Context
How do you create an identity that supports but doesn’t take centre stage? Marcus Peel is an award winning architecture and interiors photographer who goes beyond the ordinary to photograph the extraordinary.

Idea & difference
Our identity is deliberately understated so that the photography always remains the hero. Marcus’ photographic style is characterised by extreme clarity and an acute awareness of detail, and our identity aims to mirror these qualities. The business cards are inspired by the raw materials of his subject matter and extend the identity’s aesthetic minimalism, combining Real Grey Colorplan with grey foil. The responsive website maximises the visual impact of the photography while employing a reductive approach to the layout. It’s an appropriately weighted design approach that supports and complements, but never overshadows.