When Jim Golden was a child growing up in the 1980s, he identified as a geek. He was enamored with the technology of his youth, and waxed poetic about using a rotary phone to dial up his modem. The renowned commercial photographer’s career has spanned more than 15 years, taking him from the fast-past advertising world of New York City to the more laid-back vibe of his studio in Portland, Oregon. Though his aesthetic has grown and shifted in that time, his appreciation of “direct and logical design”–namely, simplicity in form, influenced by typologies and categorization–pervades his work.