Karen Michelle
project overview
Karen came to me with a growing business, strong portfolio, and a signature style that was heartfelt and nostalgic. But her brand was basic. The visual identity she was working with didn’t reflect the emotional weight of her work—or the kind of client experience she was known for delivering. She wanted to build a brand and website that didn’t just look professional, but that actually felt like her: warm, intuitive, and rooted in real connection.
We partnered on full brand strategy, identity design, and a custom website experience. Our work began with uncovering what sets Karen apart in a saturated wedding photography space: her ability to hold space. She’s not just a documentarian—she’s a calming, confident presence who knows how to guide her clients through big, emotional moments while still making space for joy, nuance, and imperfection. Her brand needed to reflect that duality—both grounded and tender, artful and approachable. Karen said it best: "Love should feel like a summer day." And from there, the brand vision was born.
Visually, we leaned into golden hour tones and quiet editorial touches to evoke the feeling of a slow summer dinner: intentional, luminous, and lingering. The typography is elegant without feeling buttoned-up. A custom marigold mark nods to her Latin heritage, storytelling roots, and the fleeting beauty of celebration. Paired with a delicate brand pattern and editorial styling throughout, the full identity mirrors Karen’s gift for telling layered, emotional stories through a single frame.
Her new website extends that experience—inviting, thoughtful, and intuitive from the first scroll. It's an online space that not only showcases her work, but gives potential clients a clear sense of how it feels to be seen through her lens.
Karen now has a brand that holds the full spectrum of what she offers—beauty, ease, trust, and transformation. She’s showing up with more clarity, more confidence, and attracting the kind of people who deeply value what she brings to the table.
services
Brand Strategy
Positioning
Messaging
Tagline
Brand Design
Merch Design Concepts
Website Design & Development
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client feedback
"I started with a basic Squarespace site and thought it was fine—but it never really felt like me. I had no clue how to talk about myself in a way that felt both true and strategic (honestly, it made me cringe every time I tried), and branding felt like this vague thing I knew I needed but didn’t know how to do. Cassie changed that. From the first call, it was obvious she’d done her homework—on me, not just my business—and it made me feel like I could finally let someone else help carry the vision. She asked smart, thoughtful questions that got right to the heart of things, and then took on the heavy lifting. All I had to do was talk, and she actually listened.
Now I have a brand and website that feel like a reflection of who I really am—and I’m weirdly emotional about fonts? Updating my pricing guide made me giddy, and when I showed the site to a friend, her first words were, “This is so YOU.” That was the goal all along. And now when I sit down to write a caption or plan a new offer, I don’t spiral—I pull up the brand guide and feel grounded again. It’s honestly kind of healing to have this much clarity."
