Rupert Peace is a London based lifestyle photographer whose primary clients are modelling agencies, hotel owners, yacht manufactures and yacht clubs. The brief was to redesign his visual identity to look more elegant, cleaner and have better visual structure. He also wanted the logo to have an emphasis on his family name. After the project discussion with Rupert, we decided to create an identity which would portray him not as a photographer who provides services to show luxury products in the best way but instead as one of these products: elite and professional. That idea developed into the necessity to get rid of any direct visual association with a camera, leaving only the word “Photography”. Minimalistic approach to design and layout, clean typography and a high contrast sophisticated colour scheme. This leaves a lot of negative space and allows every piece of information to be seen as important. No fuss about anything unnecessary, just confidence, elegance and professionalism.
