The formal sitting follows
Krafft · The Founder
Founder of Krafft and editor of Krafft Studios. A company builder, writer and photographer, working from New York.
Will Fullerton builds companies the way he makes photographs: slowly, by hand, and with an eye for what will still hold up in thirty years. He spent his first three decades in Dallas. In 2025 he put a life into storage in a week and moved to New York, a year of hotel rooms on the way to building the thing he had been circling for some time.
That thing is Krafft, a creative house with three rooms. Advisory counsels founders on strategy, brand and communications. Krafft Studios makes films, photographs and a magazine. Ventures builds what Krafft owns. He runs all three, and he still does the work: the naming, the writing, the portraits, the edit.
He came to it sideways. Years advising founders on how to explain themselves to investors taught him that most companies do not have a marketing problem; they have a meaning problem. Krafft began in 2022 when a friend asked for help launching a firm, and the pattern set that day has not changed: begin with the people, agree on the position before anything is designed, and make every piece agree with the others.
Work with meaning, character, and staying power.
The aim, unchanged since the first whiteboard
Trust is the product. Everything Krafft makes is in service of a founder being understood and believed.
He keeps Benjamin Franklin’s thirteen virtues close, less as a creed than as a working method: one thing at a time, done properly, written down. He is interested in where craft meets economics, in why some institutions last and most do not, and in the long view, the one that lets a family hold a building for a generation or a photographer keep an archive for life.
Look up
What he has built, advised and begun. Each is a working thing, not a plan.
The first brand. Name, identity, website and launch for a real estate investment firm.
Invest with integrity. A firm brought to market with a name, a system and a launch.
Real estate held for the long term. Naming, identity and a website for a New York family firm.
Dallas to New York by way of Europe, told city by city in words and photographs.
Letters. Personal essays, portraits and reflections, each signed by hand.
Travel, culture and the people who make things. Seven sections, a growing collection.
The licensing software Krafft will run on: every photograph held, protected, tracked and licensed in a tap.
Our own club. Golf clothes made for any course, worn on camera in Member-Guest.
A private members’ dinner club, reviving the name of a mid-century supper club.
He shoots on Leica and keeps a serious archive. The photographs in this house are his, and every one can be studied, licensed or printed.
Golf is where the conversations happen. Member-Guest, on Krafft Studios, is eighteen holes with a guest at their course or ours.
Signed, WRKFullerton is where he writes in the first person: essays, portraits and reflections, ending with his signature.
Early American and European history, Franklin’s virtues, and a faith approached the Socratic way, by asking.
A formal portrait session with Krafft Studios will complete this page: one portrait in the grand manner, and four from life.
Krafft is its people. The house
