Carmen Salazar Brand Strategy

a Sacramento, CA based photographer needing to link her wedding, lifestyle, and boudoir photography businesses

to see the entire process head on over to the blog


Disjointed and distracting, her visuals and site design didn’t support her amazing art. Carmen needed a way to fit all of her subjects and styles in a streamlined and beautiful way.

Her focus was on blending 3 attributes: romantic, nostalgic, personable and quirky.

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First, we explored how her 3 business aspects fit together typographically. By defining different roles (bold splashy, clean and accessible, personable and romantic) I brought in 3 different typographic treatments that complemented each other.

Typographic patterns were explored to show the interworkings of the varying marks.

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She wasn’t feeling that direction, so I hit the drawing board with a diagram showing how the 3 pieces of the business could be represented in tandem.
This, plus the client’s amazing home inspiration created the solution that resulted in ultimate brand strategy perfection.
It took seeing her home to realize her love of color and pattern were the answer! She throws around color and pattern like it is confetti. It’s incredible.

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Singling out the patterns allowed me to focus in on which ones I should be creating and how to pair them together to suit her aesthetic.

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Seeing the panoply of patterns and colors, I knew what I had to do: PATTERN PARTY AND COLOR MATRIX!

Here’s some of them:

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Who doesn’t like a parade of gorgeous envelopes?
I used these to show endless combinations of color and patterns.

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