Creating an understated identity

Alex Telfer

Alex Telfer is an award winning photographer. He's worked on advertising campaigns with some of the world's biggest brands. As both a photographer and a director, his work is globally renowned. But his brand had aged and no longer reflected the high calibre of his service. Alex required a new way of visualising his portfolio, both digitally and in print. While introducing a refreshed, understated brand identity.

  • Brand Identity Design
  • Brand Guidelines
  • Website Design
  • Printed Literature and Packaging

A stripped back visual style

Starting with his brand, we set out to create a more established aesthetic. By revisiting Alex's brand strategy, we looked at what defined his brand. Stripping back his visual identity, we put his photography at the forefront. To achieve this we created an understated visual style that framed Alex's images. Along with developing a bespoke logotype, we also created a distinct brand mark. The mark is a monogram, with Alex's initials framed in a circle designed to represent his camera lens. We also created an embossed stamp using the mark, acting as a seal of approval for Alex's printed work.

The perfect canvas for Alex's work

With a new set of guidelines, we redesigned stationery and a clean minimal website. The new site provided the perfect canvas to allow Alex's work to speak for itself. To present his printed work, we designed a new three tier portfolio box. The new portfolio design holds both prints and an iPad or one of Alex's limited edition monographs.