Shush Images identity design by Everything. Auckland, New Zealand.
Shush Images identity design by Everything. Auckland, New Zealand.
Shush Images identity design by Everything. Auckland, New Zealand.

Shush Images. Naming, brand development and website design.


When Photographer Sandii McDonald wanted to repackage her services in order to create a more tangible set of products, she decided to offer a bespoke photo library service. She would need a name that would help communicate the nature of her services and a brand identity that would capture the attention of her client base in the creative sector.

The name 'Shush Images' was created to work as a mental trigger for the library service that Sandii was proposing. The next step was to develop a brand property around the simple idea that if 'a picture talks louder than words', how much louder would a whole library be??? That lead to the strapline 'Louder than words' which established a tension between the brand name and its strapline — quiet and loud. The brand then basically followed this thread and designed itself — soft type, puffed up with thick, rubbery inks on loud florescent backgrounds. The brand is applied to business stationery, presentation tools, promo items and a website.
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