Every brand I design begins with an in-depth conversation to get to the core values and vision of a business. While we definitely talk through color, logo inspiration, and other visual elements, the conversation goes much deeper than aesthetics. When Sarah came to me to transition from her pre-made brand to a fully custom brand identity, she had a firm grasp of her ideal client and the editorial, documentary wedding photography she wanted to be known for. Her deep desire was to be seen not just as a photographer, but as an artist. Each element of her new brand identity was intentionally designed to reflect that vision, creating a brand that feels as editorial, soulful, and refined as the photography she creates for her couples.
A Story of Growth and Clarity
In 2021, I customized a pre-made brand kit for Sarah while she was in school for interior design and photographing weddings and elopements on the weekends. At the time, she wasn’t certain where her career would take her, so the flexible business name ‘SB Creative’ provided the space to grow while she built out her portfolio and refined her style.
Since then, Sarah found clarity. She graduated, accepted a position with an interior design firm, and decided to focus her business solely on photography. Around the same time, she got married, naturally transitioning from ‘SB Creative’ to ‘Sarah McCroskey Photography’. With a clearer vision for her business, ideal client, and long-term goals, it was time for her brand to evolve alongside her.
Interested in learning more about transitioning from a semi-custom brand to a fully custom brand identity? Read the full story here.
An Elevated Brand for a Golden Isles Wedding Photographer
With Sarah’s strategy and creative direction defined, it was time to bring it to life with the visual identity. Each element, from color palette to logo suite, illustration and pattern, was carefully designed to communicate what photography evokes: editorial, soulful, and being deeply connected to the places and people she photographs.
BRAND PERSONALITY
Sarah McCroskey Photography is artful, grounded, and soulful with a Romantic, nostalgic sensibility. She’s confident yet approachable – a dreamer and visionary who creates intentional, emotive imagery that feels both elevated and effortlessly cool.
Color Palette
This sophisticated palette balances cool and warm tones to create a sense of thoughtful luxury. Rich purples convey authenticity and visionary artistry, while deep blues bring calm, trustworthy intelligence. An earthy green grounds the palette with natural balance and harmony. Anchored by a warm chocolate brown, this combination feels confident and aspirational without losing its approachable warmth. Her audience will interpret this palette as refined, intentional, and distinctly artistic.
Logo Design
Subtle connecting letterforms is representative of the relationships of collaboration and trust Sarah forms with clients. Unique and tasteful details throughout the letterforms add an artistic and refined personality to the logo. Pairing the main logo type with a clean sans serif for taglines offers a tasteful, refined touch.
Brand Icons & Pattern
For Sarah’s brand icons, I combined clean typography with handcrafted elements to bring versatility and recognition to her brand. Alongside a one-of-a-kind abstract monogram, I designed a decorative motif that became the foundation for the brand’s signature pattern, one of my favorite components of this brand. Drawing inspiration from Mediterranean architecture, Art Deco influences, and Spanish coastal details, the pattern not only supports Sarah’s destination focus but also pays homage to her passion for interior design.
Website Landing Page
Brand Nurture Week is my most booked service, and for good reason. This process includes a full brand identity as discussed above as well as an a la carte day. This simply means I have a full day dedicated to any extra deliverables you might need. In Sarah’s case, this was a website landing page. Up to this point, she solely used Instagram to connect with and book clients. A simple website was the perfect use for the fourth day! In the future, we plan to build out a full website.
The Journey Continues
Sarah’s journey is a great reminder that branding is not about the latest trends or even solidifying your brand visuals the day you start your business. It’s about getting to know your business at the core in order to establish a identity that is authentic to you and grow alongside you. The pre-made brand she started with gave her just what she needed in the beginning. And now her new custom brand identity reflects confidence and clarity, while showcasing her artistry and client experience. I’m so honored to get a front-row seat to see where her business takes her!
