One of the biggest problems business owners face when first starting out is that they tend to think
of branding as a logo. In fact, branding has a number of different interpretations and elements,
from the specific – a colour scheme – to the more intangible – a feeling associated with that
As a graphic designer and photographer, I am able to bring together a number of elements to
create a cohesion of both image and perception, as I did with Gayle Edwards from GECopywriter.
Finding something you like
GECopywriter had been running as a business for 6 years, and in that time already had 2 different
logos. As Gayle said, “I know what I don’t like, but I can’t tell you what I do like. Only, it shouldn’t
be pink, green or involve a pen.”
As a digital copywriter, a keyboard was far more appropriate an association for Gayle than a pen,
but this image is too often used for web developers. It didn’t have the creative writing element of a
copywriter. After a long conversation, I also felt the existing headshots Gayle didn’t display her
personality, being a little too formal and corporate.
The graphic design
Gayle and I went through an extensive conversation about her business, her aims and how she
interacts with her clients. It gave me a very strong view of how she worked, and her style of
communication. I also go through a colour analysis process, choosing the colours she both liked
the most, and have positive connotations for creativity.
Then I put together a mood board of potential logos and a new website page design, which
incorporated elements of content from the existing site but with a modern style. I found samples of
the types of image that would go with the design. And then, sent it over to Gayle.
Of course, there was a little to and fro’ing as we tweaked the design, and added and discarded
elements. We ended up with a strong design that represented writing and used Gayle’s initials,
bright non-corporate colours and a completely revamped webpage design.
The benefits of creating both graphics and photography myself is that I understand exactly what I
want when it comes to the photos to fit into the page. For example – an image of Gayle on her new
brand background, no clutter, and positioned on one side to allow room for some wording – which
meant I knew how I needed her to stand in the photo before I even started the shoot.
And, as there were no need for extensive conversations, meetings and sign offs by different
departments – graphics, branding, photography and so on – the process was both swift and cost-
Finally – a great new Brand
The outcome – a fresh, modern brand that demonstrates Gayle’s creativity, natural personality an
that contains absolutely no pens.
The website both complements the style and uses the brand colours throughout, and Gayle has a
clear idea of her own style to carry on within her social media and marketing.
“Tina is a fabulous and creative photographer. After a very general chat about how my website and brand was just not working for me, she came up with some brilliant designs and ideas. She understood what I wanted, when I didn’t know myself, and put it all together. The photo shoot was very easy going, friendly and I didn’t feel uncomfortable at any point.”Gayle Edwards – GECopywriter