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 practice has grown.
The identity needed to reflect the character of Ed’s photography without competing with it. The logo icon takes inspiration from the mountainous forms that often appear in his work. It’s deliberately simple and restrained, allowing the imagery to take centre stage.
I was always drawn to my dad’s old cameras and the monospaced lettering on them. It was this memory that made me choose Magda for the logo’s typeface, which introduces structure in a way that’s understated.
Printed look books were designed to focus on sequencing and pacing rather than graphic decoration. Paper stock, layout and spacing were carefully considered so the photography could breathe. Supporting materials follow the same approach: consistent, understated and practical.
The website has evolved through several iterations over the years. Each version has focused on clarity, responsiveness and accessibility, meeting WCAG AA standards. It works as both a portfolio and a marketing tool, making the work easy to explore on any device.
What made the project particularly rewarding is the long-term collaboration behind it. In my experience, that kind of partnership builds trust, maintains consistency and makes it easier to move things forward over time. The identity still feels relevant today because it was built on solid fundamentals rather than trends.
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 practice has grown.
The identity needed to reflect the character of Ed’s photography without competing with it. The logo icon takes inspiration from the mountainous forms that often appear in his work. It’s deliberately simple and restrained, allowing the imagery to take centre stage.
I was always drawn to my dad’s old cameras and the monospaced lettering on them. It was this memory that made me choose Magda for the logo’s typeface, which introduces structure in a way that’s understated.
Printed look books were designed to focus on sequencing and pacing rather than graphic decoration. Paper stock, layout and spacing were carefully considered so the photography could breathe. Supporting materials follow the same approach: consistent, understated and practical.
The website has evolved through several iterations over the years. Each version has focused on clarity, responsiveness and accessibility, meeting WCAG AA standards. It works as both a portfolio and a marketing tool, making the work easy to explore on any device.
What made the project particularly rewarding is the long-term collaboration behind it. In my experience, that kind of partnership builds trust, maintains consistency and makes it easier to move things forward over time. The identity still feels relevant today because it was built on solid fundamentals rather than trends.
