Visual Identity Development

Brand style board for Stacie Frazier featuring logo concepts, photos of models in lingerie, a color palette of black, red, and beige, fonts Montserrat and Garamond, and brand elements including a red silhouette of a woman and abstract shapes.
Business card for Stacie Frazier featuring her photo, contact information, and a black and pink design
A man wearing a white T-shirt, carrying a beige tote bag with a red silhouette of a kneeling woman with her head bowed and hair in a bun.
Cream-colored t-shirt with a red graphic of a woman sitting cross-legged with her back turned.


Rebrand | Visual Identity Development

Skills:

Art Direction | Logo Design | Typography | Color Theory | Brand Guidelines | Brand Strategy | Project Management

This project involved a comprehensive rebrand of my photography business, transitioning from the edgier "Haute Shots" to the more sophisticated and inclusive "Stacie Frazier Photographie." The intention was to attract a more sophisticated, high-end clientele while staying true to my core mission of empowering women through authentic imagery. 

I was responsible for the full creative direction and execution of this rebrand, encompassing strategy, visual identity design, and implementation across all brand touchpoints. Launched in a new market with a limited initial marketing budget, the primary challenge has been building brand awareness and reaching the target audience.

Key Deliverables:

  • Logo Design: Developed a custom icon featuring a Matisse-inspired female figure, celebrating diverse body types and reflecting the brand's inclusive philosophy.

  • Color Palette: Curated a sophisticated palette of beige (warm neutral), black (contrast and drama), and red (bold accent), balancing timelessness with modern appeal.

  • Typography System: Implemented a three-font system: Montserrat (clean headlines), Garamond (elegant body text), and a script font (feminine flourishes), creating a cohesive and versatile typographic voice.

  • Visual Elements: Designed decorative elements (brushstroke dots, textures, logo integration) to enhance visual interest and reinforce the artistic craftsmanship.

  • Brand Guidelines: Created a comprehensive style guide to ensure consistent application of the visual identity across all platforms (website, marketing materials, social media, etc.).

Creative Rationale:

  • The Matisse-inspired icon was chosen to represent the brand's commitment to celebrating women's natural beauty, drawing inspiration from classical art's inclusive depictions.

  • The color palette was carefully selected to evoke feelings of sophistication, warmth, and confidence, aligning with the target audience's preferences.

  • The typography system was designed to balance modernity with timeless elegance, ensuring readability and visual harmony.

Lessons Learned:

  • The rebrand highlighted the importance of thorough market research and target audience analysis.

  • The visual identity successfully established a refined aesthetic that resonates with the target audience; however, achieving client acquisition requires a more robust and sustained marketing strategy (and budget) than just a new identity system to increase visibility in a new market.

  • Further exploration of marketing channels and messaging strategies is needed to effectively reach the desired audience.

Potential for Future Development:

  • The visual identity provides a strong foundation for future brand development.

  • Refining the marketing strategy and messaging could help to better attract the target clientele.

  • The style guide can be used to ensure brand consistency across all touchpoints.