Lauren Williams Photography
Brand identity design for a documentary wedding & lifestyle photographer
Industry
Documentary Wedding & Family Photographer | Shropshire
Brief
To create a refined, timeless brand identity that reflects Lauren’s warm, documentary style and supports her growth into higher-value, more aligned work.
Deliverables
Logo suite • colour palette • typography • brand strategy • tone of voice • social templates • illustrations • brand guidelines
Outcome
A calm, confident brand identity that feels true to Lauren, elevates her business and attracts her dream clients
About the project
Lauren Williams is a wedding and lifestyle photographer whose work focuses on real, honest moments — the kind that unfold naturally rather than being posed or staged. After years of building her business alongside family life, Lauren reached a point where her photography felt aligned, confident and intentional — but her branding no longer reflected that growth.
Having previously created her own logo and visuals, Lauren felt her branding had become dated, overly busy and disconnected from the warm, documentary style she is now known for. She wanted her brand to feel calmer, more mature and timeless, while still remaining approachable and personal.
The Brief
Lauren had built her business organically over many years, but her branding no longer reflected the photographer — or the person — she had grown into.
She wanted to move away from a look that felt dated and generic, and towards a brand that felt:
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Warm and natural
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Calm and documentary-led
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Confident, professional and timeless
Above all, she wanted her branding to attract clients who truly valued candid, emotional storytelling rather than posed perfection.
The Challenge
While Lauren’s photography style was warm, relaxed and deeply emotive, her existing branding felt disconnected from that experience.
She felt her visuals were:
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Too busy and overly detailed
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Lacking confidence and clarity
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Not representative of her documentary approach
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No longer aligned with the clients she wanted to attract
The challenge was to create a refined identity that still felt personal and human — never cold or overly polished.
Strategic Approach
Before touching the visuals, I focused on defining Lauren’s brand foundations - her purpose, values, tone of voice and long-term vision.
Her brand needed to:
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Feel calm, grounded and reassuring
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Reflect authenticity and emotional storytelling
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Appeal to relaxed couples and families who value real moments
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Support a more considered, higher-value client experience
The strategy guided every decision, ensuring the final identity felt intentional rather than trend-led.
The Solution
I created a complete brand identity system designed to grow with Lauren’s business.
This included:
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A refined logo suite with flexible variations
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A warm, nature-inspired colour palette
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Thoughtful typography balancing elegance and readability
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Supporting illustrations and brand marks
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Social media templates for consistent, confident content
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A comprehensive brand strategy including tone of voice and messaging
Everything was designed to work together as a cohesive system — calm, timeless and quietly confident.
The Outcome
Lauren now has a brand that feels aligned with both her work and her life.
Her identity positions her as a trusted, documentary photographer offering a calm, supportive experience - attracting couples and families who value authenticity, emotion and storytelling.
The result is a brand that feels confident, mature and unmistakably her.
