Jeffrey Morris Photography


PROJECT SCOPE  | Brand Discovery & Strategy | Tagline Development | Identity Suite Development | Collateral Design | Brand & Identity Guidelines

THE STORYFor Jeffrey Morris, there's a big difference between a good snapshot and a great photograph. While a snapshot can preserve a moment in time, a great photograph captures an expression that reveals an individual's spirit. For this accomplished D.C./LA-based photographer, a great photograph is extraordinary art that deserves to be displayed. It's Morris's commitment to creativity, individual expression, and exceptional service that allows him to capture the motion, and emotion, in a fleeting moment—the framework for the poignantly beautiful photographic art that Jeffrey Morris Photography delivers. In 2020, Morris found himself with the unique opportunity of time and used it to carefully assess his business model and evolving objectives. Essential changes were identified in order to achieve long-term business goals and successful brand adoption. Morris approached Lisa Gorham Creative for rebranding guidance and development, and a new visual identity that would put the Jeffrey Morris Photography brand into focus.

THE SOLUTIONFocusing on newly established business objectives and target clientele, we delved into brand discovery, strategy, and development. From this fundamental groundwork we carefully framed core messaging, brand positioning, experience, attributes, and a new tagline. We assembled these key directives and guidelines to form a new brand platform—a comprehensive guide that helps safeguard the brand's consistency and integrity, and is the driving force behind all touchpoint decision-making. With this foundation solidly in place we were ready to move into visual identity development. Morris's desire for a logo design that's both beautiful and discerning was not the only factor to consider. The visual identity needed to capture the newly established brand attributes while serving the art and expression of Morris's subject matter. The new responsive brand identity suite features a refined art deco wordmark that not only captures these characteristics, it also puts Morris's work 'on display.' The O/frame mark showcased within the logo allows Morris to display a multitude of photographic works-of-art throughout various print and digital marketing materials. This versatility puts a spotlight on Morris's artistry and the expressive nature of the brand, which in turn differentiates Jeffrey Morris Photography within the marketplace. Through a personal and creative approach, Jeffrey Morris captures the joy in a moment and delivers beautiful, cherished memories in the form of extraordinary photographic display art. More is captured with creativity. More is captured with expression. More is captured with passion. Simply put, MORRISCAPTURED with Jeffrey Morris Photography.

Having your business shuttered during the quarantine gives you a lot of time to think and reflect. I decided to rebrand Jeffrey Morris Photography, but when I brought on Lisa Gorham Creative, the project became much more than just that. Lisa guided me on a path of brand discovery and helped flesh out the values and goals that are truly important to me, as well as those that are not. This not only led to the beautiful new brand identity and collateral designs, but to a more refined, focused vision for the business.

JEFFREY MORRIS  |  JEFFREY MORRIS PHOTOGRAPHY PRINCIPAL