The vision for Tru Studio’s brand is an artful elegance with a European influence. We wanted Tru Studio’s photography to be the stunner in all collateral which meant designing a visual identity that becomes a canvas for it. Compositions allow for plenty of negative space around the photos, allowing them to stand apart and become the focal point. Pairings of photos combine textural with lifestyle for an interesting juxtaposition. Soft type and small icons are adhered to an invisible grid, but spaced apart to keep the negative space open and airy.

Promotional mailers for photographers are a thing. It’s what makes the first impression with Creative Directors and art buyers, so they have to be interesting to get their attention. Each mailer we designed has something unique about them—either a folding technique or a cover that also serves as a seal so there’s no need for an envelope. Every detail is considered and designed—the paper thickness and opacity, how it opens, how it seals shut for the mail, how to accommodate a personal note, and even what color the staples should be. There’s a lot of communication between us, the printer and the post office to make sure our ideas are achievable and regulation-friendly.