Heidi Garcia Photography

Heidi Garcia is a bicoastal wedding, family, and personal branding photographer based in LA. Heidi’s brand incorporates soft, neutral tones, elevated typography, and minimalist design. Since Heidi works in multiple photography niches, we aimed to develop a brand that felt unique and intimate, yet would appeal to a broad market.


Business card design
Website design + development


The project started off with a discovery call and brand questionnaire that allowed me to really get to know Heidi and what she envisioned for her brand. I then created a mood board and neutral color palette, which Heidi immediately resonated with. For the mood board, I chose imagery that evoked the bicoastal aspect of Heidi’s work, which is a unique differentiating factor for her brand.

Next, I moved into the logo design process. I presented four initial concepts, which incorporated either a script or elegant sans-serif typeface and a hand drawn plant element that symbolizes Heidi’s natural approach to photography–Heidi advocates for minimal retouching and prefers not to alter her photos with filters. 

Once we selected the primary logo design, I proceeded to create two alternate versions of it for various applications. I then selected two typefaces that complemented the brand and then tied all the elements together in a custom brand style sheet.

Finally, I went to work on Heidi’s new WordPress website. Heidi provided all the content herself, and I created custom layouts for each page using the Divi theme. The end result is a beautiful, clean, and inviting website that displays everything potential clients need to know about Heidi’s services in order to make an informed decision on whether to contact her for their project.

Mood board

Initial logo concepts

Primary logo


Business card design for Heidi Garcia


This project was completed in July 2019, and Heidi has since made many website edits and additions. If you’re in need of a talented, friendly photographer, I highly recommend you get in touch with Heidi!

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