Disciplines
Logo Design
Brochure Design
Ed Smith is a professional photographer whose work is rooted in place, atmosphere and patience. We’ve worked together since the late 2000s, gradually shaping and refining his identity across print and digital as his career progressed.
Ed’s identity needed to reflect the character of his photography without getting in the way of it. The logo icon takes its cue from the mountain forms that appear throughout his work, kept simple and restrained so the photography can do the talking.
Early in the project, I found myself thinking about my Dad’s old cameras and the monospaced lettering used on them. That became the starting point for the typography, and led me to using Magda. It gives the identity a bit of structure without making it feel too formal.
The printed look books were designed around the photography, with a real focus on sequencing and pace. Paper stock, layout and spacing were all considered carefully to give the images room to breathe and to show Ed’s knack for capturing the right moment.
The website has gone through several versions over the years, with each one designed to showcase Ed’s work clearly, while also improving how the site performs across different devices. Accessibility has been part of that process too, with the site designed to meet WCAG AA standards. It works as both a portfolio and a marketing tool, making it easy for people to browse the work and get a sense of what Ed does.
One of the most rewarding parts of Ed's projects has been the long-term collaboration. Working together over time builds trust, keeps things consistent and makes it much easier to move the work forward when something new is needed.
Disciplines
Logo Design
Brochure Design
Ed Smith is a professional photographer whose work is rooted in place, atmosphere and patience. We’ve worked together since the late 2000s, gradually shaping and refining his identity across print and digital as his career progressed.
Ed’s identity needed to reflect the character of his photography without getting in the way of it. The logo icon takes its cue from the mountain forms that appear throughout his work, kept simple and restrained so the photography can do the talking.
Early in the project, I found myself thinking about my Dad’s old cameras and the monospaced lettering used on them. That became the starting point for the typography, and led me to using Magda. It gives the identity a bit of structure without making it feel too formal.
The printed look books were designed around the photography, with a real focus on sequencing and pace. Paper stock, layout and spacing were all considered carefully to give the images room to breathe and to show Ed’s knack for capturing the right moment.
The website has gone through several versions over the years, with each one designed to showcase Ed’s work clearly, while also improving how the site performs across different devices. Accessibility has been part of that process too, with the site designed to meet WCAG AA standards. It works as both a portfolio and a marketing tool, making it easy for people to browse the work and get a sense of what Ed does.
One of the most rewarding parts of Ed's projects has been the long-term collaboration. Working together over time builds trust, keeps things consistent and makes it much easier to move the work forward when something new is needed.
