Design and Photography: The Power Duo for Unforgettable Brands
Article by Jill Lawlor of Jill Lawlor Creative
I am thrilled to introduce Jill Lawlor, a well-respected and talented brand identity designer whose creativity and expertise have earned my deepest respect. When it was time for my own rebranding, Jill nailed it—each visual element she created perfectly evoked the vibe, mood, and look I was aiming for. Her clients consistently come away satisfied with a toolkit that truly reflects their brand.
In this article, Jill will share her insights on the importance of brand identity for new business owners, highlighting how the combination of brand identity and photography is essential for creating a cohesive and compelling brand presence. Whether you’re just starting out or looking to refresh your brand, Jill’s wisdom and experience will guide you in understanding the significance of every visual element working together to tell your unique story.
As a brand identity designer, I love helping small business owners create a visual presence that looks as amazing as their business truly is. My clients know that memorable visuals are key to showing off their personality and what makes them special. Your brand’s visual identity is what people first see when they encounter your business, forming those all-important first impressions. It’s more than just a logo or a graphic; it’s every visual element working together to tell your story. And let’s not forget brand photography—a key component that creates that emotional connection and adds a human touch. After all, people love buying from people, not faceless corporations.
I’ve been a huge fan of Nicola Levine’s work for years, ever since she became my family’s go-to photographer. So, when I launched my design business, she was one of the first people I called. I knew I needed top-notch brand photos, and Nicola’s photography is nothing short of outstanding. She’s incredibly dedicated to her craft, providing exceptional client service and high-quality shots every time. I had the pleasure of rebranding her identity a few years ago, which gave me the chance to really understand her business and the field of brand photography. Since then, we’ve teamed up on numerous projects, helping entrepreneurs develop comprehensive visual brands complete with logos, graphics, and stunning photography. Together, we create toolkits of visual assets that let businesses confidently showcase themselves to the world.
Crafting a Cohesive Brand Identity
A brand identity is a visual representation of your business’s personality, values, and uniqueness. It’s the essence of your business brought to life through a mix of design elements that visually tell your story. This includes everything from fonts, colors, and logos to photos and graphics, all carefully chosen to create a cohesive and memorable look. When these elements align with a shared purpose, your brand identity not only reflects your personality but also captivates your ideal clients. Your customers might not consciously notice each individual piece, but they’ll definitely feel the brand’s impact and the emotions it evokes. That’s the true benefit of a well-crafted brand identity – it connects on a deep, even subconscious, level.
The Role of Brand Photography
Photography ties everything together with a human touch that draws in our community and connects us with our audience in a genuine way. Your story is what connects you to your clients in a real and authentic manner. Getting in front of the camera and showing your people who you are, what you do, how you do it, and why you do it is one of the best ways to make meaningful connections with those you want to work with. Brand photos add authenticity and relatability that graphics alone can’t achieve. The contrast between real images and graphics creates a wonderful visual experience. The key is to ensure that brand photos mirror the tone and intention of all visual elements—colors, setting, lighting, and editing style—so they work in harmony and tell the same story.
Case Study: Dana Rasof Travel
One of the projects Nicola and I collaborated on was for Dana Rasof Travel, a renowned travel planner known for creating unforgettable vacation experiences. The goal was to elevate her visual identity, reflecting the diverse destinations she plans and positioning her as an exceptional travel planner.
The Impact of Combined Design and Photography
This project clearly demonstrates the impact of combining visual design elements with professional photography to create a compelling brand identity. By highlighting authenticity through genuine photos and maintaining a consistent visual style across all touch-points, businesses can build trust and emotional connections with their audience. Collaborating with skilled photographers and designers elevates the quality and impact of your brand, making it memorable and relatable, attracting and retaining customers.
The resulting brand identity captures the joy of travel, intertwining Dana’s warm, approachable personality with her travel expertise. The minimalistic yet inviting design features an upward-pointing airplane, symbolizing limitless possibilities and Dana’s promise to take clients anywhere in the world. Nicola’s photography beautifully complements this identity, showcasing Dana’s genuine and passionate persona with colors that mirror the brand’s jade green and sky blue palette. These images highlight Dana’s dedication and authenticity, making her relatable and trustworthy to potential clients.
Investing in Visual Identity: Let's Create Together
As we’ve seen, a well-thought-out visual identity supported by professional photography can elevate your brand. Investing in high-quality visuals isn’t just about looking good—it’s about telling your story in a way that resonates deeply and authentically with your clients.
Don’t put off investing in design and photography for your business. You’ve worked too hard not to let everyone know exactly what you're about. Both Nicola and I offer complimentary consultations and love chatting with fellow small business owners. Together, we can create a visual identity for your brand that attracts and retains your ideal customers, helping your business stand out and thrive.
Let’s work together to craft a look that not only demands attention but one that you’re proud to show off!