Branding & Logo for Willa Westneat
2024, 3 Weeks
Challenge:
Willa, a photographer and videographer, needed a refreshed visual identity that genuinely reflected the artistry and emotion behind her work. The task was to craft a modern, minimalistic logo and a cohesive branding system that could seamlessly translate across both digital and print touchpoints — enhancing her professional presence while staying true to her creative voice and aesthetic sensibilities.
Deliverables:
Visual System: Logo/Icon & Logotype, Brand Colors, and Typography
Business System + Business Cards
Brand Guidelines
Website Refresh: Web Pages and Layout
Role:
As the sole designer on the project, I led the development of a distinctive yet timeless logo that captures Willa’s artistic vision while remaining highly adaptable across applications. I built a cohesive visual identity system featuring a refined color palette, intentional typography choices, and supporting brand elements — all designed to ensure consistency and impact across her website, social media presence, and print collateral.
Impact:
The final identity is a refined, versatile brand system that authentically reflects Willa’s artistic voice and sets her apart in a crowded creative field. The logo, with its mirrored W’s, has been praised for its conceptual depth and visual impact, resonating with Willa’s audience and clients alike. The cohesive branding has elevated her professional presence, providing her with a toolkit that seamlessly supports her work across digital platforms, social media, and print materials — all while staying true to the layered storytelling present in her photography.
Skills:
Branding, Brand Storytelling, & Messaging
Logo Design & Development
Brand Consistency across Platforms
Web Design
Tools:
Adobe Illustrator
Adobe Photoshop
BACkground:
Willa’s photographic style is deeply shaped by her exploration of “unconventional portraits” — often featuring multiple frames of the same subject to reveal layered expressions, emotions, and identities, particularly in her self-portrait work. Inspired by this multidimensional approach, I aimed to reflect that same depth in her visual identity. The final logo amplifies the dual ‘W’s in her name, designed to mirror and play off each other while maintaining subtle differences — a visual metaphor for the complexity and nuance captured in her art.
