Keeping the logo design, I decided to create a different colour scheme and utilise colours inspired by Aimie's photography, rather than attempting to deviate against it. I found a lot of gold within her images of her travels and felt this was more fitting.
Something I wanted to experiment more with was line art. Aimie had originally wanted a mandala within her branding identity, and I decided to create such. Inspired by the geometrics and simplicity of the logo, I feel this has really worked nicely and flows well with the rest of the brand. Again, I used the idea of laser cutting the logo into the business card and creating something personal by giving each receiver of the touchpoint a keepsake, namely a film negative. This is a nod to her style and also means the receiver has something personalised and adaptable.
My last attempt at Aimie's branding identity didn't work as well as I had hoped. The purple mixed with the watercolour was soft but didn't really compliment her personality, nor her photography style. I definitely feel these amendments are much more fitting for the brand.
