Seccart's portfolio

Branding and physical portfolio for Spanish photographer Juan Martín.

In this project I designed the branding and visual style for Seccart, the brand of photographer and creative director Juan Martín. Also, I developed a physical portfolio that shows different sides of his work.

Client

Juan Martín is a Spanish photographer and creative director based in Spain. He explores diverse artistic fields such as fashion, costumbrist and landscape photography, as well as painting, audiovisual production and writing.

In addition to artistic endeavors, Juan Martín received his title in Psychology by UNIR.

He is a curious and versatile creative that carries out works that intermingle his personal yearn for expression, influences coming from his subjects in each project and aspects from psychology that he applies to enrich his concepts and artworks.

Branding

The brand design for Seccart is based in an element of analogue photography (something that was key in the professional an artistic development of Juan Martín): The uneven borders of negatives.

More specifically the inspiration came from the spikes generated in the corners of the frame due to the unevenness of the mask in his medium format camera.

The typeface Sabon LT Pro Roman was chosen for the logo, also using Source Sans Pro Light as a secondary typeface for the artist's website.

From these elements a logo and an alternative isotype were developed.

Design of the portfolio

The photographer wanted to include diverse works in his portfolio, separated in a way to differentiate various stances he takes as a photographer. In this case, he wanted to create three categories: fashion photography, travel photography and audiovisual projects. For each of them a different format was created: