A retro brand identity for NYC’s boldest wedding photographers
About the project
Tyler Lyons, now a well-established wedding photographer in NYC, approached me to help shape the visual identity for his new business: Scratch Studios. With a name already in place, we co-developed the brand’s tagline—Memories made from scratch—and set out to create an identity that felt bold, nostalgic, and distinct.
Full brand identity for a solo creative entrepreneur
Emphasis on retro personality without feeling overly vintage
Applied across business cards, forms, contracts, and a custom Squarespace site
Design process
Tyler came to the table with three clear asks: a retro sensibility, a “made from scratch” aesthetic, and a color palette that stood out in a sea of beige-toned wedding brands.
We began with two type explorations—one for a custom script wordmark, and another for the supporting sans-serif. The final logo is anchored by a highly customized script font, inspired by 1950s Americana without feeling dated or kitschy. The supporting type keeps things clean and contemporary.
For color, we landed on a rich, saturated red—an intentional departure from the soft pastels common in the wedding industry. That bold hue became the backbone of the brand, tying together everything from website accents to printed stationery.
Once the identity was finalized, I extended it into collateral:
• Business cards
• Client intake forms and contracts
• A Squarespace website that paired the brand with Tyler’s striking photography
Outcomes & impact
The brand gave Tyler a confident, polished presence that still felt personal—and unlike anything else in the space. It aligned perfectly with his photography style: emotive, dramatic, and full of color.
Since launching, Scratch Studios has grown steadily. The identity continues to scale with the business—proof that thoughtful branding can make a solo creative feel like a full studio from day one.