Branding and Identity, Illustrator, Layouts
Programs used: Illustrator, Photoshop
OVERVIEW
ABout the client:
Beau Photo Supplies, established in 1982 by a Greek photographer and three industry friends, is a renowned destination for film and photography enthusiasts. With over 35 years of experience, they serve customers across the lower mainland and Canada, offering an extensive range of products. Their inventory includes cameras, lenses, lighting gear, tripods, bags, and accessories, as well as printing and darkroom supplies, audio and video equipment, and rental services. Beau Photo is particularly noted for having the widest selection of film in all of Western Canada.
CURRENT BRANDING
Key points
Generic/confusing logo
Small store signage
Inconsistent branding on social media
Tacky/wordy website
Brand Image Goals
Clean
Modern
Classy
Authentic
Premium
Welcoming
Mood Board
LOGO REDESIGN
Primary Logo
Secondary Logo
Favicon
LOGO COMPARISION: NEW VS OLD
LOGO RATIONALE
The logo is designed to reflect Belle Photo’s expertise in medium format photography, featuring an aspect ratio that is a hallmark of their brand. The central circle symbolizes a camera lens, while the overall design incorporates the golden ratio. This approach not only emphasizes the aesthetic principles of photography but also aligns with the rule of thirds, which is fundamental to the art and science of capturing images.
I aimed to embrace a minimal, modern, and clean aesthetic for the logo, ensuring it reflects the contemporary and refined nature of the new Belle Photo.
Colours and Typography
For the colour palette, I chose clean, simple, and aesthetically pleasing shades with slightly desaturated, washed-out tones. This choice ensures a pleasing contrast between colours while evoking the nostalgic hues of Polaroid and film photography. This approach was deliberate, as it resonates with amateur photographers, one of my primary target audiences.
I opted for a unified typeface across both the body copy and the logo, varying the weights to create a cohesive and connected brand image. This approach highlights Belle Photo's distinctiveness as a single-location store, reflecting their specialized knowledge in photography. By embracing this consistent typography, it emphasizes the personalized, expert service and the authentic, local charm that differentiates it from larger retailers like Kerrisdale Cameras.
Stationery and Collateral
Postcard
In designing the stationery, I employed the main red as a unifying accent across the invoice, letterhead, envelope, and business card. This choice ensures a consistent and distinctive brand identity throughout all printed materials.
To maintain a minimalist vibe across the stationery, I focused on simplicity and clarity in design. The use of ample white space ensures that each element feels uncluttered and easy to navigate. The red accent is used sparingly to draw attention to key details without overwhelming the design.
For the postcard, I used duotone colours to create a striking and cohesive look. The design once again emphasizes amateur photography and leverages postcards as a unique promotional tool. This blend of nostalgic and modern elements reinforces the brand while appealing to its target audience.
CUSTOM DESIGNS
One custom design concept is a book cover for a photography guide aimed for beginners, either for purchase or as a giveaway. I chose a minimalist layout with plenty of white space and limited use of brand colours to ensure a clean and professional appearance. This design philosophy also carries over to the shopping bags, which are stylish and serve as effective brand ambassadors, blending practical utility with subtle yet impactful advertising. The stickers are designed with this in mind, ideal for placement on a range of items such as laptops, phones, camera lids, and tripods.
SOCIAL MEDIA ADS
I created these GIFs in Photoshop for Instagram and other square-ratio social media posts, featuring the logo framed over a camera with a focus on the images within. To represent both amateur and professional photographers, I included a man and a woman as the central figures. The models are blurred to emphasize that great photography is accessible to everyone, with the spotlight on the photos themselves.
AD CAMPAIGN
The ad campaign introduces a monthly photo contest with a scavenger hunt twist. Each month, Belle Photo will reveal a new location in Vancouver for photographers to explore and photograph. Participants will compete for prizes such as camera gear and cameras, by submitting their best images taken at the specified locations. This engaging contest encourages creativity and exploration while showcasing the vibrant photography community.
LANDING PAGE
Reflection
Reflecting on this project, I’m really proud of how it all came together. Every design choice was made with a clear purpose, always keeping in mind the photographers who would connect with Belle Photo. It was about creating a brand that feels authentic, knowledgeable, and approachable, a place where both amateur and professional photographers could feel at home. This project was not just about designing logos and ads; it was about building a community and creating something that people would feel a part of.
