Brand Identity Transformation: Delight & Be Photography
Elevating Rachel's photography business to properly convey her skills
Rachel approached Ruby Works with a clear need: to rebrand her photography business in a way that aligned with her evolving vision. After relocating to the Bay Area, Rachel found herself juggling various aspects of her business, yet feeling that her brand identity was not keeping pace with the direction she wanted to take. Her existing logo, while personally meaningful, lacked the refinement and sophistication she envisioned. She needed a brand that not only matched her artistic style but also conveyed the true value of her services to her ideal clients.
Initial Challenge
Rachel, a talented Family Photographer & Photojournalist, runs Delight & Be Photography, a Bay Area-based business renowned for capturing those intangible yet deeply meaningful moments. While her passion and skill were evident in every shot, her brand identity needed a transformation to reflect the evolution of her business. As her work and client base grew, it became clear that her existing brand no longer aligned with the sophistication and authenticity she envisioned. A brand identity transformation was essential to ensure her brand truly represented the artistry and value of her services.
Client Overview
Introduction
(Previous Logo)
"My branding was nowhere near as refined as it needed to be in order to reach and serve my ideal clients. I really wanted to elevate the branding to something truly artful while remaining authentic to the heart behind it."
- Rachel, Delight & Be
The rebranding process resulted in a complete brand transformation that beautifully aligned with Rachel’s personal style and complemented her photography work. The new brand identity not only captured the authenticity and sophistication Rachel sought but also empowered her to make significant business decisions, such as adjusting her pricing structure with confidence. With a brand that truly reflected the value and artistry of her services, Rachel was able to present her business in a way that resonated deeply with her ideal clients, leading to greater satisfaction and success. Here’s a peek behind the scenes at how the process unfolded!
- Create a logo that resonates with Rachel’s target audience while preserving elements of personal significance.
- Design a cohesive color palette and visual identity that complements her (majority) black-and-white photos.
- To be able to convey professionalism without appearing stale.
Specific Needs
- Develop a brand identity that reflects Rachel's authentic, down-to-earth personality while maintaining an elevated and sophisticated aesthetic.
- Ensure the new brand seamlessly integrates with Rachel's vision for her predominantly black-and-white website.
- Transform her brand identity to reflect her current skill levels and cost of services.
Primary Goals
Objectives
We needed to build off of Rachel's artistic vision but also give her a brand identity that would allow her to confidently present her business, and skillset in the competitive Bay Area market.
Actual Problem
Surface-Level Problem
Approach
- Color Palette: Developed with inspiration from color psychology and Rachel's provided photos, ensuring it complemented the black-and-white website.
- Logo Design: Created a logo suite that incorporated Rachel's preferences, including two variations of the logo mark that she loved. We focused on achieving the right balance between aesthetic and precise symmetry.
- Final Deliverables: A 21-page brand identity PDF, including button styles, shapes, line styles, backgrounds, and mockups.
3. Creative Direction & Brand Design:
- We positioned Rachel's brand as a blend of authentic, down-to-earth charm and elevated sophistication. This approach was critical in distinguishing her photography business and to highlight her specific niche; photojournalism.
2. Brand Positioning:
- We started by identifying Rachel's core values and unique selling points. Rachel is extremely dedicated to two things, her family and the Philadelphia Eagles. The majority of her photography work is capturing people in their everyday moments, she’s clear headed and warm-hearted, and her brand needed to reflect this raw authenticity.
1. Brand's Core
Step-by-Step Process for Brand Identity Transformation
Rachel felt empowered to adjust her pricing structure, confident that her new brand identity reflected the true value of her services.
Increased Confidence
The new brand identity not only aligned with Rachel's personal style but also complemented her photography work beautifully.
Brand Transformation
Results
“My branding definitely has made a difference in how I feel when I show people my website. The elements match the elevated feel of the images. I'm excited to see how it sticks with people as I execute further on my marketing plans."
- Rachel, Delight & Be
- Communication & Collaboration: The level of transparency and collaboration throughout the project was exceptional. This open dialogue allowed for a brand identity that truly resonated with Rachel.
- Brand Transformation: Watching Rachel’s brand evolve into something that perfectly represented her was deeply rewarding.
- Artful Yet Authentic Tagline: Establishing logo marks with the tagline "artful yet authentic" which encompass Rachel's niche and unique style.
My Favorite Parts
Lessons Learned
Conclusion
"Girl, you were incredible. You had the right questions at the right time, took the mess of my brain and made it make sense.
And you were cheering me on in the process! I was honestly grateful that I could turn this over to you and know that it was going to be awesome. And it absolutely was."
- Rachel, Delight & Be
