YOU’VE GOT A STORY TO TELL. WE’RE HERE TO HELP.
When Erin came to us, she had already built an impressive reputation, with a client list that ranged from major hotels and design studios to celebrated chefs and creative brands. Yet her digital home hadn’t kept pace with the evolution of her voice and vision. Our goal was to create a space expansive enough to hold her multifaceted work, without sacrificing her distinct warmth or a feeling of cohesion. This project wasn’t just about aesthetics - it was about clarity, positioning, and crafting a brand identity that felt as intentional and layered as her imagery. Together, we shaped a refined foundation for the next chapter of Erin’s career - one that feels both aspirational and deeply her own.
MARKS & BRAND ELEMENTS
Sunny, in a soulful, worldly sense of the word, Erin’s new identity is grounded in clarity and atmosphere. Her visual system balances the warm with the editorial and the refined with the familiar. Composed and elegant in a delightfully unexpected way, it is led by a staggered mark that is anything but off balance. In the spirit of early 20th century Art Nouveau, it glides in a refined rhythm, expressive but delicate. Alone, possessing a natural feeling of maturity and depth, the soft citrus canvas and transportive awning stripe invite the idea of joyful escapism to balance serious sophistication. Like a quiet but welcome breeze it is instantly recognizable as something steady, personal, and inviting.
This brand evolution extended across Erin’s entire digital presence, from a fully restructured portfolio experience to a new copy system that organizes her work by tone and story, not just service or subject. We reimagined her site architecture to allow seamless navigation across food, travel, interiors, hospitality, and weddings - each supported by custom gallery linking strategies, project-based storytelling, and subtle transitions that mirror the way her work moves between categories. Supporting this ranging, new presence, a carefully guided print process translated her new identity into tactile form through business cards, notecards, and stickers that reflect the texture and purpose of her brand.
Our Clients Say the Nicest Things
“For fifteen years, I piecemealed my brand together - DIY, one designer here, trade for design there, and fill in the gaps with Photoshop. I finally outgrew all these inconsistencies and was ready for someone to dig deep into the heart of my brand. Letter South was recommended to me by two very different trusted colleagues, and from our first phone call, I knew Janet was as excited about the project as I was. She truly listened to every word I said, every inspiration shot I shared, and as a result created something completely unique and completely me. As a photographer and a writer, it was important to me that my voice echoed through this new space. Collin was able to polish and zhush my words into prose, creating the most perfect tagline along the way. The home Letter South created for me is a space not only to share my portfolio, but to grow it. I couldn't be more grateful to Janet and Collin.”
– Erin McGinn
Supporting Ideas and Copy
To bring it all together, we crafted an entirely new brand voice - or rather, helped Erin uncover and articulate the one already present. A writer herself, she brought a rhythm to her correspondence that was poetic but not precious. Professional but never rigid. That tone became the foundation. We restructured the copy system from the ground up, with distinct messaging for each page - An evocative About section, a wedding narrative shaped by emotion rather than sales, and portfolio text that speaks with the same clarity and confidence as her imagery.
The resulting voice feels cinematic and grounded. Sunlit and thoughtful, with a quiet sense of direction. Less a departure, more a sharpening of what was already there.
