Case Study: Punky Rebrand for an Alt Wedding Photographer
When Chloe initially came to me, she’d been photographing weddings for over a decade (!!) but the brand wrapped around her business wasn’t reflecting who she’d become. Her visuals were leaning “bright, cute, millennial whimsy”, while the real Chloe is an elder emo with a love for alt vibes, riot grrrl energy and untraditional celebrations.
She was already attracting lovely couples… but the kinds of weddings Chloe was shooting just weren’t scratching her itch for alternative celebrations. Her brand wasn’t aligned with the kind of work she wanted, and it wasn’t helping her carve out a name in the alternative wedding space. Chloe wanted to photograph the warehouses, the fields, the punky tattooed couples, the people who want photos filled with chaos, colour, and character.
Chloe knew she wanted to be the go-to photographer for couples who are a little different, the kind who say “f*** tradition” and want their day captured as it really feels, not as a curated Pinterest board. Her old branding was holding her back from that world. It was time to change that.
The goal was to rebuild Chloe’s brand into something louder, cooler, and unapologetically her
Her notes were full of alt scene references like riot grrrl collages, wiggly checkerboards, scrapbook textures, pins and stickers, tattoo-inspired motifs, all with a bright-but-edgy colour palette.
So, through my signature service The Rebrand Rodeo, I designed a brand that channels pure pop-punk energy: elder emo meets modern alternative wedding culture. Colourful but not cutesy. Bold but not gothic. Nostalgic with a fresh edge. A brand that finally matched the work she wanted to make and helped her stand out as an alt wedding specialist.
Chloe’s old website was cute, but it didn’t feel very… Chloe
Can you see why this wasn’t screaming out to the edgy, tattooed, alt aesthetic couples of Chloe’s dreams?
Just because a design is nice, doesn’t mean it’s right for you!
This moodboard proves it was never a phase!
How I rebranded Chloe’s Photography business with the rebrand rodeo
Day 1 – Brand Strategy + Building the Visual Direction
We kicked things off by unpacking everything Chloe loved and everything that was holding her back.
We explored her dream couples (creative, nerdy, tattooed, cinema-and-gig lovers) and intertwined those influences into a moodboard bursting with scrapbook textures, stickers, and riot-grrrl movement energy.
Chloe really wanted a brand that felt like ‘her’, so it was easy to get a feel for the kinds of styles that would work. Naturally, such a big shift in visual style felt like a risk for Chloe and she was nervous about it, but I knew she’d be disappointed in the results if we held back. With a little bit of encouragement, Chloe was ready to go all-in on the pop-punk brand of her dreams.
A sneak peek into the vision behind the rebrand.
Day 2 – Brand Identity Creation
From there, Chloe’s new brand came to life:
A punchy, alternative logo with plenty of different lockup options
Tattoo-inspired typography
Wiggly checkerboards, zine elements, and actual sticker graphics
A scrapbook-meets-pop-punk visual language
Colours that feel vibrant without slipping back into “cutesy wedding” territory
It instantly felt like Chloe 2.0, everything that she had been afraid to embody for fear of being ‘too much’. It was fun, bold, confident, recognisable, and most importantly, 100% signalled alternative for the alt-couple that she was trying to attract.
Sticker graphics, grungy textures and tattoo-inspired fonts are where this brand is AT
Day 3 – Squarespace Website Creation + Homepage Design
The website needed to do one thing: attract the right people and actively repel the wrong ones. Chloe didn’t want price shoppers. She didn’t want traditional manor-house weddings. She wanted the edgy couples with an interesting aesthetic to look at her site and instantly think: “Yep, this is our girl.”
So I built Chloe an online experience that hits you with a huge dose of alt personality the second you land. It’s elder emo, fun, alternative, scrapbook chaos in the best possible way. The homepage became a perfect blend of attitude and clarity, showcasing her work exactly how it deserves to be seen.
Day 4 – Final Website Pages + Handover
After finalising the rest of the pages, we refined the flow, stitched in her portfolio, and ensured the site was strategically built to:
Celebrate her unique style
Position her as a leader in the alt wedding niche
Help couples self-select before enquiring
Set her up to book more aligned 2026+ weddings
This Rebrand was a reclamation of identity. Chloe had been suppressing her alternative side for years because she thought it would put clients off. But the truth was the opposite: her dream clients were waiting for her to show up as herself.
Now?
Her brand feels like it was ripped straight out of a pop-punk scrapbook — colourful, chaotic, joyful, nostalgic, and totally her. Her website speaks directly to the couples she loves photographing. And she’s positioned to become one of the most recognisable alt wedding photographers in Essex and beyond.
“This is me now” energy, fully unlocked.
"Working with Naomi on my website and rebrand through The Rebrand Rodeo has been such an awesome experience from start to finish. As someone who hates endless emails and prefers face-to-face communication, the process was absolutely perfect for me.
Naomi was there every step of the way. Checking in, researching, asking for feedback, and turning around updates super quickly. She encouraged me to push myself creatively and somehow just got what was in my head from a few questions (there’s definitely some wizardry involved!).
She’s so warm, friendly and genuinely incredible at what she does. The whole process was an absolute joy and I honestly can’t wait to launch and probably sticker every lamp post with my new branding because I’m obsessed! Everyone who’s seen it has said it’s so me, and they’re totally right.
I would recommend her 1000x over to everybody I know!
Thank you so much, Naomi! 💜📸" - Chloe Lee
Are you ready for The Rebrand Rodeo?
At Howdy Naomi, I build bold, personality-drenched brands and websites for female founders who are ready to stop watering themselves down and start owning their space.
For Chloe, this was about stepping into her niche with confidence and creating a brand that finally matched the magic of her photography.
Now she’s attracting the cool, creative, slightly rebellious couples she’s always dreamed of working with.
If your brand feels like the old you and you’re ready to step into your next era, let’s make it happen.
