Kevin Weinstein Photography
Challenge: What first started out as a conversation about logo design through Facebook, turned into a greater discussion about brand and marketing with Kevin Weinstein, a wedding photojournalist based in Chicago, Illinois. In business for nearly 8 years and growing steadily, Kevin had a gut feeling he needed to rebrand and wasn’t quite sure how. His goals: to connect with the luxury bridal market, higher end clients; communicate more effectively his services and experience as a photojournalist; and grow, grow, grow.
Solution: I started my work with Kevin by evaluating his current marketing materials, website and logo design. I interviewed his goals, his taste, style and method for working. I discovered his identity, print collateral and website seemed targeted more for hard-hitting news than wedding photojournalism. His previous website used several dated metaphors and dark colors that most likely didn’t properly represent his brand or appeal his target audience. We came up with a plan for execution, process and worked together around his needs, schedule and budget. We called in marketing smart copywriter, Lindsay Berger and started with his identity. Soon after, we re-designed his website and finally designed all of his print marketing collateral into a cohesive brand presence — stylish, zesty and professional — that is very Kevin.
Results: Within 6 months after launch, kevinweinstein.com comes up #2 in google for his target keywords, “Wedding photojournalist Chicago, Il”. He continues to receive numerous compliments from wedding industry colleagues and clients alike. Clients love how “easy it is to use” and the “professional quality” of his marketing materials. During a business seminar at the 2010 WPPI trade conference in Las Vegas, Kevin’s marketing materials were held up as “successful examples that break the mold”.
Share Article 
