Kayla Funk

Rebranding a photographer from budget-friendly to high-end

Brand Strategy / Visual Identity — Tucson, Arizona

Brand Evolution

Where Kayla Funk Began…

Kayla created her own brand when she started out as a family photographer. She loved the colors and fonts she chose, but felt like the direction was scattered overall. She had the clearest picture of who she wanted to serve and the work she wanted to do, but no idea if her website and brand spoke to those people. She wanted to break into a more luxury market and knew she needed to change the visual side of her business to get there.

Where Kayla Funk Is Headed… 

Kayla had the most intricate details about her ideal client that we’ve ever seen. We had no questions about who we needed to attract. But that gave us the fun challenge of perfecting her visual identity to make sure it spoke right to this person, this mother. We wanted it to feel both high-end and welcoming. Luxury and approachable. So the fonts and colors we chose needed to marry two somewhat opposing views.

Brand Keywords

Quality — Luxury — Welcoming — Warm

Target Audience

Jen, 32, is a stay at home mom and married to a doctor who she met while she was in college and he was in med school. She worked at a bank a few years after graduation until they started a family. She has two kids, 3 and 5, who are very active. Ballet, swimming, play dates. Their schedule is full but they all love it that way.

She values quality design and quality imagery. She loves the busyness of their lives but wants time to slow down. She wants images that look as lovely as their life feels to her and would love something beautiful to hang on their walls.

Visual Rationale

Kayla’s primary logo spoke to her location in Arizona. It featured a crest with the sunrise in each corner, nodding to both the sunshine in her state and the light she looks for as a photographer. We chose desert hues to continue that theme and our font selections provided an air of elegance as well as a little bit trendy to appeal to her millennial audience.

In Kayla’s Words

“My experience with Lydia from Telltale was unbeatable! Before working with her, I had so many ideas for my photography brand, but didn’t know how to communicate my value to my ideal clients. I knew who I wanted to work with, but didn’t know how to book them. Lydia took all my thoughts and created a brand that I’m confident in and that my clients love. I’m making more—like 20% more—and working with the exact people I want.”