Case Study: A Photography Brand & Website Design Project Project for Sam Smutz Photo
Client: West Michigan Based Photographer, Sam Smutz.
Specializations: Wedding Photography.
Desired Brand Positioning: Personalized, Joyful, Approachable, + High-Quality.
The Background:
Connecting with Sam was one of those happy coincidences. She found us on Instagram after we launched a project for a photographer—who, as it turned out, was a mutual friend (shoutout to Gabriel Cynthia Photography!). I was immediately drawn to Sam’s organic and heartfelt photography style, and she connected with our design work just as quickly. When a client and I instantly vibe with each other’s styles, I know it’s going to be a great collaboration.
Sam was at the perfect stage in her business for a project like this. With over three years of experience, a trusted reputation in her community, and a distinct artistic eye, her photography was already something special. Our job wasn’t to reinvent her — it was to craft a visual identity and website that truly reflected her. From the logo to the online experience, we wanted her audience to immediately see her expertise, creativity, and authentic personality.
And with that mission in mind, we got to work…
The Brand:
Sam’s photography is all about people, moments, and quality. What makes her approach so special is her unwavering focus on her clients’ comfort and vision. She’s not just capturing images for the sake of her own content. She’s a true pro at documenting real, raw moments without turning them into productions. Whether it’s joy, tears, or laughter, her work is rooted in genuine emotion.
Sam’s approach to photography became the foundation of her brand. We set out to create visuals that felt as approachable, high-quality, and meaningful as her photos.
Our goal was for her brand to feel just as authentic as she is.
To bring that to life, we chose earthy tones for a natural, timeless feel. The typography was a balance of simplicity and style, with an accent script that felt personal—almost like a handwritten note. Every element came together seamlessly, creating something that felt undeniably Sam.
The Website:
With Sam’s brand as a strong foundation, we designed a website that was exactly what she needed—intentional, beautiful, and highly functional. This project is a perfect example of how a site doesn’t have to be large to make an impact. Sam Smutz Photo’s website is just four pages, but each one is carefully crafted with purpose. When it comes to web design, quality always outweighs quantity. A streamlined site not only feels more polished but also makes navigation effortless for visitors.
Every element of Sam’s site was designed to reflect her photography style—genuine, warm, and timeless. One of my favorite details is the subtle paper-textured backgrounds, which add an organic, tactile feel that a flat color just wouldn’t achieve. It’s a small touch, but one that makes the entire site feel more inviting and personal—just like Sam’s work.
What Sam Had To Say:
“I will not be able to thank the team at Ivory & Green Creative House enough for all of their creativity and stunning hard work that brought my hopes and ideas to life. It was lovely partnering with you on a project that means so much to me, thank you thank you thank you.”
To See Sam Smutz Photography’s brand in action – pop on over to her website!
