William Geddes


  • 360° branding
  • Brand audit
  • Competitive analysis
  • Positioning statement & tagline
  • Logo design
  • Advertising
  • Identity system
  • Print promotion
  • Website design & programming

Style + Substance help brand a photographer with Life + Style

Photographer William Geddes loves to shoot people and architectural interiors. In an effort to merge those passions, we helped him establish a brand which focuses on Life + Style. By capturing people along with their environment, William is able to tell a much deeper story of the individual and his or her point-of-view.

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Photographer William Geddes needed a strong, memorable brand message to differentiate himself in the competitive lifestyle photography market. The brand's major touchpoints would be a new website, blog, direct mail, emailer, and portfolio book.


MSLK developed a strategic marketing campaign, targeting William Geddes's ideal clients. While most designers would focus on the name behind the lens, we chose to make his body of work the focus of the brand. William most commonly divides his work into two categories: people and portraits (life) and interior and still life (style). The division and overlap of these categories became the foundation for the Life + Style messaging.


We chose to use a plus sign as a bold graphic and informational element throughout the system. While the photography remains the star of the show, the graphics provide color and context to enhance viewers' understanding of his work.


The comprehensive brand repositioning reinvigorated buzz around the photographer. Perhaps William said it best himself, "I was looking for a way to bridge the gap in my two main sources of work: people and portraits with still life. MSLK's design solutions, materials, and marketing support allowed me to effectively target to these two very different audiences with one clear message"