LOGO DESIGN
VISUAL IDENTITY
Through the Lens is a creative marketing company specializing in brand photography and social media management. They empower clients to build an engaging brand by utilizing cutting-edge technology to promote a uniquely human voice.
Visual storytelling driven by authenticity.
After finishing her Bachelor’s degree in English, Lindsay embarked across the world to capture stories of even the most hidden people groups across Africa. She sent a monthly newsletter to keep friends and family back home in the know, titled “Through the Lens,” and the notion of storytelling has remained in the work she does today. Lindsay was brought home early from Kenya due to COVID-19, and she took the opportunity to expand her skills in digital marketing. She has since worked with multiple established and start-up companies locally and globally. Several of these businesses have developed from unknown pop-ups into thriving, wide-distribution brands.
Lindsay White is a Charlotte-based portrait and lifestyle photographer. Her creative journey began when she captured an experience abroad that would impact the rest of her life.
Lindsay spent an entire summer between college years in Bolivia, South America at an orphanage where she hosted weekly mission teams. She would spend ample time with the children at the home, as well as evangelical outreach programs in neighboring towns. It was during this summer that she fell in love with photography, shadowing the media director of the organization and practicing on her own for the first time. Lindsay felt the weight of capturing the stories around her in the most accurate way possible, knowing that it was imperative for those not on the field to see the truth of the work she was doing and the impact it would have for years after she was gone.
THE BRAND
STORY
VESSEL (GUIDING CLIENTS)
INTERWOVEN (HUMAN CONNECTION)
CURVED EDGES (PERSONAL)
CRISP OUTLINES (CLARITY)
UPWARD MOVEMENT (GROWTH)
MINIMAL SHAPES (BOLD, CONFIDENT)
ELEGANT TYPOGRAPHY
VISUAL KEYWORDS
TYPOGRAPHY PAIRING
I chose a duet of elegant typefaces for the brand name. Pairing a script and sans-serif font brings a modern human element, which encapsulates the brand's mission perfectly.
PATTERN & MOCKUPS
Clean, minimal logomarks are ideal for creating beautiful geometric patterns to present the brand in a variety of ways. To boost the branding in future marketing materials, I created a pattern that would fit everything from print/collateral to apparel design
OUT IN THE WORLD
IN THEIR WORDS
Having a logo that is not only aesthetically pleasing but that encapsulates the heart of your company is essential. Caleb blew me away with a design and brand package that achieved these ten-fold.
He asked the best questions during our consultation that had me talking about why I'm so passionate about my work, and he translated that passion through to my logo with accentuating colors that feel like me. He was professional and kept me involved throughout the entire design process, and he exceeded expectations on delivery.
Whether you are just starting out or looking to rebrand your business, Caleb is the man for all your design needs!
Lindsay, Through the Lens Creative Marketing