I took on this project as a challenge to create a brand that reflects the client's photography style within every element. Joel's style is modern and minimal, yet always displays a certain flare that makes his photos uniquely his own. These elements come through most in the choice of colours for the brand. The trendy grey and white gradient for modernity, the pop of bright green to represent his standout style, and the logo's overall minimal design.

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This project posed a few challenges, namely that the brand name was just the client's name, meaning that there was no imagery to start off with when creating the logo. We also both felt like the photography world was saturated with many logos that are very similar to each other, so making a logo that stood out whilst still displaying what services the client offered was the main goal.

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The final logo consists of an icon representing a camera lens whilst including the letter 'J', and word mark, using a sophisticated yet playful typeface carefully chosen to tie all the brand elements together.