Proud to Present: a stunningly beautiful brand identity for Paul Fuller
Paul Fuller is our kinds of people. Ridiculously talented, yet modest to a fault, he’s humble, down to earth and quietly brilliant. He’s just finished his eighth season as a wedding photographer, and things are going really well - he’s booking exactly as many weddings as he’d like and couples adore his work. The problem was that he had that horrid nagging feeling that he wasn’t showing his business off in the best light, meaning that not every couple which came his way were entirely the right fit - and he was right. As is so often the case when we’re not entirely sure of ourselves, his beautiful work displayed on his website was being drowned in waffly narrative that was trying that bit too hard to be persuasive whilst casually missing the point about what it is that makes Paul so great. And isn’t that always the challenge? Most of us really struggle to identify what it is that makes our business special, much less articulate it. And that’s where we step in…
As we do whenever we work with a creative business, we began with an objective assessment of Paul’s portfolio. His signature style was immediately evident - he has this incredible way of capturing the people in front of his camera in a way which is at once modern and nostalgic. He has a very unique style that’s stunningly beautiful; soft, evocative and almost dream-like. Yet these images were being lost amongst the confetti shots and daft reportage photos, resulting in a confused message. Paul confessed that he felt he ought to be taking the photos of silly expressions on the dance floor because that’s what everyone else in the industry likes to capture - and therein lies the problem. If couples want big expressions and humour in the way that their wedding is captured, there are plenty of photographers who’ll do exactly that. It’s not Paul’s job to please everyone with his portfolio - in fact, even trying to do so is setting yourself an impossible task. Much better to identify your signature style and really own it.
Paul’s brilliance is in the marriage of his incredibly beautiful creative style and laidback, relaxed and grounded personality. His natural empathy has a way of helping couples to relax and engage in the process, enabling him to create the images that he does so beautifully. Paul takes stunningly beautiful photographs that embrace natural light and echo the depth of emotions before him, helping people to see what the other means to them, and capturing the intimacy of a moment. Images by Paul Fuller have an intangible alchemy to them; they’re both modern and nostalgic at the same time. And whilst they possess a sense of cinematic drama, so too are they quietly honest. Never contrived or forced in any way, there’s a modesty to Pauls’ images which makes them incredibly relatable.
‘I capture the highlights, and let the rest fade to the background…’
Paul’s images are timeless; they show the couple on their best day and capture the moment when it was just the two of them, just married. A timeless and tangible reminder of who they were and how they felt on that day, before time swept them along and life moved into its next season.
With his thoughtful and artistic use of light, he’s able to take an ordinary moment – a simple touch, the closeness of a hug or gentle laughter between a couple and elevate it to something extraordinarily beautiful.
Colour psychology season personality
The seasons which best represent Paul Fuller are Autumn and Summer. Autumn personalities are warm, welcoming and hard working. They love originality, honesty and anything unusual – they prefer to do things their own way rather than following convention. Family is important to the Autumnal personality and they place huge importance on the relationships with those around them. Happiest outdoors, Autumn personalities have a strong affinity with nature and embrace the art of slow living. Substance is important to them, as is integrity – image must always reflect reality.
Summer personalities are intuitive, observant and creative. The calmest and most reserved of all the seasons, Summer personalities are more introverted than they are extroverted, and are happiest when they are in the background. They never miss a thing; exceptionally perceptive, they pick up on all the little things that can make a big difference. They’re relaxed, too – happy to go with the flow and let things happen at their own pace. Summer personalities are creative souls, but unlike their louder counterparts, are less inclined to make a lot of noise about what they’re up to.
Ohhhhhh my. I have SO MUCH love for this brand! There’s definitely a gentle sense of magic and nostalgia to it; the muted colours, understated typography and gorgeous design influences create a beautifully warm and inviting mood that’s quietly confident but not in the least bit flashy.
As we always do when working on brands for fellow creatives, we’ve woven Paul’s images into the brand to provide context and ensure that everything we’ve created supports Pauls’ own creative style. And don’t his images look at home here? The tones, the softness and intimacy of the images, the beautiful natural light… they flow seamlessly into the overall feel of the brand which is just perfect.
I’m particularly in love with the infinity knot - a beautiful metaphor for getting married, with a nod to the nautical (one of Paul’s favourite places to be is on the coast in Whitstable), and the strapline - ‘a thousand words’, which really does sum up what Paul’s images manage to convey. Just gorgeous.