Brand Identity and Editorial Photography for a Debut Bridal Collection

Demanuel is a bridal fashion brand based in Bilbao, in Spain’s Basque Country. When the designer behind it reached out (through a referral), he had a debut collection ready but no visual identity to launch it with. Four dresses, each one handcrafted. Zero brand presence.

The collection was called TUL TUL. “Tul” is Spanish for tulle, the fabric that runs through every piece in the line. The name was set. The designs were finished. What was missing: a brand that matched the ambition behind the work.

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The Numbers That Matter

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Works Well For: Is This Case Study Relevant to You?

This case study is most relevant if you:

• Are launching a new brand and need everything from visual identity to marketing assets
• Work in fashion, apparel, or luxury goods and need editorial-quality imagery
• Need both branding and photography and want them to work as a cohesive system
• Have the product but not the presentation to enter the market

Industry fit:

• Fashion designers and apparel brands
• Wedding and bridal businesses
• Luxury goods and lifestyle brands
• Any creative professional launching a first collection or product line

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The Starting Point: Product Without Presentation

This wasn’t a rebrand. There was no existing logo to improve or old identity to shed. Demanuel was entering the market for the first time.

The designer had the collection finished. Four distinct looks spanning lace, tulle, structured silver, and strapless silhouettes. The craftsmanship was there. But without a logo, without brand materials, without professional photography of the pieces, there was no way to present the work to boutiques, press, or brides.

He needed the full package: an identity that positioned Demanuel as a serious player in bridal fashion, and imagery that showed the collection at its best.

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The Approach: Two Phases, One Vision

The project happened in two phases. First, Demanuel came to me for the logo and brand identity. Later, when he was ready to shoot the collection, he came back for the editorial photography.

That return visit matters. It means the first phase delivered well enough that he trusted me with the second.

Phase 1: Brand Identity

He came with mood references and a clear sense of where he wanted the brand to sit. The direction was editorial elegance: clean, refined, nothing fussy.

I designed a wordmark using a classic serif typeface with geometric frame lines. “DEMANUEL” in spaced capitals, “TUL TUL” anchored below. No icons. No symbols. Just the name and a frame. The kind of logo that lets the fashion do the talking.

Beyond the logo, I delivered brand applications: business cards, clothing tags, and labels. Everything a fashion brand needs to show up professionally at markets, in boutiques, and on social media.

I also designed the lookbook layout, composing the editorial photography with the brand identity into presentation-ready materials.

The finished brand identity: serif wordmark with geometric frame, composing logo and photography into one presentation piece

Phase 2: Editorial Photography

For the TUL TUL shoot, I handled the full production. Model casting, hair and makeup artist booking, styling direction, set design, photography, and editing. The brief was simple: capture the four looks in a way that reads as fashion editorial, not catalog.

The shoot took place in a controlled studio environment. White walls, natural light, minimal set dressing. The focus stays on the garments and the models. No distractions.

The complete TUL TUL collection: four looks ranging from intricate lace to structured metallic draping

Each look got individual attention as well as group compositions. The goal was to give Demanuel a range of imagery: hero shots for Instagram, detail shots for his website, and editorial compositions for lookbooks and press kits.

Individual portrait: the details that set a handcrafted collection apart from off-the-rack

Soft editorial lighting that puts the craftsmanship front and center

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The Result: Market-Ready

When we finished, Demanuel had everything he needed to launch. A brand identity that positioned his collection at the level it deserved. Editorial photography that worked across every channel: website, Instagram, printed lookbooks, and press materials. And presentation pieces that tied both together.

This wasn’t about follower counts or ad campaigns. The goal was simpler and more fundamental: give a designer the tools to enter the market for the first time with a brand that reflected his ambitions. That’s what I delivered.

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Thinking About Launching a Brand?

If you have a collection, a product line, or a creative business that’s ready for the market but missing the visual identity and imagery, that’s exactly what I do.

What to think about before we talk:

• What’s your product or collection, and who’s it for?
• Do you have mood references or visual direction in mind?
• What assets do you need beyond the logo (tags, business cards, packaging, photography)?
• What’s your timeline to market?

I offer a free consultation. No pressure, no pitch. Just an honest conversation about what you need and whether I’m the right person to build it.

Some businesses aren’t ready for a full brand launch. They need something smaller first. I’ll tell you that honestly.

But if your product is ready and all that’s missing is the brand to match it, a conversation will clarify what building it would look like.