When Carli, a photographer with a strong, classic style, came to me, she had little in terms of formal branding but a clear vision for her business. To develop a brand that felt authentically her, I used a questionnaire I designed to help her explore and define her visual identity. We took inspiration from Carli’s personal style—her clothing choices, interior design preferences, and the overall vibe she wanted to convey. I also had Carli create a Pinterest board filled with anything that caught her eye, whether related to photography or not. This process allowed me to distill her aesthetic into a cohesive brand that perfectly matched her personality and the direction she envisioned for her business. The result was a brand guide that included carefully selected fonts, colors, and a brand voice that felt both luxurious and approachable, just like Carli herself.

Carli’s photography tells beautiful, simple, and natural stories, and she needed a website that would reflect the same qualities. I designed her site to feel luxurious yet inviting, mirroring the experience of working with Carli—like having your sister take your photos. The design emphasizes ease of use and warmth, making visitors feel instantly comfortable and connected to her work. By keeping the layout clean and sophisticated, I ensured that her photographs remained the central focus, allowing their stories to shine through. The website design not only showcases her portfolio beautifully but also aligns with her brand’s approachable luxury, enhancing the overall client experience.

To support Carli’s growing business, I went beyond just design and focused on optimizing the functionality of her website. Understanding the importance of efficiency, especially as Carli juggles her photography business with being a mom, I streamlined her project management system to integrate directly with her website. Now, every inquiry received through her site is automatically added to her project management system, ensuring she never misses a lead. I further optimized the system by implementing automation that helps keep her business running smoothly, even when she’s focusing on her family. This integration saves her time and ensures that her clients receive a seamless and professional experience from start to finish.

"Ashtyn has been an absolute dream to work with, she is so knowledgeable and talented. She has gone above and beyond and has given me a final product that I am absolutely obsessed with. I will continue to work with her again and again!"

Carli Heninger

Founder of Carli Heninger Photography