brand standards
contents This brand standards document explores the message, visuals, and expression of your brand.
Brand Message Design & Visuals Words & Content Live Your Brand
BRAND GUIDELINES FOCUSED GIRL
Moodboard
The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The images chosen convey a sense of fun, joy, and energy. They are also creative and unique.
brand message
position
Core Idea As a portrait and wedding photographer, you collaborate with your clients to create unique images that are fun to make.
Our Goal Encourage our clients to stop and celebrate this moment in their life - whether it’s their wedding, high school graduation, or just another year passing.
How you Are Different Your focus on a fun experience will set you apart. You’ll want to build in elements of a ‘party’ into your sessions and booking/delivery processes. Think: champagne popping (figuratively for the HS seniors), confetti, invitations, and a killer playlist.
What We Deliver You photograph clients to celebrate the happy times in their lives: weddings, graduations, etc. You deliver prints, digital files, and other photographic products.
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BRAND GUIDELINES FOCUSED GIRL
BRAND MESSAGE
personality
Creator & Entertainer Personality Archetype
Our goal is to create fun experiences of collaboration & creation with our clients. We are driven to create something new and interesting in the world.
When they encounter our brand, my audience FEELS: joyful, inspired, creative, happy, alive, energetic, involved, heard.
Your brand is: • Easy-going • Creative • Fun • Talkative • Inspired
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BRAND GUIDELINES FOCUSED GIRL
BRAND MESSAGE
point of view
Photography is a purchase you’ll never regret. Celebrate this part of your life by taking the time to record it.
Creativity is powerful when it is a collaboration between the photographer and the person being photographed. We want to take each of our clients on a creative adventure.
Don’t take yourself too seriously. Life is weird and flawed and real. Your portraits should show that, too.
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BRAND GUIDELINES FOCUSED GIRL
BRAND MESSAGE
Mix fun & creativity. Throw it like confetti!
manifesto
design & visuals
logoVISUAL IDENTITY
Your main logo is classy, clean, and
engaging - like you! The geometric
butterfly will become a recognizable
aspect of your brand’s visual identity
and can be used on its own.
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BRAND GUIDELINES FOCUSED GIRL
primary colorsVISUAL IDENTITY
Your primary brand colors are
deliberately neutral to keep the
focus on your photographs. Other
than the simple black and white, a
gold will be used to accent your
designs.
#000000
20% 40% 60% 80%
#fdeba9 #ffffff
20% 60%
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BRAND GUIDELINES FOCUSED GIRL
textureVISUAL IDENTITY
Your brand should feel like a party so
the textures chosen help communicate
that “feel.” The gold is beautiful. The
confetti-like polka dots feel energetic
and fun.
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BRAND GUIDELINES FOCUSED GIRL
typography
Headlines: Futura Pt Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
VISUAL IDENTITY
Body: Futura PT Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
The fonts used in your designs will
primarily be Futura. It has a nice round
and casual (fun!) feel to it. It is also quite
modern. As an accent, Country Chick
script will be used sparingly. It helps
communicate your creativity and fun side.
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BRAND GUIDELINES FOCUSED GIRL
Accent: Country Chick
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
website designVISUAL IDENTITY
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BRAND GUIDELINES FOCUSED GIRL
This website mockup shows how you can
incorporate the new brand font, colors,
logo, and direction into your existing
website structure. A small facelift gives
your website a lot of new energy!
image style
image do’s
VISUAL IDENTITY
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BRAND GUIDELINES FOCUSED GIRL
Do show mockups/designs featuring your
images. Especially ones that use your brand’s
gold, white, black, cream, etc. colors scheme!
Creative (& fun!) shoot concepts - anything
‘out of the ordinary’ to show the kinds of
things you what to photograph.
Natural smiles, energy, fun, and life in your
portfolio poses/expressionsFocus on couples & weddings for the majority
of your portfolio images if that’s what you want
to shoot more of (as opposed to families,
landscapes, etc.) This is especially important for
your website homepage, social media profiles,
and other “first impression” places.
When choosing images for
your brand portfolio, pick
ones like these.
words & content
tone of voice
BRAND GUIDELINES FOCUSED GIRL
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BRAND COMMUNICATIONContent and communication from your brand should be casual, personal, and positive.
You’ll sound: • Positive & happy • Confident • Authentic & real • Descriptive • Easy-going • Casual • Energetic
tone of voice
BRAND GUIDELINES FOCUSED GIRL
BRAND COMMUNICATION
We would say Hi there!
We wouldn’t say Dear client,
We would say Join the party! Get VIP info and special invitations when you sign up for the email list.
We wouldn’t say Sign up for my newsletter.
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taglineCelebrate this moment.
OTHER OPTIONS Celebrate your moment Making Photography Fun Keep Creativity Fun Unpretentious creativity Mix Fun & Creativity, Throw it Like Confetti! Creativity, Meet Fun
BRAND GUIDELINES FOCUSED GIRL
BRAND COMMUNICATION
Your tagline is a “catch
phrase” that describes your
work to others at a glance. It
is also used as your main
headline on your website.
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stories
Low to High Origin story Tell your story of how you got started in photography. Include the challenges and “humble beginnings” and lead up to where you are now.
Why Story Tell the story of WHY you have been called to be a photographer: your passion for creating, learning the art, mastering your equipment, etc.
Human Elements Tell personal stories – share stories about your own family and the impact that photography has had on your life. Also share bits of your passions outside of photography: the city, traveling, technology, etc.
Client Testimonials Share stories about the experiences that your clients have with you in their own words whenever possible.
BRAND GUIDELINES FOCUSED GIRL
BRAND COMMUNICATION
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Even though photographs tell
a 1,000 words, you’ll still
need to write some text. Here
are ideas of the stories you
can tell to attract your ideal
clients.
live your brand
brandemiesNot-to-do List • Cookie-cutter sessions (like too many studio
sessions!) :) • Focus too much on landscape photography in
your portfolio/brand presence • Use multiple styles throughout your brand. Keep it
consistent.
We Are Not • The low-budget or cheap photographer • A “quick” photographer - you are co-creating
with your clients.
BRAND GUIDELINES FOCUSED GIRL
LIVE YOUR BRAND
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action steps
Update your Online Presence Incorporate these new design elements and brand focus into your website (make it feel like a party!) and social media platforms. Delete the blog from your site if you aren’t going to update it regularly. Also, add information about your photo booths to your site (perhaps on a drop down menu option under weddings.) That product offering fits your brand perfectly!
Send to your Email List Start sharing a monthly story and any current offers you have (mini sessions, upcoming seasons, ordering deadlines, etc.) with your email list. MailChimp has a great email marketing system that is free to start.
Shoot More of What You Want to Shoot in the Future Look into second shooting for a more expensive wedding photographer in a bigger city, set up more stylized engagement shoots, stage a wedding portrait session — do whatever you can to get more of your target clients/looks in your portfolio and on your website.
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BRAND GUIDELINES FOCUSED GIRL
LIVE YOUR BRAND
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