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A portrait is not made in the camera but on either side of it.

Focal Point is an annual photography conference curated with a rich social and educational schedule specifically for today’s modern photographer. It’s targeted toward new and emerging female photographers who want to improve their photography skills and elevate their business. This year’s conference, held in San Diego, California, needed an uplifting brand that conveyed the warm spirit and laid-back culture of southern California.

To create a fun and quirky brand, I combined the Gilroy typeface, a modern sans serif with a geometric touch with Unthrift, a hand-crafted script. The logo mixes the typefaces, along with the blue and pink from the soft color palette, and includes a creative ligature for lots of energy. I created simple, geometric shapes to use as graphic elements scattered throughout the conference brand. The amusing graphics create a pleasant and friendly environment where a modern photographer can create a new network of friends and learn to grow their business.

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