Kaleigh Madison - Brand Identity and Site Design
- Kaleigh Schouten
- Dec 17, 2025
- 4 min read
Quick peek into some of the details ↓
Services
Brand Identity & Site Design (The Big Rebrand Package) - Logos, illustrations, patterns, typeface recommendations, branding mood board, branding guidelines, and a custom website
Industry & Client
Lifestyle photographer that is based in Huntsville, Alabama focusing on candid and "lived-in" images. The client is Kaleigh Madison
Designer Note
Kaleigh's previous branding was geared towards booking editorial wedding clients. With her new business approach, her ideal clients are families, grads, and seniors. Her branding says, "Hey! Taking photos can sound like a chore, but I promise you're going to have so much fun!"
Final Branding
Want to skip the details of how we got to her final brand identity?
No problem - Click Here!
Kick Off for Brand Identity!
About our Client!
This is kind of awkward, because hi - I'm both the designer and the client for this project! As part of launching Resqueue, I decided to take a step back from the wedding industry. My previous branding was more editorial. That was perfect for then, but I wanted something more fun and engaging for this new chapter.
When I decided to do a rebrand for my photography business, I promised myself that I would give myself the FULL Resqueue experience. Just like with all our branding clients, I started off with a Kick Off by digging into my inspo line item by line item. Once I had my collection of thoughts from my inspiration, I curated two draft boards.
I almost stopped after the first draft boards, but I decided to push through and create a second. There were major parts from the second board that made it to my final branding package! My second board explored different color palettes and fonts, which was exactly what I needed to find what felt right for my business.
Big Takeaways
Just like with a few previous clients, I gravitated towards the design elements that was completely different than what I was expecting or originally envisioning. I almost stopped early in my signature Resqueue branding process, and I'm so proud of myself for pushing through! The process truly works, and now I'm an example of that. I will say when you check out the directionals below, they are incomplete. That's because I decided to skip the tedious steps of adding the fonts and such to the bottom.
To help paint the picture a bit more, I included my branding inspiration below as well.
Directional Drafts!
Branding Inspiration
Directional Draft A
With this board, I tried to lean heavy on bold blue colors. My previous branding included a cobalt blue (which I was sad to let go of). The illustration is a nod to my husband since he loves birds. The font choices are meant to be bubbly and inviting, and the submark resembles the trunk of a tree since the majority of my sessions are outdoor/natural light.
Directional Draft B
If you've seen my final branding, then you know that this primary logo ended up being the winner! I found inspo for this logo mark from the Camp Grounds logo in my pinterest board. We're all huge fans of a logo that feels connected, and this primary (and secondary) has that organic feel while also feeling crafty and welcoming.
Reds are super trendy at the moment, which is was sparked this warm color palette. This is a 180 from the blues in my first board.
Although I didn't fully build out my directional boards (including the fonts towards the end and filling it out), I did produce two different designs! After sharing some hard truths with myself, I decided to ditch the bold blue colors and lean more into the warm/neutrals. The final color palette is drastically different from the directional boards, but the final logos was a solid mix from both boards (leaning heavy on 2).
Final Brand Identity
Primary Logo
The primary logo in "Butter" which is the accent color!
Secondary Logo
The secondary is just a stripped down version of the primary logo. Here it is in color "Overcast", which is the only blue-ish tone included in the final colors. My final suite included the secondary logo with and without a border.
Stacked Logo
Stacked logo in color "Autumn". It's meant to resemble a banner!
Accent Logo
Stripped stacked logo in color "Ivory" and "Autumn"! The background has a woven texture.
Submark Logo
Submark logo in color "Boots". The final suite included this version, one with a solid background (similar to the accent logo), and without the surrounding oval.
Site Design
Now for the fun part - building a website! I wanted this site to scream "welcome home baby!" The final framework included a home page, session page, wedding page, blog, mini session page, and inquiry page. Previously, my site included a wedding page that encouraged clients to inquire to receive my full pricing guide. That investment guide was a hidden page included with my site. Once the inquiry was received, I would flip them that url for them to explore my wedding pricing. This time, my pricing is public! My wedding page and investment page are all-in-one.
Final Takeaways for Brand Identity and Site Design
This project was obviously a bit special for me. I started my photography business back in 2021 with my first logo designed in canva. I started to fall in love with the design power that comes with Illustrator, which resulted in my second logo. My third logo included just a few slight adjustments from my second logo.
My new branding finally feels true to who I am as a professional along with target my ideal clients. My biggest takeaway includes how proud I am to have pusehd through my full branding process (for the most part) to land on my final designs. The old me would have just settled with what I designed in my first directional board. Although those designs are fine, the final logo suite is perfection.
Current (well... not anymore) Logo:
New Logo:
Done being frustrated when it comes to curating your own brand identity? Outsourcing your logo designs might be the best thing to provide a new level of professionalism and personality to your business! Get out of your own way, and let us do all the heavy lifting!
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