Brand Strategy
Brand Identity
Website Design & Development
Pricing Guide Design
Art Direction
The Project Scope
Lexie initially heard about us through Anni Graham, her wedding photographer and a good friend in the industry. Seeing a message like hers makes me so excited. I love working with creatives who have rolled up their sleeves in the online space and made the most on their own, seen some success, and are ready to uplevel their brand.
I sometimes forget how intimidating the branding process can be for someone who’s never officially been through it before. How overwhelming it is to look at their ideas and see endless directions that are available. Lexie was aware that there was a reason she had never officially gone through this process before, and never outsourced it to another creative agency. There was a lot she needed her brand and website to communicate, and she wanted to make sure it was done the right way.
We were emerging from the pandemic, and many wedding photographers had gone through a season of deep introspection and ideation as weddings and events were cancelled and rescheduled all over the world. This season had brought clarity for Lexie and together we wanted to rebirth her brand to enter into a new season of photography as she embarked on her new journey as a wife and wedding photographer.
Lexie Hand
LOGO Suite
The Challenge
A
s with any industry you have extensive experience in, my challenge is always how to make this brand distinct and not plageurize my previous work even when it was the initial spark of inspiration that brought the project to my studio in the first place. We did extensive visual research and strategy, identifying what makes up Lexie’s style and artistic leaning—extending well beyond the boundaries of photography.
Together, we developed a vision for what her life could look like, not just her business. “The future looks like life in the wide-open country, being a badass wife and adventurous mom who rides horses on the weekends, builds a beautifully designed cozy home curated with finds from her travels and sentimental pieces she collects along the way. She tends a garden in the backyard with fruits and vegetables and has chickens running around to make fresh eggs with. This future me flies once a month to an international location to shoot a wedding and showcase her art in a boutique gallery. She sees her images in interior design, hotel spaces, and businesses both locally and around the world.”
As you can see, her creative vision extended so far beyond the wedding industry. It was the culmination of an artistic life. Her gift to the world is in her ability to capture and celebrate the moments in life we love the most. She has the artistic experience, but also the empathetic nature that allows her to connect with her clients, being a warm and nurturing presence on the wedding day to hold space for the experience and encourage them to reconnect to why they are gathered on this day.
I just need a whole new brand identity, website, everything. I've never outsourced this, and it's about time I do. The level of my work has grown so much that I just know it's time to invest.
desperately
Visual Concept
ORGANIC // ROOTED & EARTHY // LONG-LASTING PERSONALITY-DRIVEN // EFFORTLESS ADVENTUROUS // A BIT GRITTY // ROMANTIC
“We are capturing the rich moments of pure joy and sweet days together, celebrating the essence of who you are, in love.” Lexie’s style is feminine grit, the timeless elegance of a life well-traveled and well-lived existence. Made up of moments both spontaneous and planned. This brand is rich with emotion, tastefully curated with a little dust on the edges. It’s flowy and intuitive, effortless and easy-going.
We leaned into the rooted, earthy, organic nature of where Lexie lives and how she leads her life, but with a minimal approach so that it feels elegant and elevated instead of grungy. While her personal life is full of rich texture and adventure, we did want the nature of her photography to feel classic and timeless instead of trend-driven. We wanted the brand to feel mature, sophisticated, and long-lasting.
The brides that Lexie works with truly stand out—they are creative and adventurous, and rarely play by all the rules, and we wanted her brand’s identity to reflect that. A little bit of edge and irreverence that invites playfulness and inspiration.
LOCATION: TEXES & CALIFORNIA
INDUSTRY: WEDDING PHOTOGRAPHY
The Identity
Documenting Souldful Moments to Burn Bright for a Lifetime
The logo mark is inspired by western wildflowers and Mexican textile mosaics. Lexie loves to spend time in Baja, Mexico and the American West, so we wanted to incorporate visual elements of both. Her photography style is really elegant and timeless, but she also has a grit and rustic quality to her everyday life on a ranch, so mixing the two in an effortless, tasteful way was really important to the brand. We added graceful flourishes and customization to the logo type and to play off the extension of the H in her monogram. We worked really hard to eliminate anything unnecessary so that the visual brand felt playful and adventurous, but classic and timeless as well. This is going to give the identity a long lifetime as her brand grows and thrives.
We built out a full brand experience from copy to web development, infusing personality and customization at every step along the way. Lexie was ready to really invest in her brand's identity and carefully considered each component of her client's experience and where she wants to take her brand in the future, so getting to build the entire identity from beginning to end was truly special. This is one the entire team was beyond excited to share!
Credit
COPYWRITING: COPY UNCORKED
WEBSITE: MADE BY NF
LAUNCHED 2021 / @LEXIEHAND
THE OUTCOME
You uplifted me and my brand in ways I never knew were possible, and brought my brand to life in a way I couldn’t only dreamed of. You are the real deal and I am still in so much awe of what we created!
Lexie Hand
I just wanted to thank you from the
bottom of my heart!
CUSTOM BRANDING EXPERIENCE
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We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.
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