MICHAEL WOOLLEY
Branding an individual talent

The art of photography celebrates individual achievement – Steichen and Doisneau to Mapplethorpe and beyond – yet photography as a business is mostly conducted through agents who represent multiple photographers. Agents talk about ‘the photographers on their books’ and the photographers find themselves presented as sub-brands of the agency.

International fashion photographer Michael Woolley wanted to build a stronger personal profile in the market. He recognised that, if he had his own brand, he could differentiate and disintermediate his message to customers. He commissioned us to develop a ‘personal brand’ that would communicate his distinctive way of seeing. Few photographers have their own logo, and Michael Woolley wanted to turn heads with something bold and unexpected.

We drew creative inspiration from Michael’s own nature-focused photography – featuring adventurous locations with spectacular colour and light – and the way this influences his professional work in fashion and advertising. We created the ‘MW’ brand mark, drawing on imagery from his own photography in Ladakh, and developed stationery and the website www.michaelwoolley.net

Michael Woolley comments on our work: “Clear, fresh and innovative design solutions and most importantly…molto simpatico.”