Brand Development

The Brief

Fotoshoot started as a wedding photography service back in 2008. Over time, the business has evolved and had moved away from weddings to focus instead on commercial work in the area of corporate, environmental and studio portraiture.

The brief was to develop a refreshed identity and collateral design for stationery, invoices, folders and promotional material. The brief provided a direction that the new design might evoke a sense of ‘mid-century’, with a nod to a pre-digital print design aesthetic.


A number of approaches were explored before developing both a wordmark and accompanying stamp device – the two ‘O’s in foto reminiscent of old 120 film canisters, with a circular lockup detailing service offering and date of establishment. This provided a very flexible design solution that gave scope for the two elements to be used together or independently across all potential applications. As was typical of pre-digital communications, embossing stamps were a popular business tool – so I had a physical stamp developed using that design. The typeface selection referenced signage from the era; an analogue, stylised sans-serif with excellent legibility at display and copy point sizes.


A simple monochrome colour palette of black and white for functional stationery supported by a rich deep teal/green for use on promotional material was chosen; with business cards given a tactile letterpress treatment to finish off the minimalist retro style.

Investing in your brand and developing quality brand assets inspires confidence in your business from customers.

When changing direction or expanding the scope of your business, it is an ideal time to review and reflect upon your brand. Is it still fit for purpose? Does it represent where you are as a business and more importantly, where you want to go?! A rebrand provides an opportunity to redefine who you are and what you represent; looking to the future, with all the benefit of your experiences as a business to date.

That’s what Shepherd & Flock offers – a bespoke brand tailoring service for businesses, adding value and building confidence! Let’s have a chat about your ambitions for your brand…


Brand Tailoring
Headshot of David McCormack