Busy little photography studio Hard Image has been providing marketing support services to Real Estate industry for a number of years before they approached Flux, initially to create a new website. Upon review it was decided it would be wise to invest in a new brand identity and logo design before starting work on the website. One sunny autumn morning in Glenelg, husband and wife team Scott & Gabrielle Harding brief Flux in on their objectives. Despite most of their clients being in the Real Estate market, they wanted Hard Image to be known for the high quality photography work that Scott, a qualified and experienced photographer, produces.
The brief therefore included a focus on photography, as opposed to Real Estate marketing services, so that Hard Image could broaden its client base without changing core focus in future. The name of the business was also discussed and its meaning, ‘Strong images that cut through’ would also ultimately influence the new logotype.
Our research showed photographers across the globe are most likely to use black and white in their corporate identities. Locally not much is different, so we encouraged the team at Hard Image to use bold colour as a strong distinguishing attribute of their new identity. A plethora of camera icons also drove us to search for a different, less pictorial trademark.
Hard Image were only too happy to go along with all of our recommendations, which included a logotype enveloped in a picture frame. The frame has one corner cropped and is tilted to produce the illusion of a hard corner cutting through surface on which it lies. We couldn’t find another Adelaide photographer using purple in their identity system, so (after bravely dismissing several other very interesting colours) this became the colour selection that would help identify this small and innovative photography studio.