Brand Identity Design

Brand Identity Design

Sarah Oden branding blog
sarah oden commercial photographer from little Rock, Arkansas

Author: Sarah Oden

Categories: Brand, Identity, Logo

Recently, my business has undergone a major branding overhaul. Previously I had a simple logo, a mediocre website layout, and no cohesive design elements. I needed a brand that complemented my aesthetic as a photographer. I wanted to have a customized look that was current yet timeless, and have the overall design feel like “me”.

My husband, Hunter ( created a brand identity for me that conveys high fashion while also maintaining a universally commercial appeal, since I showcase both fashion and commercial work on my site. His design decisions were made with minimalism as precedent, designed to serve its purpose without detracting from the prominence of the photography.

Sarah Oden branding custom business cards

The debossed “S” on my business cards were individually stamped on a 100 year old printing press by The Part Time Press. As the card is moved around, the light and shadows continuously shift and change the look of the logo, which I find to be a clever little nod to light and shadow play in photography. My company name and contact info sit nicely underneath, uncluttered and direct. The metallic copper edges were painted by Hunter and myself. I love the surprise of the copper sheen as the card is rotated. I was extremely pleased with the outcome and always receive compliments on them when handed out. Minimal yet memorable.

I needed a brand that complimented my aesthetic as a photographer.

A much needed aspect of the project was a website portfolio that was easy to navigate and categorized my photography specialties while maintaining an overall cohesion. Since I most enjoy photographing fashion and fashion-inspired portraiture, it was important to have my brand mirror that style. However, I also do a variety of product, commercial, and advertising work that needed to be showcased with equal consideration. The fonts and design elements that chose lend to a feminine, fashion-inspired look while not being over the top and limiting. My commercial and product work now fit in seamlessly with my fashion and portraiture work.

Sarah Oden branding custom mailer flatlay

The most unique part of the new stationery suite was a custom promotional mailer that was used to spread awareness of my new branding. A debossed “S” and wrap around address tag make the envelopes a unique first impression. The booklet contains a diverse spread of photography, a list of the services I offer, and shares my updated contact information. The copper thread binding and logo tag are my favorite aspects. Each piece was done by hand, and is an unexpected detail that has been commented on many times.

Sarah Oden branding custom mailer detail

Sarah Oden branding custom envelopes

I am now excited to hand out a business card and point clients to my website. The feminine elements and neutral color palette make a statement without overpowering my work. Every detail in the project was carefully considered and custom tailored to elevate the overall project. The designs delivered align with my personal style and laid the foundation for a more professional, memorable brand.

You can view the entire brand identity project here, or to learn more about the graphic design process, click here.

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Sarah Oden is a commercial photographer based in Little Rock, Arkansas. She specializes in fashion, portrait and product photography for a wide range of clients.