December 21, 2019
Alex is a wedding photographer who reached out to me last summer for a consultation for new branding for her photography business. She felt like her current branding was a little outdated, inconsistent, and didn’t represent her brand the way that it should. She also wanted to update her ShowIt Website with her new branding once complete.
During our consultation, we formed an instant connection about our love of the ocean and I could immediately tell how much her business would benefit from a beautiful new brand that truly reflected her business and attracted the types of clients she wanted to work with. Alex already had such a clear vision of who her ideal client was, down to where she vacations and what she likes to do for fun on the weekends, and I could hardly wait until her project start date to get started.
Once I receive the completed brand discovery questionnaire from my clients, I then move on to the creative direction phase where I dive deep into really understanding my clients brand, who they want to attract, and how they want to make people feel.
“A branding experience that makes your audience feel inspired and excited to celebrate their big day knowing they will have beautiful photographs to capture the memories from it– an identity that is fun and celebratory paired with a classic nautical style.”
fun & celebratory
makes you smile
After finalizing the mood board, I moved on to crafting 2 complete logo concepts for Alex. My logo presentations always include all logo variations in full color, and I present them with mockups related to the client’s industry to really help them visualize how their branding will look “in the wild”.
This concept feels fun and celebratory to convey how Alex’s couples’ wedding day will feel with her as their photographer/bonus bridesmaid. I used customized type that incorporates subtle waves in the lettering paired with nautical flags spelling out her company initials “AKP”. Finally, a little wave detail further infuses a nautical feel.
Her audience would associate this concept with celebrations by the sea.
The curvature of the letterforms in this concept feels a little more romantic than your classic serif type to convey how Alex’s photography services were made for the classic bride who is also modern and fun. I also included a little wave in this concept for a fun detail that connects her brand to the coast.
Her audience would associate this concept with classic, romantic, coastal celebrations.
While trying to decide which direction she would like to go, Alex actually did a fun test where she presented both logo concepts to a variety of people, some being her ideal clients and some people who were not necessarily her ideal clients.
What Alex discovered in her test was that ALL of her ideal clients loved both concepts, and they all immediately picked up on the secret meaning behind the nautical flag icon, while those that weren’t her ideal clients still liked that concept, but didn’t understand the reference. She loved how the flags helped her form an immediate connection with potential clients through the secret message.
Alex’s feedback was that she loved Concept 1, but wanted to make it feel a little more mature and she also really loved the circle submarks from Concept 2, so I moved on to refine the concept to the final version you see below.
Based on Alex’s feedback from the initial round of logo concepts, I created a concept that is almost a hybrid between the two, blending the fun celebratory tone of concept 1 with the more mature serif font of concept 2. I further customized the type to add in a wave detail as well as some additional interest where the “A” interacts with the “K” in the secondary logo option. The script font for “photography” adds a bit of a celebratory tone back in when paired with the wave and nautical flag message. Further changes include the overlapping nautical flags being spaced slightly to avoid overlapping lines and the flags moved to the top on the primary logo.
Alex’s audience would associate this concept with celebrations by the sea. It feels fun, but still classic and mature.
These subtle wave patterns were designed to round out Alex’s branding and provide a fun element that can be used on collateral items such as tissue paper, stationery backing, or even as backgrounds on sections of her website .
I included a fun pattern incorporating her flags as well!
Alex’s brand design also included typography selection so that she can ensure that her brand stays consistent across all platforms. As shown above, I selected fonts for a Heading, Subheading, Body Copy, and an Accent Font. These fonts are all called out in her brand style guide along with all of the specs to ensure she is using proper tracking, letter case, and size.
For Alex’s business card design, I created 3 different concepts with the third concept featuring some photos she has taken. As you can see in the photos below, I created concepts that would each have a slightly different back because I knew Alex wanted to print with Moo.com and their business card printing includes their Printfinity service at no additional cost where you can have a different back for each of your designs! I really love the quality of Moo products and always love it when client’s choose them for their printed products because I know it will represent the brand in the best way possible!
Alex went with the 3rd option and I love how pretty it looks to pair her photos with the rest of her branding. This was an intentional part of the process to make sure that her branding felt cohesive with her photography and editing style. This just wouldn’t look as perfect if her photos were dark and moody .
I designed this just for fun to show how all of Alex’s branding could work together! As you can see, this pulls in her secondary logo for the top of the box, one of her submarks for the sticker, and one of her pattern designs for the tissue paper.
I can’t take credit for Alex’s beautiful website design. She actually did everything herself on the ShowIt platform (the only platform I love for Client website designs). She used the brand style guide that I provided her to pull information for her color and typography specs and input them into ShowIt to customize a template that she had already purchased. She then pulled in all of her new branding elements and worked tirelessly on creating all new copy throughout her website.
Go take a look at her ShowIt website that she created herself! It’s absolutely stunning and I’m so impressed!
Interested in your own custom branding and/or ShowIt website design? I’d love to help! Currently booking clients for 2020, so get in touch for a free consultation and I’ll help elevate your brand so that its not only one you are proud of, but also attracts all the right people so your business can grow.
i will get back to you soon!
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