NETHERLANDS, EUROPE / 2023
Brand Strategy and Identity Design for
Arlene Leilani Photography
Arlene L. Salazar, the founder of Arlene Leilani Photography, is a destination wedding photographer dedicated to preserve the special moments of one’s special day. Guided by a deep desire to document and uphold memories, her intention is to freeze memories in time and pass them down to future generations as a family heirloom. From the big smiles to the soft cries, Arlene documents it all to narrate a story and ensures that you feel like a part of the celebrations through the photographs she clicks.
THE INTENTION
An elevated, modern brand narrative that encompasses Arlene’s values and style of work as well as embraces her personal roots and passion for the art of documentary style photography.
To achieve the vision, we paired bespoke typography with a brand color palette that encompassed Arlene’s roots and target audience. Through a curated color palette of blues, neutrals and creams, we paid a tribute to her Texian and European roots while representing her intention to capture multicultural couples. The serif typography in the brand identity is a careful interweaving of the brand’s foundational elements to reflect her approach of building a legacy and flair for cinematic storytelling through photographs.
We created a warm and welcoming brand narrative that seamlessly captured Arlene’s personality, including her approach to documenting the moments of life. With a focus on the little intricate details and an artistic elegance, the brand identity sets her apart from others and positions her as a premium, thoughtful brand—effectively representing her core values.