GREG SORENSEN

CHALLENGE

It’s difficult to differentiate between fashion photographers. Portfolios and sites are indistinguishable. Long time fashion photographer Greg Sorenson has been pushing brands into new territories with his point of view and trained eye. Greg needed an updated look and ownable brand. It needed to elevate and respect his work, not overpower it.

APPROACH

We created a restrained and flexible system that references the f-stop marker on camera lens. The lines in the mark are set exponentially creating the illusion of a cylinder. The black and white palette shows off the photography in a confident and clean way. While the overall look may feel stark and minimal the grid system is extremely complex. The mark is the foundation for each layout establishing a unique and ownable look that ultimately frames Greg’s photography. 

OUTCOME

Greg’s new identity pulls you in with the magnetic motion of the f-stop. We’ve provided him with a backend system where he can organize and tag all past and current work, so his website management is simple and streamlined. His work is elevated and his identity it memorable.

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