It’s not you it’s me”, I thought. “I’ve changed, I’ve moved on. It’s nothing you did, we are just not in the same place anymore. I still love you but I’m just not in love with you anymore. You will always be a part of me but I need to try something new”.
It all started when I was trying to redesign my PDF that I send to clients when they enquire. I just couldn’t pull together something that I was truly excited about. I didn’t think it was the images but laying them out with my current logo and fonts just seemed to lose their impact. I stressed about it for two days and then it hit me… I had quite simply fallen out of love with my brand.
I started to flirt with different fonts and suddenly I felt excited again… It was definitely time for a change. But where to start and where to draw the line? For me, this would be no easy decision. I have three companies all under the same brand and each one is now pretty established in their own fields. This wasn’t going to be a case of bodging together a different header and calling Moo for new business cards. My new found freedom suddenly felt quite overwhelming.
I had a stab at a new logo myself and sent it over to Kat, thinking I had done a fairly good job. Being the good friend that she is, she immediately came back and told me it was a bit crap, and that while I could cobble something half decent together myself, that doesn’t always mean that I should… oh! She said it was time to get a professional in and she was so right. If this kind of thing isn’t your forte then more help than ever is at hand. Unlike last time I rebranded, there are now specialist photographers’ brand experts and so I got straight onto Skype with the amazing Melissa Love who frequently joins us on our workshops at Photography Farm. She gets pretty booked up so I know I was lucky that she could fit me in.
Now my major problem was that I didn’t really know what I wanted. Luckily as far as Melissa is concerned I didn’t need to. As a photographer my heart does sink if anyone ever comes to me with a huge list of set shots that they want… ‘Bride looking in mirror putting in earrings’, ‘best man pinning on grooms buttonhole’, ‘giant fake dinosaur chasing wedding guests’ (you get the idea) I much prefer to photograph the narrative as I see it on the day and if any of those things happen when I’m around then I will record them ~ although I might be a little surprised at the last one! I don’t want to force a moment and it’s the same with your designer. You need to trust them and the process they will guide you through to divine and define your brand.
With Melissa, the first step is to start a Pinterest board. “Approach it with your mind open'”, she said “look for images, fonts and designs that you like because of their style, texture or colour”. Sounded easy enough so I got to pinning… The more I pinned the more inconsistent it looked to me but Melissa is fantastic at seeing the story. It’s like she can read the tea leaves of my brand cup.
We then had a merry journey around the wonderful world of fonts. It’s a bit mad for a while, everywhere you look all you see is fonts and I was constantly trying to surmise what a company’s fonts expressed about them. However my advice with all of this is don’t overthink it. A good designer will breathe energy into fonts and bring out things that you would never see… Same as a good photographer is drawn to composition and light.
Then we came to colour… My Pinterest was mostly black/grey/white and again I was finding it hard to commit to any one colour beyond those tones. I felt like I was looking at all of Tinder at once and trying to find my ideal man. So instead of being over analytical, I just looked at what I was wearing that day. My favourite neon peach belt… Melissa has an amazing app on her phone called Kuler from Adobe that scans items and comes up with the digital version of the colour. So now we were rocking.
A lot of my pins also featured halftones, where an image is made up of dots. I guess that overall, I wanted an editorial feel but not in the high end fashion magazine sense. I’m way more grungy than that. I started to see my brand more like a lookbook for my work with an influence from the magazines that I read. I loved The Face when it was still around plus Love magazine, I-D, Dazed & Confused so it made sense to channel some of those elements into the new brand.