Esther Zheng captures unposed, unfiltered, and unforgettable moments, blending timeless storytelling with modern creative direction.
As a street photographer and visual storyteller, Esther’s brand celebrates her unique ability to bridge nostalgic film aesthetics with contemporary design sensibilities. With a passion for nostalgic film aesthetics and an eye for cultural depth, her work bridges emotional storytelling and timeless artistry. She thrives on celebrating authenticity and connection, creating visuals that tell a brand's true story and captures their authentic essence.
CHECK HER OUT
Launched:
January 2025
Deliverables
✔ Brand Strategy
✔ Expressive Visual Identity
✔ Icon Suite
The challenge for this project was to design a cohesive brand that seamlessly blended Esther's multiple passions as a photographer with a love for graphic design and brand identity. As a multipassionate creative, she needed a brand that celebrated her expertise in photography while leaving space for potential growth into broader creative pursuits.
The brand needed to balance nostalgic film aesthetics with modern minimalism, capturing both her unique artistic voice and her desire to connect with culturally diverse audiences.
The key was to create a brand that felt authentic, timeless, and versatile—representing her creative lens while positioning her as a standout, multi-dimensional creative.
BRAND CHALLENGES
★ To build a steady stream of income through her photography and creative direction services
★ To achieve recognition from peers and industry leaders by showcasing her work through exhibitions, collaborations, and projects that highlight her unique lens and storytelling approach
★ To expand into brand partnerships and creative collaborations for storytelling-focused
projects
BRAND GOALS
The exaggerated curves in the “R”, “H”, and “G” introduces a playful and nostalgic element, reminiscent of mid-century or vintage typography often used in signage or posters
The intentional manipulation of the letterforms introduces a specialised quality, which mirrors her versatile and tailored approach to visual storytelling
Modern geometric sans serif font for a contemporary minimalist look
"E"
"Z"
Hit your brand 'sweet spot' like a Mariah Carey high note
FREE KWIZZZ
Hit your brand 'sweet spot' like a Mariah Carey high note
Find your brand 'sweet spot' - the intersection of your multiple passions, unique skills, and audience needs - so you can start answering those "why you" questions with undeniable confidence.
Being multipassionate is an asset, not a drawback - time to act like it!
