It was a pleasure to create the new brand identity for Luxe Portraits by Hanan, a uk based Newborn and Maternity Photographer. We wanted to create a sleek, elegant, minimalist brand that would reflect the high standard of photography and level of service Hanan provides. With years of experience as a midwife, Hanan is passionate about the incredible experience of childbirth, and works to capture this beautiful journey for her clients.
As well as the brand identity, I was commissioned to create a Squarespace website and price guide pdf.
Case Study
Opportunity
Newborn and maternity clients look for two signals at once: exceptional taste and absolute care. Instead of “cute” baby motifs, the brand needed a quietly luxurious, editorial presence that respects the sensitivity of the subject while elevating the studio’s craft.
Objectives
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Craft a sleek, minimalist identity that feels premium and personal.
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Design a mark that performs as a watermark over photography as well as on print and web.
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Establish a neutral, black-and-white-led palette that flatters timeless, softly lit imagery.
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Provide a compact submark for avatars, seals and micro contexts.
Insight & Strategy
Because images are the hero, the identity should behave like a frame—adding poise without competing for attention. We paired a tall, high-contrast serif for LUXE with a finely spaced PORTRAITS line and a handwritten “by Hanan” signature to introduce authorship and warmth. A fine keyline creates a gallery-label feel.
Identity Solution
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Primary lockup: Wordmark held within a delicate rectangular frame; “by Hanan” sits as a signature line, signalling personal oversight.
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Submark: A circular seal version (“LUXE / PORTRAITS”) engineered for watermarking and small digital spaces where the full lockup would be too fine.
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Palette & typography: Monochrome and greyscale for tonal neutrality across photographs; typography tuned for elegance and legibility at small sizes.
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Applications: Guidance for watermark placement/opacity, stationery and website headers ensures consistency day-to-day.
Competitive Edge Now
The brand reads as editorial and composed—distinct from cliché newborn aesthetics. The signature adds humanity, the neutral palette protects colour fidelity in images, and the seal submark keeps recognition strong at micro scale.
What This Enables
A cohesive presence across the website, price guide and social touchpoints; confident watermarking that doesn’t distract from the work; and a calm, premium voice that aligns with a high-standard client experience.
