WHITNER CARLIN | LETTERED WEST
Case Studies
Inspired by the disappearing beauty of the tangible, Whitner Carlin preserves the moments that matter most through her fine art letterpress design and print studio, Lettered West. The company invites and celebrates thoughtful, genuine communication with greeting cards, custom stationery and wedding suites. Her letterpress designs are simple, natural and exude luxury in the form of an old, lost art.
Lettered West needed more of a human touch, some life behind the studio and the designs. I worked to capture her studio in a way that exhibited human spirit in the details peppered throughout her one-woman space.
Lettered West needed more of a human touch, some life behind the studio and the designs. I worked to capture her studio in a way that exhibited human spirit in the details peppered throughout her one-woman space.
My unique challenge was to produce images that connect on a human level without actually portraying a human. My goals were to:
the solution
Convey life and vibrancy through subtle details
Depict the artist's style and personality without her appearance in the images
Suggest the intricacy of the letterpress process
Lettered West needed a human connection to attract and engage the ideal client.
outcomes
Here's what Whitner had to say:
“Ashton was the right choice for my brand because she helped refine my visual narrative. By capturing all of the detail shots of my workspace--hand-mixing inks, the tool wall, the furniture cabinet used to lock up the chase, the artistic & illustrative part of my design process--I now have content to authentically connect and engage with my audience. The art of letterpress is truly all in the details. Ashton seemed to know this instinctively and was able to capture the meaning of this slow & labor intensive process."
Here's what Whitner had to say:
“Ashton was the right choice for my brand because she helped refine my visual narrative. By capturing all of the detail shots of my workspace--hand-mixing inks, the tool wall, the furniture cabinet used to lock up the chase, the artistic & illustrative part of my design process--I now have content to authentically connect and engage with my audience. The art of letterpress is truly all in the details. Ashton seemed to know this instinctively and was able to capture the meaning of this slow & labor intensive process."
