Sweet Caroline Photo // Rebranding

 sweet caroline photo graphic design


Slowly but surely, I’ve been wrapping up big projects, some of which managed to span across many months. One of these clients is Sweet Caroline Photo, a wedding photography business ran by Caroline out of Austin, Texas. Caroline was a unique case because she came to me with an already established business complete with a logo, basic guides and a blog in place. She simply wanted a refresh and for all of her branding, both old and new, to match. What started out as a quote for two client guides and a business card quickly grew into three guides, a business card, DVD packaging, labels and a blog redesign (coded by Star — more on that later!)

It seems like there’s a never-ending stream of talented wedding photographers out there, lined up with one impressive portfolio after another. That’s where personality comes in. Caroline comes across as warm and inviting with a laid back conversational style that makes her feel more like a friend than a stranger you just hired. Isn’t that the feeling you want on one of the biggest day of your life?

There’s a level of comfort that shines through when you read through her frequently asked questions and client guides. She goes out of her way to answer questions you didn’t even know you had. She’s already thought it all through for you, just like a best friend would. In my opinion, that’s what makes Caroline stand out. There’s clearly more to being a wedding photographer than just stunning photography.

Since there were so many pieces to this rebrand, I’m simply going to go in order, beginning with the Client Guides.

Guide 1: Pricing


This first guide was the most basic, listing pricing for Caroline’s services. All of these guides are print-ready but can be emailed as well. I softened Caroline’s color scheme from a golden brown and blue combo to an icy green and silvery grays. As a wedding photographer, Caroline deals with couples prepping for their big day, not just women. Those grooms-to-be are getting photographed, too! I wanted the colors to be gender neutral yet elegant.


 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

Guide 2: Client Information


This guide was much more in-depth, with the 12 pages including an introduction from Caroline, frequently asked questions, resources and basic album information.


 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

Guide 3: Albums


Before I started working with Caroline, I had no idea how much work goes into creating a custom wedding album. This guide covers everything from cover options, colors and offers many customization options. For all three guides, I kept a theme of featuring a ring on the cover. On the back, I just had to feature that beautiful flower arrangement.


 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

 sweet caroline photo graphic design

Letterpress Business Cards


Caroline wanted a very simple look for her square business cards so I felt that letterpress would add an extra touch of sophistication. We went with one color to keep costs down and chose a thick matte white card stock. These were done by Studio On Fire, which I highly recommend. Business Card photo by Caroline.


 sweet caroline photo graphic design

 sweet caroline photo graphic design

WordPress Blog


Once Caroline’s guides and other essentials were done, we moved onto customizing her blog so that everything would match. After I came up with the basic design, coding whiz Star took over and did a beautiful job not only making the blog visually appealing but also adding a lot of extra functionalities in behind the scenes. Thanks again to Star for making this design come to life — she never disappoints!


 sweet caroline photo graphic design

 sweet caroline photo graphic design


There are still a few other things that I will showcase in more depth once I have hard copies. Thanks to Caroline for letting me share the outcome of our collaborations. If you’d like to learn more about the process, Caroline has made a video that goes into more detail.


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