Mike Cohea Visuals Icon

Before starting any ads, I created three logo concepts for Mike’s brand. Mike is a photographer in Rhode Island is well known for his amazing pictures of the sun/moon at sunset or sunrise. In his photography he uses a telephoto lens to display the moon or sun much larger than it actually is. Because this is something he is known for, I took that into consideration when creating the concepts. I also asked Mike to describe his brand – he defined it as “adventurous & modern”. These descriptors helped create a color palette – orange, black and white were the colors that made the most sense to use. Orange calls to mind feelings of excitement, enthusiasm, adventure and warmth. Orange is the color of bright sunsets, so many people might associate the color with the beauty of a setting sun. For these two reasons I knew orange was the color to use as an accent. Using the visual balance of black and white with an accent color leads to powerful messaging and is a helpful strategy when wanting to draw attention to a specific object or to create a visual that pops. People tend to associate black and white with words like clean, modern and luxurious.