Brand strategy, visual identity, website and printed mailers.


Laura Knox had established herself as one of the leading drinks photographers in the industry. But now she wanted to attract bigger clients and more exciting advertising work. So we worked with her to define her primary target audience: Art Directors at creative agencies. If we could engage them, they’d advocate her work to their clients, opening up a host of potential new brands and opportunities.

An identity for those in the know

Laura has a reputation for exquisite use of light in her work. So we got technical. Looking into the way light passes through a camera, we discovered that the cross section of a single lens reflex mechanism creates an abstracted L and K. The resulting monogram offers a visual reward for those whose technical knowledge allows them to ‘get’ the reference. It also formed the basis for the wordmark, where the letterforms were crafted alongside the angles of the K.

From digital to physical

Laura’s website was designed to make it as easy as possible for creatives to browse her work, and to grab images for their mood boards. And printed mailers allowed her to create a bespoke set of images, tailored specifically to key industry influencers.

“I’ve been truly blown away by the visual identity the guys at Ragged Edge created for me. They took the time to really listen and understand what I wanted to achieve, and I was overwhelmed by the result. It’s such a clever and simple brand. I absolutely love it!”


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