Caroline Chen is a lifestyle photographer with a strong visual voice and a dry sense of humor. The identity centers on the phrase “Say Cheese,” using a graphic cheese wedge paired with a speech-bubble mark to create a literal, memorable visual pun.

I designed a flexible logo system that balances warmth with punch, supported by clean typography and a citrus-green palette. The system adapts easily across web, print, and watermarking—giving the brand a confident, professional presence that still feels personal and approachable.