Mike Kelley is a Los Angeles based photographer specializing in photography for architecture and interior. The visual identity is conceptualized around the Fibonacci sequence / golden section, relevant for both architecture and photography. With a bold, yet minimalistic & direct approach, the identity can clearly highlight and display Mike Kelley's stunning photography. Photographs courtesy of Mike Kelley.
"Effective visual communication is not an accidental occurrence, but the result of serious intention on the part the designer to balance all aspects of the design. This is achieved through careful application of proportion based on certain guiding principles long in existence: the golden ratio, or divine proportion, and the Fibonacci sequence."
From Visual Harmony: Proportion in Graphic Design, Featured 2016