One of my main roles at Cradlepoint when I arrived was to revamp the photography presence of the brand. I have a heavy focus in photography with a lot of my work, so the team was delighted to involve me in this, and it was a wonderful brand exploration from top to bottom. I analyzed where the existing photography could be improved, and created a strategy for evolving the presence, composition and tone of the photo styling throughout the website and print documents.

Below are some detailed pages from this brand guideline; I can’t share the full document, as it is an internal piece, created for designer and marketing team eyes — and I’d like to preserve Cradlepoint’s brand identity and structure. However, I feel that we created an elegant, clear and sophisticated document that can guide a new designer or be used as a reference for someone working on a project involving photography.