Brand Identity Design for Giggles & Smiles Photography, a Dublin based high end photography studio specialising in Newborn, Maternity and Portrait Photography. A neutral colour palette featuring warm pastels was a must, paired with classy serif type to position the brand as the high end, award winning studio it is. In fact Tanya has won multiple prestigious awards, including the IPPVA Professional Photographer of the Year and IPPA Children’s Portrait Photographer of the Year.
Case Study
Opportunity
This family and children’s photography studio needed a brand identity that would immediately communicate warmth, joy and trustworthiness. Competing in a market where many brands lean amateur or overly whimsical, the aim was to create something playful yet professional—instantly appealing to parents, while reassuring them of quality and reliability.
Objectives
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Develop a logo that conveys fun, friendliness and approachability without losing polish.
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Create a visual system that works across digital platforms, print collateral and, importantly, photo watermarking.
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Introduce a colour palette that feels vibrant and joyful while staying tasteful.
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Ensure the identity can grow with the brand as it expands services and touchpoints.
Insight & Strategy
Parents respond to identities that balance emotional appeal (playfulness, warmth) with credibility. The strategy was to lean into bold, rounded forms and bright but harmonised colours—language that feels child-friendly, yet professional enough for high-value family portrait commissions.
Identity Solution
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Logotype: A rounded sans-serif wordmark customised with playful letter details, reinforcing friendliness and memorability.
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Submark: A compact smile-inspired device, ideal for watermarking photographs, social avatars and small-scale applications.
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Palette: A bright, harmonious mix of soft yellows, sky blues and warm pinks—creating a joyful atmosphere without overwhelming the viewer.
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System: Clear guidelines for spacing, reversals and minimum sizes to ensure consistency across business cards, website, packaging and watermarks.
Competitive Edge Now
Compared with generic or hobbyist-style photography brands, Giggles & Smiles now presents as professional yet approachable. The identity carries joy and warmth, while the structure and refinement ensure it can compete credibly in the premium family photography space.
What This Enables
A consistent, recognisable presence across all client touchpoints—from watermarked images and print collateral to digital platforms—supporting stronger brand recognition and trust, and helping the studio stand out in a busy marketplace.
