Elyse Potter Photography

a brand with as much flash as her photos

about the client

Elyse Potter is a Sydney-based fashion photographer working across campaign, e-commerce, social, and creative direction. Her images sit between commercial clarity and editorial energy — made for brands that need to sell but still want personality, movement, colour, and confidence.

the challenge

Elyse didn't need a generic camera-icon logo or a clean minimal wordmark. Her work already had a loud personality — retro-pop, fashion-forward, playful — so the identity had to match her taste without making the business feel less professional. It needed to land on Instagram, hold up on proposals and client touchpoints, and stretch across e-commerce, campaigns, social, creative direction, and video.

our solution

We built the identity around a retro-pop photography language — bold, soft-edged, and full of flash. A characterful serif wordmark carries a fashion sensibility, with a star inside the 'O' standing in for a camera flare; the EP monogram extends it into a compact badge for profiles, watermarks, and stickers. The palette borrows from lens flare and digital light — vivid pink, soft violet, red, cream, black, and cool blue gradients — and a serif-plus-sans type system keeps it both expressive and usable across cards, letterheads, patterns, and social.

Elyse Potter's typography system — Noto Serif, Addington and PP Telegraph shown as primary, secondary and accent type

Three colourways of the Elyse Potter EP monogram badge — on pink, cream and steel blue — across a soft pink-to-blue gradient

Elyse Potter Photography print pieces scattered on a red diagonal, each carrying the EP monogram pattern

the pop behind the lens

An Elyse Potter fashion frame — a model in red swimwear on a petal-strewn pillow, dreamy and editorial

An Elyse Potter editorial — a model in angel wings and red platform heels against a cloud backdrop

An Elyse Potter lifestyle-fashion frame — a model in pink and silver at a summer beach kiosk

a brand as expressive as the work

The system moves Elyse from a service-led photographer presence to an ownable, personality-led brand. The flare-led monogram, gradient palette, retro-pop wordmark, and branded collateral feel aligned with the fashion, e-commerce, and social-first work she makes — bold enough to stand out in a feed, polished enough for commercial clients. The result reads memorable and cohesive across every digital and client-facing touchpoint.