A New Look

I’ve had my LLC for eight years now, and in that time, I’ve gone through countless branding iterations, never settling on anything I loved. Despite my background in design and art direction, it was always an afterthought for my own business, and frankly, logo design was never my forte, anyway. Now that I’m more settled and have a clearer direction for Amy Roth Photo, I decided to treat myself to all new branding design!

Over the years, I’ve collected branding ideas and designers who specialize in it, so I had a great file to go through, but ultimately settled on someone new I found on Instagram. Sanj of Tangerine Lab is a talented illustrator and designer who makes it her mission to work with women, to help them level up and put on a fresh face for the business world. She sells confidence, as she puts it, and I was charmed.

And she was a dream to work with! I’m a control freak when it comes to photography, but I knew if this was going to work, I’d need to hand over the reins to Sanj. After a thorough introductory process which involved a questionnaire and Zoom call, she got to work on my style boards. And I’ll be honest — I had to sit with her designs for a while at first because I’ve always considered myself a sans serif girl, but she came to me with a first draft that was all elegant serifs and luxe colors that I’d never once imagined for myself. But separating myself from my business and reviewing the answers I gave to her on-boarding questions, I could see how this might be a great fit — branding that would make a bold statement without shouting, distinguish me from my competition, and allow for future growth.

I’ve wanted a submark with just my initials for years, but never could quite make it work, but Sanj? She hit it out of the park on her first try. And that RO? <chef’s kiss> She developed a beautiful font strategy for me as well. There isn’t a LOT of opportunity to display new branding on my website, just because it’s a collection of galleries, but my marketing materials are so happy about the facelift! And so am I.

If you’re looking for a branding redo, you should consider Sanj for your project. She does it all — logo design, color and font choices, marketing materials, web design — and is so joyful about her work. I wish I’d had half the sense of purpose and clarity she does when I was her age. It’s amazing to see this generation of women setting the world on fire, and I’m so happy I got to be a small part of that with this redesign.