Classic + Floral-Inspired Re-brand | Lisa Hornak Photography

August 3, 2018

brand reveal

Is there anything better than launch week, y’all? I don’t think so! It’s such an incredible joy to share the full brand reveal for the gorgeous, neutral re-brand I designed for my sweet client Lisa Hornak of Lisa Hornak Photography. Lisa and I started working together earlier this year to give her visual brand a heartfelt facelift that spoke to her experience, positioned her as an expert, and wooed the ideal clients she loves to serve!

When Lisa first came to me, she’d been living with a website that wasn’t fully finished and certainly didn’t speak to the level of experience and the huge amount of heart she brings to each photo session. As a natural light engagement, anniversary, and wedding photographer, it was important that her visual brand set the tone for the deeply personal and incredibly professional client experience Lisa created. But with a brand that just didn’t feel like “her,” it was time to breathe new life into her visual identity to reveal an elevated brand that inspires connection with her ideal clients!

Neutral branding + custom Showit website design for Lisa Hornak Photography | b is for bonnie design

Together, we honed a brand new logo and alternate marks to serve as the face of Lisa’s visual identity on her website, through her packaging, and throughout her custom stationery. Lisa shoots almost exclusively in natural light, and natural landscapes and organic backdrops are a huge part of her sessions! Not to mention, Lisa’s ideal clients often opt for an outdoor celebration in the mountains or on the beach rather than inside a more traditional ballroom. So we focused on pulling in visual details that reflected the refined organic feel that echoes throughout Lisa’s work and draws in her clients in the first place! A loose, organic floral spray is a focal point in her new logo to speak to not only the elevated outdoor celebrations Lisa’s ideal clients host, but also the deeply romantic relationships she captures during every session.

A dual knowledge of Lisa’s values and her ideal clients’ values enabled us to pull in design elements that honor Lisa’s story while wooing her ideal clients at the same time!

Neutral branding + custom Showit website design for Lisa Hornak Photography | b is for bonnie design

One of the biggest paint points Lisa initially shared with me was that her website didn’t serve her well, so we knew that we needed to invest time and energy into crafting an elevated online presence that would set the tone for what Lisa’s clients can expect from her. On top of that, Lisa’s business has been growing rapidly over the past year so it was crucial that we built a website that gave her business the space to grow, as well!

I designed a custom Showit 5 website that pulled in the color palette I created for Lisa filled with neutral greys (her favorite!) and pops of soft blue. I focused on crafting a strategic site that intentionally guides Lisa’s potential clients through all the information they need in order to make an informed decision about reaching out to her. More than just a beautiful site, it’s important to craft an online presence that guides clients through a purposeful website flow, which is all part of the website strategy work I do with my clients before we dive into site mockups.

With this website launch, Lisa was introducing some new additions to her business through her incredible associate photographers! By growing her team, Lisa is able to serve more clients without comprising the quality of each shoot or wedding day. Throughout her website, I designed spaces where we could introduce Lisa’s team of associates, show off their incredible work, and make it easy for potential clients to get all the juicy details on booking either Lisa or an associate along the way.

As if that exciting addition weren’t enough, Lisa also leveraged this launch as an opportunity to re-introduce her one-on-one mentoring services for photographers! Because we knew this was a new level of service that Lisa would bring to her business, it was important to build out a little hub for education on her site that she can easily add to as her educational offerings grow.

Dusty blue + grey branded stationery for Lisa Hornak Photography | Digitally printed stationery on Strathmore Soft White Wove, 240lb weight for a luxe feel | Custom patterned envelope liner tucked inside Colorplan Cool Grey Euro flap envelope | designed by b is for bonnie design

Dusty blue + grey branded stationery for Lisa Hornak Photography | Digitally printed stationery on Strathmore Soft White Wove, 240lb weight for a luxe feel | Custom patterned envelope liner tucked inside Colorplan Cool Grey Euro flap envelope | designed by b is for bonnie design

Dusty blue + grey branded stationery for Lisa Hornak Photography | Digitally printed stationery on Strathmore Soft White Wove, 240lb weight for a luxe feel | Custom patterned envelope liner tucked inside Colorplan Cool Grey Euro flap envelope | designed by b is for bonnie design

Dusty blue + grey branded stationery for Lisa Hornak Photography | Digitally printed stationery on Strathmore Soft White Wove, 240lb weight for a luxe feel | Custom patterned envelope liner tucked inside Colorplan Cool Grey Euro flap envelope | designed by b is for bonnie design

Client experience is such an integral part of Lisa’s process with her couples, whether that’s through an anniversary session or full wedding coverage! So we knew that we wanted to design custom elements that would elevate her client experience touchpoints and make a stunning impression. I designed a custom stationery suite complete with a custom envelope liner using a repeating pattern of the floral spray from her main logo, double thick business cards, and a classic notecard with a pop of color on the backing!

We opted for ultra thick stock for both the notecard and business card to offer a memorable tactile experience without the added cost of letterpress. The digital printing of this entire suite just goes to show that you absolutely can create elevated stationery without springing for foil stamping or letterpress printing!

I also designed a custom investment guide template Lisa can easily update in the future with new pricing info or images from recent weddings, as well as a custom mentoring guide template to accompany inquiries for her mentoring services. These guides can easily be used digitally via email as part of an automated workflow, or they can be printed for in-person consults with her clients.

As we put the finishing touches on Lisa’s website leading up to her big launch this week, she shared, “I still can’t believe this is mine and it gets to be my online home that I am SO proud of!”

Sweet feedback back like that is just music to my ears, y’all!

Be sure to check out Lisa’s website in action here and help me celebrate her launch week by leaving her some love on her blog! Rumor has it there’s a big giveaway happening there that you won’t want to miss. 😉


Are you ready to build a gorgeous, elevated visual brand that woos your ideal client, tells your story well, and positively impacts your bottom line? Then we should chat, friend! 

I’m currently accepting custom branding clients for Fall and Winter 2018, and it would be a joy to walk alongside you on your branding journey. Head here to get in touch and schedule a free consult to see if we’re a match made in heaven. 

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I'm Bonnie -- a designer, brand designer + strategist, writer, wife, and pet parent to the most rambunctious golden retriever this side of the Mason-Dixon! I'm passionate about building authentic brands, encouraging small business owners to chase their dreams, and spreading joy through design. It's a delight to have you here, lovely! Grab a cup of coffee, pull up a comfy chair and stay a while, won't you?

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