Michelle Wastie is a South African commercial photographer working in the fields of advertising, editorial, fashion, and food.
When she asked me to design her brand identity, it felt like the obvious choice to turn her initials (MW) into her logo. What designer could resist turning those letter shapes into a typographic execution?
Branding • Design
Agency: Freelance
A camera lens projects the image upside down onto the digital sensor or film. It is also left-right inverted. Using this subtle concept, I stacked the 'M' and the 'W' on top of each other to form a perfect mirror image.
We can think about photography composition in terms of light and dark. We need both, or else we cannot take photos.
In keeping with this concept, I chose a black and white color scheme with strategic splashes of vivid magenta.
The back of the letterhead is flooded with magenta and an oversized, yet subtle watermark of the logo.
Playing with the scale of the logo, the business card has a large grey watermark on the front and a bright repeat pattern on the back.
The magenta logo is particularly strong when combined with the photographer's black and white photos and on stationary applications.
