Alexandra Castillo is a documentary lifestyle photographer. She believes that every moment deserves to be captured and celebrated, even the ones that we may not ordinarily consider pretty or special. Alex originally came to me for brand coaching, during which she realized that her visual identity, which was more formal and fancy, was clashing with her desire to attract clients who value un-posed photos and the celebration of daily life. She coined a new tagline to reflect her mission: “Everyday Brilliance,” which I used as a starting point for her new visual identity. The image of the sun represents both the “everydayness” and the “brilliance” of Alex’s brand. I also incorporated lots natural textures and hand drawn elements throughout her brand design to emphasize the natural authenticity of her work. Read the full case study here.
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