Identity Design—Sacha Waldman Photography
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    This identity was created for photographer Sacha Waldman in collaboration with NYC design & production house The New Cruelty, who commissioned Ba… Read More
    This identity was created for photographer Sacha Waldman in collaboration with NYC design & production house The New Cruelty, who commissioned Barnickel Design to create a logotype for Sacha that was gritty and dark yet refined and beautiful like the photographer's own work. Read Less
    Published:
Sacha Waldman Photography
Brand Development: Logo Design, Stationary System and Website Design
I was commissioned to create a bespoke identity for South African photographer Sacha Waldman by a creative firm in NYC called The New Cruelty (TNC).
The direction chosen was Victorian Gothic, in order to convey the dark and edgy, yet refined character of Sacha's work.
I created three different marks in the same gothic style for his premium brand, business cards and wax stamp.
Our partners at TNC gave our pattern and logos a beautifully treated final production to add another layer of sophistication and character to Sacha's brand.
"Working with Rob is a truly collaborative experience. He has an innate ability to understand not only the inspiration and creative direction behind an idea, but also has the passion to develop those initial thoughts outside the confines of the original brief. Rob's involvement on the brand identity project for Sacha Waldman not only produced a beautiful, creative and truly flexible logotype, his work became the foundation of a revolutionary web site and interactive experience."

-James Bareham, Co-Founder and CCO of The New Cruelty
The branding for Sacha has been featured in Art Power, Print Magazine and Computer Arts Magazine and has been recognized by the AIGA.