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Lauren Casto Photography

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  • Lauren Casto Photography Identity
    The daylight photographer extraordinaire gets a branding makeover
  • Logo
    Having the goal to ensure that the photographs Lauren produces are the definitive brand identity, a simple type-treatment was used so as not to obstruct the work or clutter it with less-meaningful glyphs. Indeed there are even multiple versions of the logo that are used depending is there are photographic assets in proximity.
  • Main Logo Instance — to be used only when Laurens photos are not on the same document page.
  • Secondary Logo Instance — to be used only when Laurens photos are on the same document page.
  • Alternate Logo Instance — This treatment uses a mock depth of field to allude to the art of photography
  • Alternate Logo Instance — This treatment uses a little dirt to allude to the natural, earthy style of photography
  • Alternate Logo Instance — A mini logo, can be used as a signature, watermark, or decorative tile.
  • Alternate Logo Instance — More of a graphic device really, can be used to accompany or substitute the mini-logo.
  • Typography
    As there are no glyphs in the brand per-se, the type plays a major role in the overall look and feel. I prescribed Minion Pro to be the brands typeface. The classic-yet-modern face echos lauren's photographic style and the extended ornament set can be borrowed from liberally.
  • Website 

    The website that I built for Lauren uses a “magazine” as a metaphor for the way she displays her work. Each post is now an “issue” containing 5 “pages.” Her archive acts as a back issue catalogue. The issues can be tagged into subjects like “baby” or “couples” and in this way, organized into a gallery. The best part about this metaphor is that it allows Lauren to maintain a unique and personal narrative as she show cases her work. Visit the Site!
  • Home Page, Featuring Issue No.2
  • About Page
  • Services Page
  • Gallery Page
  • Archive Page
  • Layouts

    I gave Lauren the tools and instructed her how to lay out pages for the issues. We reviewed the visual language of her brand and I gave suggestions on how she might best serve and conform to her brand language. She has gotten very good, here are some of my favorite layouts that she has done.
  • Ecard
    This eCard was sent to all of Laurens contacts to notify them of the new website and services.
  • Collateral

    To complete Laurens branding package: new cards and stationary. Lauren can use the letterhead for her invoicing, price lists and other things as well as sending traditional letters in the mail.