Portfolio Feature
Laura Eddy Photography
The goal was to bring her brand up to the same level as her work.
Laura Eddy Photography came to the project ready for a brand that felt more like the business she had grown into. Her existing visuals felt outdated and disconnected from her current work, which had become more refined, more film-focused, and more aligned with the kind of wedding experience she wanted to be known for.
More than anything, Laura wanted her brand and website to reflect what it actually feels like to work with her. Her clients aren’t just hiring someone to take beautiful photos — they’re trusting her to guide them through one of the most personal days of their lives with calm, care, and an eye for the moments that matter. We created a brand and website that could better support that experience, while helping her feel more established and intentional as she continued to grow.
The Project Scope
brand strategy
visual brand identity
brand photography
Showit template website
before
After
Brand Strategy
Through audience research, competitor review, mission and vision work, brand personality, voice, and core pillars, we clarified how Laura could stand out in a crowded wedding photography market. The goal was to move past the expected “timeless wedding photography” language and give her brand a more specific point of view.
A key idea was the director’s eye — Laura’s ability to see the full story of a wedding day, from the atmosphere and movement to the small moments that could easily be missed. She knows when to gently guide and when to step back, creating work that feels intentional without feeling staged.
That strategy shaped a design direction that was refined, expressive, and personal, giving Laura a stronger foundation for her website, messaging, and client experience.
The Logo
Laura’s logo system was designed to feel more personal and expressive than the typical wedding vendor identity. Instead of relying on a polished serif wordmark or delicate monogram, we leaned into the feeling of an artist’s signature — something hand-done, recognizable, and closely tied to the person behind the work.
The signature mark gives the brand a sense of authorship, while the vintage-inspired stamps add texture and flexibility across touchpoints. The eye mark ties back to the director’s eye — Laura’s ability to notice, guide, and anticipate the moments others might miss.
Her tagline, For the fleeting and the forever, brings the whole system together. It speaks to the fleeting nature of a wedding day, the shutter of the camera, and the way Laura turns passing moments into something lasting.
Visual Identity
The visual identity was built to support Laura’s photography, not compete with it. A mostly black-and-white palette keeps the brand classic and lets her images carry the color, while the blue adds a more modern point of contrast.
The typography pulls from vintage editorial and print references, giving the brand a more collected, artful quality without making it overly decorative. We also created a pattern system to add movement and flexibility across the website, print pieces, and social graphics. Together, the type, palette, pattern, stamps, and marks give Laura a fuller brand system.
Brand Photography
Laura didn’t need a heavily styled brand shoot. She needed simple, natural headshots that gave people a better sense of who they would be working with. We kept the photos focused on her personality — warm, easy to be around, and confident in her work — so the website could build connection before someone ever reached out.
from the client:
When I saw my final brand and website, I finally felt like I could let go of the worry and constant second-guessing — always changing my strategy, wondering what I needed to fix, and questioning why I wasn’t connecting with the clients I really wanted to reach.
Read Laura's Full Review
Laura Eddy Photography
Hayley is not only personable and easy to get along with, but she has an artist’s eye that, honestly, just GETS IT. Her design stuck out to me because it was unique, yet understandable and relatable and makes sense to your target audience.
Before my new website and brand, I had no clear direction in who I wanted to market to AND I was lacking the words that backed up my heart behind why I do what I do, how I do what I do, and why I love what I do.
Hayley not only helped me, but took the lead on creating something beautiful from the chaos I brought to her. During the design process itself, Hayley was sure to guide me through each step so it was not too overwhelming. I never felt like I was left to figure it out on my own.
When I finally saw my final brand and website come together, I knew all over again that I had made the right decision in choosing Hayley. If you're looking for clarity and beauty in your brand, Hayley can deliver that AND more.
what they're saying:
"When I finally saw my final brand and website come together, I knew all over again that I had made the right decision in choosing Hayley."
The Website
For Laura’s website, we started with a Showit template and customized it to fit her new brand, photography, and content strategy. A full custom site wasn’t necessary for this project, but the template still needed to be adjusted so it didn’t feel generic or disconnected from the rest of the identity.
We refined the layouts, brought in the new typography and brand elements, and shaped the pages around the way couples and planners would actually move through the site. The final website gave Laura a more polished online presence while keeping the project efficient and focused on what she needed most: a site that looked current, communicated clearly, and supported more aligned inquiries.
