A rebellious entity with a thirst for exploring an authentic edge in photography, The Dandy Smiths embody a rock ‘n roll attitude. The brand revolves around finding the ‘truth’ in this constructed world –by being bold, staying classy and celebrating the glamorous, rough edges that make us human. It's more than a service for hire – it is a way of life, a revolution, a lifestyle choice.
Showing this personality through a new brand identity allows the youthful target audience to find a shared philosophy on life and beauty. As a result, this identity is loose, passion-fuelled, fleeting, fashionable. The marker-scrawled logo is organic, strong, contained but imperfect. The brand consists of dark, moody imagery, tough textures, hand-written scrawl and a balance between glamour and grunge.