Captured by Krystie
Captivating photos that deserved a captivating brand
BRAND STRATEGY / VISUAL IDENTITY / WEB DESIGN + DEV — Birmingham, Alabama
Brand Evolution
Where Captured by Krystie Began…
Krystie’s most memorable experience with a professional photographer was her daughter’s newborn session. It didn’t go so well and Krystie decided she was going to try to document her own family’s memories. She got a “real” camera, took many online courses, and practiced practiced practiced. She launched Captured by Krystie over a decade ago and after photographing a little bit of everything, she came to us ready to establish a niche and give her business the attention it deserved.
Where Captured by Krystie Is Headed…
The niche Krystie was ready to enter into was milestones. She wanted to create timeless, beautiful portraits for mamas to be, newborns, and every milestone a parent might want captured throughout their children’s lives. We dove deep into her ideal clients and strategized how to reach them through a visually compelling and emotional brand. Of course accompanied by a website that proved the value of her work and her images.
Brand Keywords
Timeless — Whimsical — Sentimental — Soft — Detailed
Target Audience
Fiona, 34, is a nurse turned stay-at-home mom. She’s married with a toddler and a newborn. Though she loved her job, as soon as she had her first kiddo, she knew she wanted to stay home while her kids were little. She cherishes these young years, even though they can be difficult days. She is affectionate and sweet with her kids, and extremely sentimental about the passage of time. She shops for clothes at LOFT and Target and is more excited about decorating her walls with images of her family than worrying too much about perfect decoration.
Visual Rationale
Krystie’s images stir up deep emotions and remind people to cherish special moments with their kids because they are fleeting. The design of this brand and site needed to be simple so as to not take away from the impact of her images. But the visuals also needed to further that emotional feeling to not appear too cold or detached. We were drawn to the soothing tones in Krystie’s work and matched it with icons balanced by the smooth lines and circles.
In Krystie’s Words
“When I first reached out to Lydia about the rebranding of my photography business, I didn’t quite know what to expect. I had somewhat of a blurry idea of what I wanted, but I didn’t quite know how to express those ideas into words, or design. After our first chat, I could tell that Lydia really took the time to listen to what I wanted and she turned my blurry ideas into something that I am proud to present to my clients. Having a professional website has really helped my business grow by showcasing my images and creating a brand that is recognizable. Lydia made the entire process so easy and I can’t thank her enough!”
