Rebranding: Dani White Photography

Jan 2017 | Calibrate Your Mark, Crafted Marks

The Dani White Photography rebranding project was all about blending classic photography with watercolor artistry. Dani White Photography is a premier wedding and portrait photographer in Hampton Roads, Virginia.  Dani’s artistic style is a classic, bright and elegant for brides who want timeless art to remember their wedding day. Dani White also is a skilled watercolor artist operating a full Esty shop that sells watercolor cards, stationary, and art. With the expansion of Dani’s watercolor Esty Shop, the new website and branding needed to accommodate both businesses into a seamless and cohesive brand identity.

Project Goals:

  • Unify brand image
  • Create strategic user flow
  • Showcase high-end photography portfolio
  • Highlight the wedding experience

The Logo Design:

What I loved most about this project was the watercolor designs were uniquely authentic because Dani painted them herself! I love collaborating with clients on projects. In the creative community, there are so many talented entrepreneurs and I am humbled to work with some of the best. Dani White Photography is certainly one of them. The logo design was inspired by natural floral colors, classic lines, and dainty touches.

The Website:

While Dani serves many brides, she also has the pleasure of capturing newborns, seniors, families, and couples. Because of these unique customer segments, the website needed to serve each customer in a helpful, easy, a delightful experience. To accomplish this, the website offers the user to choose their experience “wedding, portrait, or baby.” Each experience was built out on a different page with their own unique brand colors. The formats remain the same to provide a consistent user experience, but the subtle change of colors helps the users identify the correct experience page.

Another fun customization of this project was the header scalloped border. This border is a small but powerful detail that continues to build the classic brand identity of Dani White Photography.



List of Services:

  • Logo Redesign
  • Custom branding
  • Custom website built on PP6


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