Photographer Joanna Lindén-Montes: re-designing the graphic material with a strategic marketing approach
The aim of this final thesis work is to create a renewal and a strategic target group adaptation of the photographer Joanna Lindén-Montes’ content marketing and Wordpress website. How might a company increase its visibility on the web and reach specific target audiences?
In my dissertation, I have performed a commissioned work in the form of a graphic profile with a focus on the web. The work includes planning the marketing strategy and designing a graphic profile. I have chosen to delve into topics such as web typography, content marketing, search engine optimization and responsive web design. With the help of that, I have learned more about visual marketing and the methods needed to reach the right target group.
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Creative Direction
Graphic Design
Website
Visual Marketing
Title: Photographer Joanna Lindén-Montes: re-designing the graphic material with a strategic marketing approach
Degree program and location: Novia University of Applied Sciences, institutionen för konst och kultur, Jakobstad
Specialization: Graphic Design
Supervisors: Anna Wallendahl, Mikael Paananen, Linda Huldén, Jonas Rak, Nicklas Nystén
Thanks to this final thesis I have had the opportunity to immerse myself in subjects such as web typography and legibility on screen. I still decided to use a bit of creative freedom and chose a script-typeface for some headlines on the site where the brush strokes are visible.
The texts I received were well-written and due to the fact that my sister also works as a communicator, and it was interesting for me to gain some insight into her writing process.
We chose the color palette together from a moodboard.
The idea is that the colors can vary according to season. The analog photos shown here were taken by Joanna in Oporto, from one of her adventures in Portugal. I used the magnolia tree as an inspiration for my illustrations.
A consistent visual identity across social media platforms strengthens the brand. The material I’ve created follows the graphic profile.
The design is still flexible and the client has in this case a possibility to modify it according to her needs. The social media set was created in Adobe Photoshop.
The photographer wanted a clearer call to action.
We added a “Book a Session”-page where an info-pdf can be downloaded. A new and fresh profile picture was added too.
The booking page can now be reached easily from the menu. The site had good SEO ranking on Google for the search words “fotograf Helsingfors”.
The corporate logotype is an important part of a visual identity. In Joanna’s case, she missed her first name in the logotype for a more personal touch, and it will also be easier for her customers to refer back to her if it is used.
I started from an already existing logotype. It didn’t work so well with the forename, so I changed the typefaces to Gautreaux and Montserrat — the symmetric sans serif balances out the script typeface.
Reflections
I learned a lot from this collaborative project. Planning and making the layout for the final publication was also an interesting challenge that turned out well despite a short amount of time.
I have only met my collaborator once in person during this time period. Our meetings have gone through WhatsApp messages and video calls, and file delivery through Dropbox.
Interestingly, the photographer told me that she felt very inspired during the process, like as if she was working with a visual coach. It gave her a boost to think about her business in the process. She said the project underlined her expertise and style, as well as what she wants to convey through her photos, which has helped her in her daily work.