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This is the story of one logo becoming another. One company becoming something new, bigger, and better. One wife joinging forces with one husband. This is the story of how Cheyenne Schultz Photography transitioned to become The Schultzes – arguably one of THE best wedding photographers in the state. In the region, even. Maybe ever.

We started this project by hosting a Brainstorming Party. As Cheyenne and Geoff prepared to become a husband-and-wife team within the photography business, they needed both a new name and new design direction. I proposed that we get some people together with good food and attack their brains. A combination of friends, colleagues and clients gathered around the dinner table and opened their minds to silly creative exercises, hard questions about the future of the business and prompts for their opinion on everything that would become The Schultzes.

After compiling all of our notes and thoughts from the party, we dived into round one of concept and design for the new brand. We drank coffee and talked about colors. We exchanged emails with links to visual inspiration. We researched who The Schultzes wanted to target, and how they wanted to represent themselves.

There were many rounds. Many sketches. Many different color selections. Probably over 100 initial ideas. All of which were necessary to come up with the final identity system you see here.

Once we had the final logo direction, it came time to apply it. Complete the correspondence package. The new blog. Website elements. And much more. Our first order of business was, well, the business cards. One of our goals was to be as intentional and careful with wording as we had been with every decision thus far. From what the new URL was (www.lovetheschultzes.com) to the individual titles (i.e. His/Her Other Half). And who could resist adding a little bit of photography to the back... Here is the end result:

From there we moved on to the thank you / correspondence card. Wanting something simple, yet brand-ful.

Lastly, the world wide web. Both the web site and the blog got a facelift, being sure to carry the brand through in every detail. In business today - especially the photography business - a blog showcases one's best and most recent work. The challenge comes in creating a brand that supports and compliments the photographs, but doesn't overshadow them. Once it went live, The Schultzes blog carried their brand and their work seamlessly.

To Cheyenne + Geoff -- thank you so much for the experience of working with you. And continuing to work with you. You are amazing people, and photographers. Congrats on the last year of changes in your business, and all the good ones yet to come. // If you haven't cheked out The Schultzes work, do so now.