Tom Thornton Photography

Strategy & Branding

Tom Thornton is a wedding and elopement photographer based in St. Paul, Minnesota, who specializes in authentic imagery for deeply connected, adventurous souls. He focuses on the beauty in the mundane and captures meaningful images by tearing the fluff away. Tom documents the intimate moments that will matter most years from now. Because of the deep intentionality of his own work, it was important his branding reflected his works emotive nature.

About the project

The new Tom Thornton Photography brand has a diverse range of marks to be used throughout his various touch points. Our goal was to develop a creative, bold, and inviting brand. To bring that to life, we used a unique serif in all lowercase letters and an unexpected pop of neon to grab attention. The primary mark is lowercase to ensure approachability with the overall bold and unique brand. Although the primary logo is minimal, the numerous secondary marks provide many more opportunities for emotional connection with the audience. 

Tom captures the perfectly imperfect in high work, so I wanted to add some raw elements to the brand. The grain like texture and loose silhouette like lines achieve this desired affect. 

The final result is a brand that speaks to who he is, the work he captures, and stands apart amongst his competitors.