Not long ago, I was asked to work on an identity for my uncle's new business/hobby. He is a photographer with a focus on landscape and documentary. When we talked about his style and what he was expecting out of his brand; he communicated his desire to stir away from the typical camera, and played around with some symbolic references. I decided to use the "focus" graphics. Mainly because it can represent a must-have quality in prints, and also positive attribute in photographers. There is a big misconception about this career path. Some people think is about being lucky behind a camera; but the truth is that determination and hard work make real photography stand out from snapping photos. For the logotype we combined his name initials and a short tagline with a word play. I presented a couple of variations and he decided to use the hand drawn option to showcase personality and uniqueness.