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03.22.13

Michael Barley Photography business cards

Identity, Business

Michael Barley is a well-known photographer in New Mexico with a solid base of agency and direct clients. When he decided to move to the Houston area, he was faced with having to develop a reputation from square one.

"The original assignment was to develop a self-promotional piece to help Michael get in the door of Houston agencies and design firms. But as agency creatives, we knew this would have limited impact, as we ourselves are often overwhelmed with photographer inquiries. It's a difficult category in which to stand out.

"Our solution was to make his corporate identity his promotional piece, so that at the smallest touch point, Michael could show his work without feeling like he had to go to great lengths to show his work. The concept was to make each business card act as a mini-sleeve for a portfolio sample. Each business card houses its own unique photograph, which creates a memorable connection with the receiver of the card.

"The texture and dimensionality of the work leaves a warm, tactile feeling, something hard to achieve with an email blast or postcard. It's an effective way to get work into a new prospect's hands—a solution that showcases Michael's fantastic and accessible photography without getting in the way of it."

3 Advertising, agency; Sam Maclay, creative director; Tim McGrath, designer; Michael Barley, photographer and client Studio on Fire, letterpress/printing

3advertising.commichaelbarleyphoto.com