It’s such an incredible joy to introduce y’all to the new visual identity for my sweet client Ashley McDonnell of Ashley McDonnell Photography! Based in Minnesota, this immensely talented natural light family photographer specializes in capturing your family’s memories to last a lifetime. From moments with the entire family that exude incomparable joy to the very first images you have of your newborn as you bring that little one home, Ashley utilizes her gifts and her heart for her clients to serve them, and their families, well.

When she reached out, she was ready to establish herself in a new city after her family relocated to Minnesota. She wanted to create a refined, fresh visual identity that would set her up for success in this new city, and one that would reflect a simple, clean, and warm presence that would invite potential clients to connect with her! Together, we crafted a new logo and coordinating visual marks, a full stationery suite, and a custom Showit website to invite potential clients into a cohesive, heartfelt experience from that initial look at her website to the final thank you note she sends along with their print products.

Ashley is a natural light photographer and she loves to feature outdoor locations for many of her family sessions. With that in mind, we knew that we wanted to create a color palette that included an array of greens, a pop of pink, and a touch of warm yellow to give off a feminine, polished, and organic aesthetic. From there, we brainstormed ways to tie in her faith and her heart throughout her visuals in a way that felt genuine for years to come. So we dreamed up a sketch of a flowering dogwood branch which holds special meaning to Ashley as it represents her faith in every detail, from the branch itself to the shape of the petals. Crafting symbols like this that hold such personal, heartfelt meaning to my clients is absolutely one of my favorite parts of brand design!

We were able to tie in that sweet little dogwood branch and its flowers through her logo, sub mark, a custom repeating pattern, and more. It’s truly these thoughtful details that make digital and print touchpoints stand out!

As we transitioned into her website design, Ashley envisioned a simple, clean website where she could showcase her work, connect with potential clients, and easily make updates as needed. We designed a crisp, bright Showit site filled with plenty of white space and ample areas for her photos to truly shine.

In her own words, Ashley shared, “Before we started our journey together I was not confidant in my brand! I was in the process of starting my business but was questioning my abilities because I did not have a strong brand or website to back up what I claimed to do. I also was unsure how I was going to ask the price I wanted to get.

Now, I feel proud and confidant! I am excited to show people my beautiful website and hand out my beautiful business cards and stationary. I secretly always hope that people will ask me if I have a business card or website just so that I can show it off!”

Be sure to head over to Ashley’s website to see her full visuals in action, and help me celebrate this new season for her business by commenting below with your favorite detail from her new brand!

Are you ready to invest in crafting an elevated visual brand that represents the heart of your life’s work? I’m currently accepting new branding clients for 2018, and I’d love to partner to create something truly one-of-a-kind that serves you well for years to come. Get in touch to schedule a free consult today!