L-INES Rebrand & Marketing Collateral Design
L-INES Photo is a certified Minority and Women-owned Business Enterprise (M/WBE) architectural photography studio based in New York City. Founded and led by Ines Leong, the studio is rooted in a deep appreciation for storytelling, composition, and the built environment. With a small but experienced creative team, L-INES collaborates with architecture, design, and real estate brands to deliver impactful visuals and thoughtful strategy.
The rebrand began with an immersive discovery process, getting to know Ines not just as a photographer, but as a person. Her passion for cycling, urban exploration, and observing the rhythm, light, and design of cities especially New York, became a key inspiration for the brand direction. From the start, we made a conscious decision to avoid overused photography clichés like camera icons, shutters, or lenses. Instead, we focused on building a bold, confident identity rooted in her name: L for Leong, INES for Ines, highlighting the studio’s strong personal brand and creative point of view.
The result is a visual identity that stands out in the industry while remaining practical and easy to use across touch points. Since L-INES is a small business working with a lean budget and team, the system was designed to be clean, flexible, and efficient, striking a balance between visual impact and day-to-day usability.
The color palette captures the energy and vibe of city life. A bold, architectural Bright Blue anchors the brand, while a softer Backdrop Sky provides a calm and clean foundation. The secondary colors: Cine Flash, Cablight, and Concrete Mist, to bring warmth, brightness, and personality, reflecting the dynamic rhythm of urban living.
For typography, I chose Brookline as the primary typeface because its bold, modern style perfectly matches the brand’s confident and design-focused spirit. Gotham Book serves as the secondary typeface, offering a clean, readable complement that works well for body text and detailed communications.
The logo subtly nods to the photographer herself: L for her last name Leong and INES for her first name. It strikes a balance between a personal signature and professional confidence. Since clients often connect with the photographer’s unique eye and reputation, using her name right in the logo helps build authenticity and makes the brand instantly recognizable. It creates trust, leaves a lasting impression, and honors the creative force behind the work.
Logo and Color Palette Development
Besides creating the brand identity, I took care of everything else the studio needed to look and feel professional, from a clear, easy-to-follow brand guideline to a sleek website and digital portfolio that really lets Ines’s work shine. I also handled all the practical stuff like designing quote and invoice templates, a presentation deck for client meetings, and swag that the team actually uses on on-site photoshots, think t-shirts, hoodies, and water bottles.
For special events like open studios, I put together some fun branded goodies to help spread the word and make the studio memorable. And because social media doesn’t run itself, I’m still designing content, managing posts, and crafting email campaigns that keep clients engaged without filling up anyone’s inbox.
This rebrand really captures what L-INES Photo is all about: thoughtful, confident, and curious, with a clean look that’s easy to use day to day. It’s flexible enough to grow with the studio but simple enough to keep things running smoothly even on a small team with a busy schedule.
From Brand to Everyday: The Whole Package
