Zac Frackelton is an established photographer from London whose portfolio has successfully grown to encompass beauty and portraiture. Through his personal work Zac is able to pursue his other passions as a photographer, including cityscapes, landscapes and still life.

Zac commissioned us to develop a visual identity, website and blog that reflects the nature of his fashion-oriented work and provides a platform for his other projects. The result was a minimalistic identity centring on an adaptive logotype that could shorten and change orientation to suit its application.

On digital collateral, the logotype also offers a dual purpose, acting as a watermark and thereby protecting the images from unlawful use. Printed material by Avenue Litho.