Cherise Takes Pictures

Cherise is a photographer who, with a bright personality, brings out the best in others. She had branding but felt it didn't represent who she was. After some market research and insights from her current clients, we established her target demographic to be females 20–35 who primarily identify as millennials (even though a lot of them were gen-z).

Cherise wanted new branding that was bright and fun as she is but still represents the passion and technical skills that she has for photography. During discovery, Cherise told us that when she was first interested in photography she didn't have a smartphone to use Instagram filters. She felt left out, so she began to purchase disposable cameras and use sharpies to draw filters on the lenses.

The concept for her new identity began. It felt like a great representation of how creative, bright, and fun she is while still communicating her commitment to technical skills.

I wouldn't traditionally put gradients in this manner in an identity mark. However, the photography industry is primarily digital and we were appealing to a young demographic. The client and I thought it would be fun, regardless of the risks, to try and break some of the rules of traditional branding and explore what purely digital identities could be.