clicked, the individual pixels zoom in and display a charming arrangement of images sharing similar colour hues. Images viewed through 'Genre' are arranged by sentiment and animate to form graphic fragments of the spectrum. These are divided into 'Tastes', 'Faces', 'Places', 'Spaces', 'Look' and 'Objects'.