James Porto: Brand Identity

Challenges Once considered a progressive digital photographer specializing in surrealistic photo illustrations, James Porto, needed to reconnect with the new generation of art directors who were jaded by the abundance of Photoshop technicians. The challenge was to reposition his brand identity and reestablish him as a visionary artist, and not just as a hired techinical hand. Strategy MSLK began with a strategic marketing plan targeting the photographer’s ideal clients. From there, we sought to develop a simple, yet bold graphic system that emphasized a brand rather than the individual photographer. Design MSLK sought to design a modern and sophisticated logotype that would allow the photographer’s imagery to be the star of the show. We did this by emphasizing the double “O’s” of the photographer’s last name – resembling a camera lens – and employing a reduced palette of black and white. Success Within a week of launching the new brand identity, the photographer was presented with increased opportunities and signed on to a major advertising account. Perhaps James himself said it best, “MSLK’s designs have made the difference in closing deals. This new positioning has pinpointed me to how my work is most effective from a sales/marketing perspective and how I can build on those strengths to manifest real results in the form of new clients and great assignments.”