BRAND STRATEGY, BRAND IDENTITY & COLLATERAL DESIGN

PROJECT GOALS:

• Build credibility as a solo business

• Attract high-end customers

• Design an indulgent brand experience

BRAND ARCHETYPE:
The Creator

PERSONALITY KEYWORDS:
Authentic | Sophisticated | Intimate | Artistic

CLIENT WEBSITE / INSTAGRAM

Our aim with Rachael’s branding was to strike a perfect balance between elegance and personality.

Her mission, brand personality and photographic style all aligned well with this sentiment. We started by crafting her brand narrative, which positions Rachael as a curator of emotions. Throughout her core brand strategy, we highlighted Rachael's commitment to intentional choices, attention to detail, and curated aesthetics that strikes a balance between sophistication and authenticity. The artful aspect and the timeless keepsake nature of the photography led us to believe that she needs to be appealing to a high-end clientele that yearns for authentic, intimate photography.

This, along with the foundational knowledge we got from competitor analysis, target audience research, brand personality construction and the positioning of the brand helped us to develop a visual direction strategy that is subtly feminine and high-end without being extravagant. We developed an olive-based monotonous colour palette that is elegant but full of character. The selected typography was a combination of sophistication and authenticity, thanks to the condensed serifs and the handwritten scripts. Paper-based textures, stunning brand pattern, and the collateral designs all came together to communicate Rachael’s timeless elegance alongside her organic approach.