Victor of Valencia

Client: Luke Gottlieb | Victor of Valencia
Services: Visual & Brand Identity, Lettering, Typography, Illustration
Website: Travis Bartlett

Creating an instantly iconic and sexy visual identity for one of Denver’s top lifestyle photographers.

Luke Gottlieb is an editorial, commercial and lifestyle photographer who works under the moniker, Victor of Valencia. Luke’s strives to create work that acts as a bridge, leading the viewer on a journey—taking a project or photograph from simply being viewed to being experienced. As an established photographer who tells moving and captivating stories in the form of cinematic and classically sexy visual narratives, we focused on creating a brand that feels timeless, simple and effective. Luke’s branding needed to be sexy and elegant enough to live alongside his compelling work; however, the brand simultaneously needed to be sleek and discreet enough as to not detract from the work itself.

All images © Victor of Valencia

Through our exploration, we strived to design a solution that was as subtly sleek and sexy as Luke’s work without overpowering the photos themselves. A master of color toning and composition, Luke has the ability to capture cinematic and sexy portraiture that feels instantly classic, and his branding needed to reflect that.

With a brand that lives heavily on the web, specifically, Instagram, we developed a few assets specifically for social media that enabled Luke to tease out his content, funneling his audience to the main feed for higher engagement.

In addition to an impactful digital presence, the brand needed to be able to stand alone and properly represent Luke’s iconic, cinematic work without overpowering the work itself.