Working with Cara and her colleagues was an excellent experience from start to finish. The initial discovery session was so exciting, and on it’s own would have been really useful to re-assess where your business is at and your target audience. I’d use Cara again in a heartbeat... I just won’t need to as the rebrand I have is going to last ages!Adam Hills, Photographer
Adam Hills is a headshot photographer who founded MUG Photography in 2011, fast forward 4 years and his business had matured and he felt it was time that his branding did so too.
Having named his business MUG Photography as a play on mug meaning face, Adam had built up a well loved and memorable brand. He challenged us to retain the humour and warmth of his informal approach, and keep the name 'MUG', but to give the business a refresh and a more sophisticated look.
The existing logo had been made on a budget and had served Adam until now, but a new look was due.
Our brainstorm with Adam resulted in lots of references that included visuals from the film & theatre world, including the Oscars, theatre posters and the relationship between photography & acting.
From these references, Adam felt that the sharp lines and fresh colours of the art deco posters and theatre buildings were a good nod to this world, without having become cliched and overused. This formed the basic of our moodboard.
For our colouring, we took inspiration from these deco designs, but also from the world of film posters, in which orange and blue feature predominantly.
Adam wanted to keep the playful company name ‘MUG’ but was interested in incorporating some heads/people within the letters. We presented several concepts, but this simple execution of bulky letters with geometric profiles was a clear favourite.
We developed the logo looking at a mixture of ‘flat’ graphical profiles and 3d contours in bright orange hues against turquoise until we found a logo that popped and worked well as a small brand mark as well as a larger scale logo.
The final MUG logo. See how Adam is using the MUG logo, over on his website.