A specialist in commercial and private interior photography, Flavio’s stunning photography was scattered across two cluttered websites that were hardly branded at all. Despite an enviable portfolio, Flavio’s best work was diluted by an excess of photos over too many galleries, and his various logos lacked impact and relevance.
There were two potential directions for this soft redesign: we could play on his interiors specialism – as his ‘roofed’ monogram did – or try and communicate some of Flavio’s personality. Since his website would clearly present his work, we decided to use Flavio’s logo to communicate his professional identity: stylish, modern and elegant.
As with any branding exercise, Flavio’s identity needed to sit comfortably within the market he was hoping to attract – prestigious real estate agents, architects, hotels and lifestyle magazines. A san-serif combination of Simplo and Futura spelling Flavio’s name made for a friendlier identity than an acronym, with wide-tracked lower case type to enhance legibility. The colour was sampled from one of Flavio’s hero photographs, a bright but professional cyan.
For Flavio’s website, the impact of this hero photograph was diminished by editorial copy written on top: an understandable nod towards lifestyle magazine aesthetics, but unacceptable for a photographer’s website. De- cluttering the photograph and replacing the monochromatic wordmark in favour of a bright and legible alternative allowed Flavio’s work to step forward. The small but powerful logo sharing the photo’s cyan subtly branded the homepage.
This light cosmetic rebrand focused on clarity. Bloated galleries were trimmed (less is always more), the colour theme was carried through navigation, and Flavio’s identity was highlighted at every opportunity, from the re-styled (and edited down) biography page to business cards that put Flavio front and centre. Ultra-functional identity design made everything from social media to watermarks clearly recognisable.
Rebranding can often be daunting, especially for established professionals who inevitably have a large body of work. But reducing and simplifying your appearance can benefit both your customer’s experience and your own sense of purpose. We can all publish ad infinitum on the internet, but imagine if your website was a physical portfolio and you could only afford to print your very best work.
Branding is more than just how you present yourself, it’s what you choose to present.
Showing a concise body of work communicates efficiency and self confidence, and saves your prospective client time.