Jessie Leong came to me asking for me to design her a new website which better reflected her aims as a photographer and that embraced new technologies and devices. Initially she wanted me to develop a website for her but after talking with her I also felt it was necessary that her branding was developed further, for two reasons, to better reflect her growing understanding of her practice and who she is and how she works as well as making the brand more effective in communication across digital devices which is her primary goal.
Identified problems with existing brand
- The logo mark's surface area is very large and consumes a lot of space which I don't think it's need to
- The kerning is off on all of the typography, which doesn't reflect Jessie's professional attitude to her work
- Furthermore the logo in general does not reflect her creative ambition and nor does it set her apart from other photographers - as the current aesthetic of the logo of very generic and lacks character, as well using a common design that most photographers use
- I feel that the logo could do more in reflecting the type of work Jessie Leong creates or is involved in
- I would also argue the need for the word 'Photography' within the logo, her name is her brand, her work is her work, it's clear she's a photography, it's seems unnecessary and over complicates the mark
- As mentioned before, this logo may work effectively in print but digital it takes up too much visual on a page or device
Consideration for new brand
- A smaller more compact logo, with only 'Jessie Leong' as the typography, loosing the word 'Photography' furthermore this compact mark should be able to work across, desktop, mobile and in print
- A logo mark that better reflects Jessie's style of work and way of working
- A mark that also represents the ideals of Jessie Leong being a fashion and commerical photographer.
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