Andrew Gotts Photos Branding Project
A visual identity project for a Melbourne photographer including logo, brand guidelines, website, business cards & paper tube wrapping. Project duration was 4 weeks.
Design roles
Visual identity
Web design
Project management
Tools
Illustrator, Photoshop
WordPress
Google Workspace
Overview
This visual identity project was developed for a Melbourne-based photographer & illustrator, Andrew Gotts. The client specializes in diverse photography genres (nature, architecture, conceptual, nude & fashion) and sought a brand system to attract potential photography clients. Andrew requested his name full name to be visualized as a logo.
The project encompassed complete brand development from concept to delivery within 4-week timeframe. The client required his website to primarily focus on his photography services, while still acknowledging his broader artistic versatility.
Logo concepts
The project began with an exploration of logo concepts that merged Andrew Gotts’ full name with visual cues signaling his photography focus. Early iterations experimented with typographic treatments & symbolic integrations (like apertures or camera). The goal was a mark that felt distinctly “photographic” while reflecting his multidisciplinary creativity.
Client feedback emphasized a preference for clean, legible typography with subtle photographic symbolism. This guided the refinement process: bold, custom letterforms took priority, while a discreet photography-inspired element anchored the identity.
Creating style guides
With the logo finalized, the focus shifted to creating a cohesive visual system. The x-height of the logotype was established as the basis for clear space, ensuring consistency across applications. A subtle yet distinctive pattern was developed using the client’s full name initials (“A” and “G”), woven into a seamless design to serve as a brand accent. This modular approach balanced flexibility with brand recognition.
Client feedback emphasized the need for restraint. So that the pattern & background colors shouldn’t compete with his photography. Off-white & light gray were chosen to let his work remain the focal point. The distilled version of the logo (favicon) was created to complete the core identity toolkit. The icon will be used for digital identity on a web browser.
Building deliverables
Week 3 began with exploring the new visual identity to create a bold first impression on the homepage. Early designs experimented with bold design elements. But client feedback called for a more minimalist approach to let the photography take center stage. The final design embraced muted backgrounds & a modular grid system. So that Andrew’s work remained the focus.
Simultaneously, business card concepts were developed to extend the brand’s tactile presence. All options adhered to the clear space system. The AG pattern is used as a textured backdrop for overall visual identity cohesion. Each deliverable was crafted to feel like a natural extension of the brand’s presence.
Brand harmony
Client-approved business card design 
Logo watermark adaptation for Instagram posts, positioned top-left for optimal brand visibility 
Brand pattern extended to social media covers for unified visual presence 
Business card design adapted as a branded sticker for print packaging 
Andrew Gotts’ photography portfolio, crafted in WordPress for effortless responsiveness
The focus on the final week is ensuring harmony across all applications. The business card design with its clean typography & subtle AG pattern now extended to a branded sticker for print packaging, turning each delivered tube into a tactile brand moment. Simultaneously, the logo was adapted as a discreet top-left watermark for Instagram posts, ensuring visibility without overshadowing Andrew’s photography. Social media covers incorporated the pattern at a muted opacity, creating a unified but non-intrusive backdrop.
The WordPress portfolio website tied everything together, blending responsive functionality with intentional minimalism. Every design choice reinforced the client’s goal. Which is to have a system that elevates his work. The result was a seamless brand experience, from a hand-delivered print to a scroll through his online gallery.
Takeaways
This project reinforced the importance of curated presentations. I realized later that 2-3 focused options would have streamlined decision-making. Fortunately, Andrew’s clear vision & cooperative feedback kept revisions efficient. But this experience taught me to prioritize quality over quantity in early stages.
The 4-week timeline was met with precision, proving that structured phases (exploration → refinement → execution) paired with proactive client communication can yield polished results on schedule.
