Photography | web design | Web Copy | photography

When Studio Lee first launched, founder Erica Lee had a strong vision and deep creative intuition. But as business picked up, so did the pressure to present a more refined, intentional brand.

“I felt really good with where it started but I quickly grew anxious about broader brand perception as I started to really take on work. I was concerned I was 'too close' to my brand and really wanted that outside perspective.”

Erica knew what the brand should look and feel like, but needed expert support to translate that internal clarity into a bold, cohesive presence—something that reflected both heart and high-end execution.

The Solution: Strategy-Driven Design with Personality at the Core

City & Sea Creative stepped in to guide the full brand transformation—from strategy through photography and website design and website copywriting. Our goal was to elevate Studio Lee's identity while keeping it rooted in authenticity.

Photography became a cornerstone of the transformation. That’s why we partnered with Kelly Giordano of The Corporate Edit to elevate Erica’s brand presence.

“As a designer, photography is HUGE… It’s your storefront, a peek into what the results look like. For me, that was a massive need that I didn’t want to compromise on.”

From art direction to messaging (with our copywriting partner Ben Laun), to the user experience, we built a brand that conveyed the founder’s unique blend of creativity, capability, and care. The final result was elevated and cohesive—with enough room for evolution and growth.

“Shannon and Kelly really captured me and that’s so important in building 'people'-centered design… I wanted my brand to feel high-end, but approachable. And I wanted my earthy, crunchy roots to come through—and it truly does.”

The Results: Confidence, Connection, and Conversations That Convert

The transformation wasn’t just visual—it was deeply empowering.

“I think I said this to the team once I got my photos back, but they truly made me feel legit… It gave me the confidence to tackle big projects, go after bigger and better clients, and not shy away.”

The new brand brought clarity and credibility, helping Studio Lee stand out in a saturated market while staying true to its values. The cohesive online presence sparked new conversations, stronger engagement, and genuine growth.

“Everyone tells me they love my brand and style and how cohesive it is—even through my vibe and work… It’s helped me grow my audience and gain traction across my digital footprint.”

The rebrand became the foundation for Studio Lee’s next chapter.

“City & Sea Creative and Kelly Giordano Photography truly captured the essence of my visual identity to give me the foundation and confidence I needed to grow into who I want Studio Lee to become.”