This is a rundown on the brand and web design I created for Chantel Zettel of Zettel Photo, and one of my favorite recent projects that I can’t stop posting about! an Ontario-based adventure elopement photographer.
Some background
Chantel Zettel is a photographer based in Ontario, but she travels all over the world for her clients’ adventurous elopements. She specializes in creating a seamless and stress-free experience for every couple with various resources like her custom location guides and expert advice. In addition to photography, she also specializes in education for photographers through mentorships, digital products, and courses on posing, editing, and more.
The goal
The main goal of this brand and web design project was to niche Chantel’s business down. She began as a generalized photographer and niched into being an elopement and micro-wedding specialist. We narrowed her focus and messaging to speak to her target client. The target client is nature loving, adrenaline seeking, adventurous couples looking for emotive, genuine and earthy photos that make them feel something. We did this through creating website copy that is creative, eye-catching and laser-focused on what the target client wants.
I also spent a lot of time focused on creating a unique visual language for Chantel, because her primary pain point is standing out in the photography industry. By nailing down what makes Zettel Photo different from competitors, I was able to translate that into visuals that speak to her strengths.
Zettel Photo’s previous brand and web design looked like a typical photographer, using boho neutral colors and a basic Showit website template. Her new brand and web design are completely custom, and the vibe is moody, earthy, artful, and luxe without being stuffy.
Chantel’s brand and web design mood board:
Here are some of the keywords that I honed in on during the strategy portion of developing Chantel’s brand:
ELEGANT
MOODY
LUXURY
EDITORIAL
NATURE-INSPIRED
UNIQUE
INTENTIONAL
GENUINE
EARTHY
EXPENSIVE
Branding
First, we developed Chantel’s branding. We focused on text based logo designs that feel clean, luxury, and editorial. I had fun pairing an elegant script with a signature serif font. After trying 10+ different script fonts I got the perfect Z for Zette. Then, I manipulated the typography for a totally custom look.
In addition, I included some earthy illustrations that Chantel uses throughout her digital products and graphics. These are a great accent to showcase her adventurous side, but simple enough to not distract from her compelling copy and stunning photos.
The color palette is inspired by Chantel’s moody, earthy editing style. Her photography features hazy blue skies, deep green trees, and intentional neutral tones. I made sure to include lots of texture to emulate the grainy film-inspired style of photography that she does.
Website
Chantel’s website was already built on Showit, but it was created using a template that wasn’t doing her any favors. While a website template can be a great starter option, they can be limiting, and Chantel’s goal was to stand out in her industry.
Side note: A lot of my clients also don’t realize that buying a template doesn’t make the web design process THAT much easier if you still don’t know how to fill in or use the template correctly. That’s where I step in with four years of Showit web design expertise to make something completely custom!
If you want some ideas for customizing your Showit website in a unique way, click here!
Because I had a lot of creative freedom with Chantel’s web design, I utilized some atypical layouts and design elements. As a result, her website is completely unique and and an engaging, interactive experience.
Take a peek at the live website by clicking here!
In summary
I’m so proud of how this brand and web design project turned out! I love that I was able to combine Chantel’s adventurous and nature-loving side with a unique and elegant design, creating something entirely her own.
