Specs

Identity design + custom lettering

 

The Problem

Fletch Photography needed to refresh their brand to present a more polished, professional image to their high-end clientele.

 

The Solution

Fletch Photography's images are vibrant, playful and capture the intimacy and warmth of interpersonal connections. They wanted their work to resurrect the vibe of Mid-Century Hawai'i—that nostalgic, adventurous, day-tripper, camper van, surfing 'til sunset vibe that we still associate with the islands today. As artists, this husband and wife team wanted a collection of eclectic elements to play with and arrange on their various collateral materials. These little morsels keep their brand fresh and show their playful side while still maintaining their uniquely identifiable image.

 

I was inspired by the many vintage, handpainted signs around the Big Island, and the uplifting energy in each of their photos. This sense of movement and nostalgia was translated into the rising "Fp" script and the "FLETCH" that were hand drawn before being tailored to a carefully unfettered precision on the computer.

 

The Result

Since their rebranding, Fletch has been awarded The Knot's 2014 Pick for Best of Weddings and Wedding Wire's 2014 Couples' Choice award. They were also published in a variety of periodicals, including the Wall Street Journal, Aloha Magazine, Hawai'i Hospitality Magazine, Alaskan Airlines Magazine, Hawai'i Business Magazine, and others.