“Laura Knox had established herself as one of the leading drinks photographers in the industry. But now she wanted to attract bigger clients and more exciting advertising work.

“We worked with Laura to define her primary target audience: Art Directors at creative agencies. If we could engage them, they’d advocate her work to their clients, opening up a host of potential new brands and opportunities.

“Laura has a reputation for exquisite use of light in her work. So we got technical. Looking into the way light passes through a camera, we discovered that the cross section of a single lens reflex mechanism creates an abstracted L and K. The resulting monogram offers a visual reward for those whose technical knowledge allows them to ‘get’ the reference. It also formed the basis for the wordmark, where the letterforms were crafted alongside the angles of the K.”

Designed by Ragged Edge

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