Building a powerful brand identity inspired by a wedding photographer’s childhood memory.

Danae Herrmann Photography has experienced incredible success capturing weddings around the globe. But with the pandemic forcing most weddings to be postponed or canceled, the industry took a serious hit. The owner looked at this unplanned break as an opportunity to reinvent the brand, and came to us for help. She felt the brand was outdated, didn’t stand out in the crowd, and no longer represented her business.

With owner-operated businesses, it’s sometimes impossible to separate the personality of the owner with the brand. In the case with Danae Herrmann Photography, we wanted to do the opposite. It was clear that she was the heart of the brand, and we wanted to celebrate that. 

As part of our exploration process, we asked Danae to go deep and share her earliest memories that inspired her wanderlust and love for photography that eventually would lead to her career. The outcome was both surprising and inspirational. Our job? Capture it in a brand identity that was meaningful, powerful and practical. We knew we didn't want to do the generic camera reference for the brand mark — after all, the brand is much more about the beautiful adventurous, meaningful moments being captured. In the end, the inspiration for the logo came from the scenic view of the mountains as you enter Ouray, CO.