Rachel Ruth
Keeping a photographer’s brand both fun and professional
BRAND INTENSIVE / SQUARESPACE WEB DESIGN & DEVELOPMENT — Indianapolis, Indiana
Brand Evolution
Where Rachel Ruth Began…
Like most photographers, Rachel started her business photographing couples that were her age: just out of college. As her experience and business has grown, she wants a client list that reflects where she is now, not where she started. Her photos are true-to-life, focused on connection, and reflect the full range of emotion that can happen on a wedding day. She came to us wanting to photograph couples who were established in their careers, their lives, and their love.
Where Rachel Ruth Is Headed…
No matter the size of the wedding, Rachel’s clients want it to feel like a party. Whether there’s 2 people or 200, she’ll make sure the vibes are fun and the love gets captured. Her brand needed to communicate the professionalism of the experience she provides: help with timelines, connections with other local vendors, years of experience. But it also needed to encapsulate her personality: she doesn’t know a stranger and brings the party wherever she goes. Finding that balance, visually, was a fun challenge.
Brand Keywords
Exuberant — Friendly — Grounded
Target Audience
Peter + Willa, 27 + 26, graduated from college a few years ago. They just got engaged after 6 years of dating and the wedding they’re planning is focused on celebrating their love for each other in a personalized way. They’re hard working and becoming more established in their careers, but they also know how to throw a killer party. They have adult money for the first time in their lives and they would like to spend it on the things they care about. They’re down-to-earth and honest and when looking for a photographer, they want to hire someone who will capture their genuine relationship. No fake laughs here!
Their style is current, but unique and they love a darker color palette and are not about the pastels and barn trends of the 2010’s. In their wedding season, they prioritize authenticity over going through the motions—whether in a ballroom or outdoors surrounded by greenery.
Visual Rationale
When diving into Rachel’s visual identity direction, our goal was to design a brand that walked the thin line between being bold, fun, classy, and full of life, while equally prioritizing maturing the brand and communicating Rachel’s professionalism, expertise, and talent.
We want this visual identity to stand the test of time, representing who she is (as a person and as a brand) and where she’s going. We wanted it to scream “Rachel is worth the investment!” and resonate with a more established couple in their late 20’s and early 30’s, but nonetheless, a couple that values a killer celebration. This concept is balanced, fun, and authentic, just like Rachel Ruth.
