MKDS recently worked with Joanie of Lux Fiat Photography to build a Catholic photography brand and semi-custom website that feels like a letter to her couples.
When Joanie came to the MKDS team, she knew she wanted her brand to reflect the heart behind her work. She wanted potential clients to understand what she does, who she is, and—most importantly—why she does it. Her faith is central to the way she serves couples, but she wanted that passion to come through in a way that felt personal and relatable.
So we started there.
Finding the Heart Behind the Brand
Joanie’s purpose is to honor and glorify God by serving couples entering the covenant of marriage. She creates beautiful work that inspires future generations and, in her words, “do my part in building the kingdom of God by building up the saints.”
Rather than treating her faith as another piece of her messaging, we made it part of the foundation of her brand.
The MKDS team also paid close attention to how Joanie naturally communicates. She told us she loves writing letters to her friends and family, which gave us an important viewpoint. Joanie’s brand shouldn’t sound like a polished sales pitch. It should feel like a personal invitation into her world.
The copy became warm, relational, and conversational—while still clearly communicating her expertise and passion for her work.
Creating a Brand That Feels Like Her
From there, we translated that strategy into a cohesive visual identity and semi-custom Showit website. You can see this same approach in our work with Fidelitas, where Megan wanted her brand and website to reflect both her photography and her faith.
Moody colors, vintage-inspired typography, layered details, and custom calla lily illustrations came together to create a brand that feels romantic, timeless, and distinctly Lux Fiat.
But the goal was never to simply make things pretty.
Every visual and written element was designed to work together to communicate the same story: a photographer deeply rooted in her faith, passionate about her craft, and genuinely invested in the couples she serves.
The result is a brand that gives Joanie a clearer way to communicate what was already at the heart of her business—and invites the right couples to connect with it.
Pretty brands, hallelujah. But meaningful brands? That’s what we’re after!
Catholic Photography Brand & Semi-Custom Website
Ready for a cohesive brand and website that reflects the heart of your business? Connect with MKDS
