as wedding photographers continue to expand
their brands, focusing on key marketing
elements—including names, logos and
websites—are becoming more important than
ever. jos studios tells us how they do it.
as told to jacqueline tobin
When Portland-Oregon-based photographer Jos Smith started shooting weddings in 2004, he knew he wanted something simple, unique and memorable for his brand name.
“JOS studios’, was derived from my own name,” he says. “Capitalizing
JOS also added another visual shout-out. I wanted the name to convey
something more than just a one-man show. I wanted it to imply a team
As JOS studios grew, he and his wife, Tree WoodSmith (they
combined their last names, Smith and Wood, when they married),
started receiving many inquiries from businesses to have them shoot
their creative brand imagery with an artistic and authentic feeling,
similar to their wedding photojournalism. As their commercial
portfolio grew, they knew they had to separate their brand names.
“Wedding clients don’t mind seeing business branding images,
but businesses generally don’t like seeing wedding images,” Jos
explains. Since Tree was an intricate part of the business, and also a
photographer, they both wanted to name their commercial brand
with something that was equally memorable and connected to their
personal touch and authentic feeling. After much discussion, the help
of some very savvy consultants in the industry, and the branding and
marketing firm Watson Creative in Portland, Oregon, they decided on
a fusion of their last names, Wood and Smith.
“It was the perfect fit because it already looked and sounded like
a brand,” Jos says. “It also sounded both creative and professional.”
Tree knew they wanted JOS studios to remain bright, organic and
emotionally inviting for their wedding clients. With the commercial
WOOD & SMITH site, he wanted the brand to be more direct and
savvy to convey professionalism for products and services. As we
are on the cusp of lots of change, having two distinct brand names
and websites tailored to specific markets will help us grow in the