RAYMLEE PHOTO

LOGO / BRAND IDENTITY / TYPOGRAPHY

Ray’s brand is more than just a logo; it’s an embodiment of his values and commitment to helping his clients relive the emotions and joy of their big day.

THE CLIENT

RAYMLEE is a wedding and event photographer (and all-around great guy) based out of Seattle, WA. After transitioning from the tech industry to pursue wedding photography in 2018, Ray has not only built a successful business but also garnered a reputation as an exceptional photographer. He reached out to me at the beginning of the year to help with the next step in his brand journey - investing in a strong brand foundation that can help grow his business.

Ray's brand is more than just a logo; it's an embodiment of his values and commitment to helping his clients relive the emotions and joy of their big day. Specializing in weddings, elopements, engagements, and all of life’s big milestone moments, Ray's core values of accountability, trustworthiness, togetherness, and fun are apparent in his work. His goal is to make luxury approachable and stress-free, curating unforgettable experiences for his clients and making the process as easy and simple as possible.

MOOD BOARDS

Based on all this, during the design process we explored different mood boards and design directions that reflected these brand values and Ray’s aesthetic. We explored a few looks that he had in mind going into the project, and some unexpected directions that pushed him to think deeper about the brand and explore strategies he hadn't considered before. Ultimately we decided on a look that felt like luxury with a touch of playfulness through use of color, scale in typography, and carefully curated images and text.

COLOR PALETTE

As we looked at color palette options, Ray had a specific vibe in mind already so it was just a matter of finding the right tones that complemented each other. Pistachio Green is our core brand color paired with soft neutral tones and a high contrast Ink Black. As we move forward with his brand journey we'll find ways to expand the color palette for future marketing endeavors.

LOGO

The logo design process was equally meticulous. We created a spectrum of marks - from bold, high-concept marks with unexpected typefaces that would make him stand out from his competition, to elegant typographic solutions that would convey the luxury experience and high quality work Ray provides. One standout concept embraced the ambiguity of the letter "M" in RAYMLEE. We saw it as an opportunity to make the logo more playful and versatile like Ray himself is - we came up with different words that started with M and represented his brand: “MINDFUL-LEE”, “MEMORABLE-LEE”, “METICULOUS-LEE”, etc… Although we didn’t choose this as the final direction, we decided to save it for future use as a marketing concept.

Ultimately, the chosen logo embodies Ray's brand values of high quality, luxury, and trustworthiness: a minimalist serif typeface, accented by diagonally placed floating serifs which form a subtle frame around the logo. The subtle frame is a nod to the tagline we created for him - "CAPTURING MEMORIES ONE FRAME AT A TIME," which speaks to Ray’s ability to preserve the most important, joyful moments in peoples’ lives through photography. We added an edgier mono typeface and sans-serif font for the EST 2018 and tagline, which complement the elegance of the serif.