Angie Baxter Photography Rebrand // Brand design for photographers

Angie Baxter is a well known name in family portraits. Not only does she run her own very busy and successful business capturing natural and joyful family moments, but she also runs workshops for budding photographers and those getting started in the professional photography industry. 2010 was her year to give the brand a makeover.

Angie is fun, funky and unconventional. She takes her shoes off when she shoots. She laughs easily and often. She’ll probably give you a hug the first time she meets you. Her brand needed to reflect those unique qualities.

Angie’s collection of inspiration spoke to me immediately. There was no doubting the colour pallette; blue, yellow and grey it had to be. But I also got an immediate and very strong sense of how to translate her personality into a ‘look’. I somehow managed to hit the mark on the first attempt, and I knew it. I sent it to her very nervously (worried that perhaps I was being over-confident!), and she rang me almost immediately in squeals of excitement. I told her I owed it to her to keep working so she at least had a second concept to choose from. She argued with me. I won. But we both knew she was always going to pick the first concept.

Using her logo/s as the foundation, I went on to design some funky business cards, and a brand new website and blog. The business cards can be customised by her latest favourite images on one side and details on the back. The website is designed to integrate her portrait business with her workshops (Love Your Camera and The Scoop), and her blog, in a seamless, cohesive way. The websites are built in HTML with embedded Flash slideshows.

Angie’s new brand was launched in July last year. It’s warm, bold, passionate, genuine and fun, with a dash of the unexpected. It reflects her direction, her attitude and who she is as a photographer and a person. She’s stoked, and I’m stoked for her! Read about the project from Angie’s perspective here.

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