Ethan Lofgren Photography | The purpose of the Ethan Lofgren Photography website is to convert Instagram visitors into buyers of high-resolution digital street photographs. The site is designed as a digital gallery and storefront, not a print shop, and everything about the experience should communicate that the artwork is purchased as a downloadable file for personal use. From the moment a visitor lands on the site, the emphasis is on mood, atmosphere, and simplicity, mirroring the black-and-white street photography aesthetic shown on Instagram. The site should feel quiet, intentional, and gallery-like, with no visual distractions and no unnecessary steps between viewing an image and purchasing it.