Serena Valenti is a portrait and wedding photographer who wanted to establish her brand so she could start pursuing clients with confidence. We worked on creating a logo mark and branding for her small business. The new branding is classic, memorable and professional — really making her stand out in a saturated industry.
Art Direction, Branding, Logo Design, & Collateral
Please do not replicate or steal any of this work. These belong to this client who paid good money for the time, energy, and strategy behind these designs. Not only is this a douchey thing to do, but you will be infringing on their copyrights, which is illegal.
Serena's target audience is comprised of women who are starting families. These ladies are looking to have photos taken of their wedding or kids.
Serena's main business is in portraits and wedding photography. Her goal was to book more weddings within the next couple of years, so she needed a mark that was recognizable and would appeal to that audience.
Working with a deconstructed camera theme, I created a simple lens mark with an "s" in the middle. The mark is simple and subtle, without screaming "PHOTOGRAPHER LOGO." The strong graphicness of the mark is created to stand alone, and the stacked type has alternate usages when needed.
Serena needed a versatile typeface that would look great on her print collateral, but also needed to work for her as her brand needs grew. I chose Georgia as the main typeface because of its classic elegance and cost-effectiveness. Georgia comes as a standard typeface no matter what program you use, so whether she decided to create a Word doc or email newsletter, her typeface would be consistent. Futura was chosen as a compliment typeface for its geometric characters that mimic the circular logo mark.
Serena needed business cards to hand out to potential clients, as well as a letterhead to send out personal letters with printed photos. In order to be cost effective, we printed the business cards through Moo.com and we had the letterheads templated so she could print them out herself when needed. Black string-and-button envelopes brought everything together.
Our main focus was on the brand marks and collateral, but I always like to show clients mockups of other uses of their branding so they can see how it all works together. Branding is more than just a logo.
Using the logo mark as a blind emboss on notecards or the black envelopes really gives an element of sophistication. Super simple and easy for her to do-it-herself when needed.
Some concepts for postcards that could be left at bridal shops or stores around the city. The backs would provide pricing or package details as well as contact info. These layouts could also be used for ads on popular wedding sites.
I know, I know — everyone has different opinions about using watermarks. This was an example of how a watermark could potentially be used on photographs.
Subtle pattern was created from the brand mark with the word lockup in the bottom right-hand corner (in case a client's friend see their proofs, they see Serena's name).