Problem Statement:  Vokal Photography needed further development in brand essence (core identity) and emotional connection with its target market to push the experience with the brand beyond transactional based photography to a more relationship-based service.

Ideation/Research:  Vokal Photography interviewed high school students who fit the new target market, presented some quotes to them and asked them which ones resonated with them in terms of authenticity, loyalty and happiness.

The Process: Took the information learned in the interviews and moved forward with establishing a core brand identity for Vokal Photography around three pillars: "Genuine. Unique. Fun." and the quote "Beauty Begins the Moment You Decide to Be Yourself", which advocates for self-expression and empowerment.

Outcome: Helped feed into the goals of  Vokal Photography becoming an experience based brand for high school seniors.