Claret Alcalá Photography is the brainchild of Claret Alcalá, a talented commercial and advertising photographer based in Arkansas. Her mission is not only to capture stunning visuals but to foster meaningful connections with clients and collaborators while helping small businesses thrive in the process. The visual identity reflects this ethos. It's characterized by a clean and sophisticated aesthetic that mirrors the idea of a blank canvas waiting to transform her clients' businesses. The logo is minimalistic yet modern and friendly. The typeface has been customized to soften the overall appearance by exaggerating curves in the typography, making it feel more approachable. The use of lowercase letters further adds a touch of warmth and approachability while the accompanying serif font accentuates exclusivity and professionalism. Claret's initials parallel two ellipses that appear to dance together in the icon, emphasizing the brand's commitment to working closely with clients and collaborators to bring their visions to life.