Cara Totman’s work has been catching my eye for years. Her photos have always stood out to me as having this magical atmosphere about them, capturing light and shadow in a way that elevates every one of her subjects and makes them sparkle. Whether it’s an engagement shoot, a wedding party, an intimate portrait, or a lush landscape, there’s this consistent mood in Cara’s photos that never fails to intrigue me.
So I was thrilled when she got in touch to work on some branding; designing for artists that inspire me is the very most satisfying!!! And, I was just so happy to finally meet Cara IRL! Turns out she is just as magical as her photos.
Cara wanted her logo and branding to embody a vintage, ethereal style, and wasn’t afraid to get a little quirky. She loves retro surf poster typography, and is very inspired by Oaxacan culture and art, where she recently spent time taking some seriously incredible film photos. My goal was to make sure we came up with something that complemented and spoke to the consistent style and atmosphere of Cara’s work.
Taking all that inspiration into account, we arrived at a logo that we both agreed was very her:
Cara is particularly good at capturing the female form, and it is a subject that speaks to many of the avenues she pursues with her business. I also think Cara is exceptionally good at inspiring a sort of radiant confidence in her subjects, no matter the context, and I wanted to convey that here. The woman in the logo is inspired by an actual photo by Cara, and when framed by stylize flora and vintage typography, the result is that retro, mystical, playful feeling we were going for.
The fun part was expanding this logo into its larger branding. Secondary logos and marks came naturally, a feminine and earthy palette was pulled from themes in her photography, and the brand pattern was actually the crowning piece, where a fleet of ladies joins our logo woman, to create several little repeat scenes. I’m a little obsessed.
This was a dream project for me, and I’m so excited to see it shine alongside Cara’s work as she begins her 2019 wedding season, holds super fun and empowering events like Celestial Sessions, and continues to flex her creative muscles in capturing the beauty of every day moments. Thanks Cara!