Designing for creatives can be pretty intimidating. Designing for creatives who excel at photography and videography AND have a graphic design background is just straight nerve-wracking!
That is, until you get to know the Herrinton’s. I have been fortunate to get to know Ashley and Tyler over the last year, and they are kind, encouraging, and inspiring. It’s been really amazing to work with them, and over the past few months these two have become great friends. I’m so excited that we’ll be traveling to some incredible places together next year with The Great Photo Escape and Creative at Heart.
I wouldn’t say we started from scratch–there were a number of elements of the brand that I thought were great. I loved their tagline “Love Goes the Distance” and the idea of the paper airplane to illustrate distance (and it has even more meaning when one learns that Tyler and Ashley spent time in a long distance relationship!).
Why did you decide to re-brand?
It all started last June. Ty and I began chatting about our online presence, brand uniformity and cohesiveness, and why we felt called to do what we were doing. We were preparing to quit our day jobs in just two months and make the business our full time gig. We felt strongly that our website was the first impression to all of our potential clients and something about it just wasn’t working anymore. Something about it didn’t scream “us” and what we really stand for and behind. So we knew we needed a change!
This is what we began with:
Did you have any specific inspiration for your brand?
We both knew that we wanted something clean and simple with lots of white space. We really wanted to incorporate our paper airplane from our old branding in some way because it has become the one thing that is recognizable about us! We think our images and videos are super colorful and vibrant so we didn’t want our branding to overpower our work! We really wanted our work to speak for itself! So we went with a more neutral color palette with a little pop of navy blue, which is actually both of our favorite color and the color you’ll most often find us wearing!
We decided on a brand that incorporated Ash’s love of all things southern and classic with Ty’s more modern, technical side. A few scripts mixed with clean, sans-serif fonts, navy, creams, golds and lots of white. This is the mood board I pulled together for them:
And this is the logo we came up with:
What was your favorite part of the process?
Seeing the whole thing come together! It’s so hard to visualize what something might look like when you’re just sharing ideas about what you think you might like. Actually seeing mock-ups of our potential website and blog made the whole process feel SO real! Those were my favorite emails to read!!
What was the most difficult part of the process? Do you have any recommendations for others who are rebranding?
Content writing. Oh.my.gosh. Writing is not my strongest asset, so creating content that showcases ourselves, our story, and our sweet little business was so hard for me! I wanted our words to sound like our voices and the way that we talk but I also wanted it to sound professional and engaging! It was quite the feat for me! My biggest recommendation for those going into the rebrand process is to go in to the process with a vision about what you’re looking to create and SET A DEADLINE for the launch!! I sometimes think it’s hard to visualize yourself and your work in a disconnected outward kind of way. Ask others that know you really well for feedback along the journey of rebranding! That is the BEST thing that we did!
And the new (mobile friendly) site! I love the two Instagram feeds at the bottom of the site, their video page that highlights their incredible work and their blog page. You’ll notice tiny little planes tucked into some of the scripts and special graphics to match their weekly columns.
Is there anything else you want to say about your brand? Or any advice you want to share?
Our own love story was the whole driving force behind our rebrand. As storytellers we really believe that everyone has a story worth sharing. I love how we were able to tie in parts of our story into our new brand! It’s true that more than half of our couples have a long distance element to their relationship. We LOVE that because that’s such a huge part of our relationship. My only other advice is to stay true to yourself during the rebrand phase. It’s easy to look to other creatives in the biz and desire what they have. Remember, there’s no one else that can you do you better than you, so own that!!