Caitlin & Jones

Brand Guidelines for a photography duo

Collage of brand guidelines and design elements, featuring typography, color palettes, and styled photos of people. Includes phrases like "We can’t wait for your big day!" and font details for "Grenette Semibold."

Project Overview

Caitlin and Jones have been documenting weddings since 2013. They required a more cohesive visual journey for their business. From the initial contact with prospective clients through to delivering their beautiful photography, their brand needed to tell a consistent story.

"Caitlin & Jones" text on a brown background
Stylized logo with the letters 'C.J' on overlapping rectangles on a dark background.

Key Messages & Market Research

In order to create visuals for the brand that were meaningful, we undertook some brand workshops and market research. What were their present strengths and weaknesses? Where did they see opportunities and threats to take grow the brand further? How would they define their ideal clients? What are their clients looking for? What are the brand’s values and key messages?

Text about brand values, stating "We are authentic storytellers," focusing on capturing interactions and journeys on special occasions.
Text outlining a company's brand values focused on outstanding customer service for weddings, emphasizing meaningful communication and building anticipation.
Slide displaying brand values, emphasizing clients as past, present, and future cheerleaders, and valuing the process of collaboration.
Text about brand values emphasizing consistency, dedication, and delivering treasured albums.

Brand Logo

With the brand messaging firmed up, we moved onto creating visuals for the brand. The brand needed to feel personal, natural and a little bit nostalgic. Aligned with that, we wanted the brand to feel aspirational and reflect the beautiful photography Nathan and Ellie (there real names) produce. A brand mark was designed that subtly evokes flicking through your wedding snaps after your big day.

Wedding-themed collage featuring photos of a couple, text "Caitlin & Jones," and cards with the phrase "We can't wait for your big day!" Images show the couple in different settings, including outdoors by a lake and smiling together.

Typography

One of the hallmarks of the new identity was the typeface Grenette by Colophon Foundry. It had the subtle quirks and expressive nature that we were looking for. It perfectly reflects their joyful photography style and personality.

Text on a light background: "We can't wait for your big day!" in Grenette Light font.
Text description of Steph and Tom's wedding at Fulham Palace. Left: "Steph and Tom married on a Saturday afternoon in the middle of August. They enjoyed a traditional wedding alongside their family and friends at Fulham Palace, Chelsea." Right: Details about Steph and Tom preparing for the wedding, exchanging gifts, celebrating with champagne, and Tom starting the day with his groomsmen at The Kings Arms. Ceremony held at Fulham Palace church.
Text reading "Nice to meet you." in Grenette Light font, 105 pt size, on a light green background.
Text on a light gray background reads 'Real love stories, authentically told.' In the top right corner, 'Grenette Light 105 pt & 115 line height' is noted. Copyright by Samuel Petyt Design 2021 is in the bottom left corner.
"Caitlin & Jones" text logo on a light background with decorative frame.

Colour Palette

A wider colour palette was developed inspired by the natural and warm colours that evoke Caitlin & Jones's style. The graphic elements were created in monochrome with the idea that they could adapt easily to a range of palettes and seasons.

Color palette with six colors: Harvest, Bitter Chocolate, Nubuck Brown, Ebony, Stone, and Vellum White. Each color includes hex, RGB, CMYK coated and uncoated values, and colorplan names. Copyright Samuel Petyt Design 2021.
Couple embracing in a grassy mountain landscape with "Natural Tones" text overlay.
Color palette showcasing coral, citrine, rust, Bagdad brown, and forest colors with their respective hex, RGB, and CMYK codes.
Bride getting floral crown adjusted by a stylist, text "Warm Tones" visible.
Bride and groom holding hands outdoors, blurred background, with a logo featuring "C • J" in the foreground.

If you have a project in mind or would like some honest advice on your brand, let’s talk. Send me an email: hi@sampetyt.co.uk