A FRESH IDENTITY FOR M SQUARED
CLIENT: M SQUARED PHOTOGRAPHY
SCOPE OF WORK
LOGO REDESIGN
VISUAL IDENTITY DEVELOPMENT
Maggie M. Jennings is a portrait, family, and event photographer based in Spartanburg, South Carolina. Since launching her photography business in 2009, what began as a hobby quickly grew into a successful side hustle venture capturing families, celebrations, and personal milestones. Over the years, Maggie developed a loyal client base through her relaxed, efficient, and personable approach to photography. While her work and reputation had continued to grow, her brand identity had remained unchanged since the early days of the business, creating an opportunity to introduce a more polished and professional visual presence.
HERALDESS 2025 BRAND GIVEAWAY WINNER
BREAKING DOWN THE BRAND
THE VISION
To evolve Maggie’s brand beyond the original logo that had served the business for many years, but no longer reflected its personality. In a saturated photography market, a clear and intentional identity can help a small business stand out and build trust with potential clients. We worked with Maggie to create a refresh that felt modern and structured while keeping the warmth and approachability that has defined her work for over a decade.
LOGO DESIGN
The new identity introduces a mark built around a bold stacked layout. At the center of the design is a distinctive “M” featuring a subtle organic curve that adds personality while maintaining a clean professionalism. Supporting the wordmark is an M² icon with an aperture overlay—an understated reference to photography that reinforces Maggie’s craft without feeling overly literal. Together, the elements create a recognizable identity that feels confident, creative, and adaptable across future applications.
COLOR PALETTE
The color palette introduces a sense of energy yet has a professional tone. Robin’s egg blue brings brightness and approachability, while dark teal provides grounding and balance. A soft pastel mint adds a playful accent that feels especially suited to family and lifestyle photography. The combination creates a palette that is inviting for young families and clients while still communicating credibility and care.
TYPOGRAPHY
We wanted the type for this project to be meaningful and classy. A handwritten headline style introduces a personal, human touch, mirroring the candid and relaxed nature of Maggie’s photography. This expressive element is paired with clean, highly legible supporting type, ensuring the brand remains polished and easy to use across future marketing materials, including a potential website and promotional collateral.
