Brand Identity Refresh

As many of you know, I have a commercial photography and wedding & family photography business. It’s very important that the businesses have their own separate identities as their clients and target audiences don’t always overlap. However, my mission to connect people to one another and to the world around us is at the core of both my businesses so I wanted to find a way to create a more inclusive brand identity. I knew Pam Howard of Firebrick Design would be perfect to help me with a brand refresh because I admire her consistently excellent work and I value collaborating with someone I know and trust. Pam’s brand work for me included everything from updating my logo, designing a new color palette, and selecting typography and supporting elements. If you haven’t read my previous blog post about the personal branding photographs I took for Pam, check it out to learn more about her.



One of the most prominent ways that we unified my two photography businesses was by deciding to have just one logo. In the past I’ve always had two separate logos, but this way I’m able to streamline my brand with a simple and modern look across both businesses. Pam used a beautiful stencil typeface designed by the French designer Julie Soucanne to reflect my ethos, and the typefaces contemporary form keeps the look modern. To capture my warm, friendly, and creative personality Pam chose from a variety of primary and secondary colors in my new palette to add brightness and fun to my brand identity.




From there, we used the color palette to make slight adjustments for each brand’s design and two “A” marks for my photography logos on social media. To keep unity she used the same design with slight color adjustments to reflect each brand’s nuances. The one on the left is for my commercial photography and the one on the right is for my wedding & family photography.





For my business cards Pam took a clean & modern approach by creating a pattern of my initials to bring depth and dynamism to the card. Again, she made another version with the same patterned back but using my warmer wedding & family color palette. The image above is the digital version of my commercial business card. Additionally, Pam created the leaves icon below for me to reflect my interest in health, wellness and our connection to the earth.

One of my favorite things about working with Pam was how collaborative her process was which helped draw out ideas and suggestions I wouldn’t have thought of. Not only did Pam just consider how individual assets such as a logo, fonts, colors, business cards, website and marketing materials needed to reflect my brand identity, but she looked at how all these elements are connected to solidify my voice, tone and philosophy in a cohesive design. For my photography galleries we went with crisp and clear layouts to reflect my natural and thoughtful approach which is informed by my technical understanding. You can see below how a Pam’s unified logo, fonts and colors were implemented across both of my websites with the help of boutique website design agency Jessie Mary + Co.

Last year I also worked with art and content consultant Cameron Sterling — together we honed in on my voice and tone throughout my website. I wanted each website to communicate how connecting and caring for clients on a meaningful level is extremely important to me. Cameron also helped me with a web edit of my portfolio galleries. It was so helpful to have someone look at my images from an objective standpoint. More on Cameron soon in another blog post!

To see the full design on each of my websites feel free to have a look around my commercial as well as my wedding & family website. And be sure to keep an eye out on my social (both @allegraanderson & @lovebyallegra) and print marketing materials to come!

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