Identity and website for photographer, dancer, and creative director Andrew Mam. Primarily a portrait photographer with an urban stylistic touch from his California b-boy origins, Andrew’s identity system needed to compliment his focus on people and bring the same presence his palpable dance character expressed.
The logotype was designed to be an extension of Andrew’s core discipline, with the vertical lockup representing his focus on portrait photography. The “A” in logotype is replaced with a glyph which resembles an upside down “MO” in the Khmer alphabet, paying homage to his Cambodian heritage. The logotype is also capable of reducing down to the initials of Andrew’s name, making it versatile in multiple situations.