The Present Perfect —
Brand Identity Design
CREDITS —
Client: Studio Present Perfect
Art Direction: Vina Rostomyan
Graphic Design: Vina Rostomyan
The Present Perfect is a fine art photojournalism studio that captures both the milestone moments and the quiet in-betweens—the official story and everything that happens around it. Their work blends documentary honesty with fine art sensibility, creating imagery that feels both immediate and timeless.
The studio needed an identity that could hold the emotional range of their work: joyful and anticipatory, elegant without feeling distant. Their clients turn to them during some of life's most meaningful moments—weddings, births, family gatherings—so the brand needed to convey both visual sophistication and warmth.
The studio needed an identity that could hold the emotional range of their work: joyful and anticipatory, elegant without feeling distant. Their clients turn to them during some of life's most meaningful moments—weddings, births, family gatherings—so the brand needed to convey both visual sophistication and warmth.
I created a typographic mark that feels refined and enduring, designed to sit quietly alongside their photography rather than compete with it. The letterforms are classical but not rigid, creating a sense of timelessness that mirrors the documentary nature of their work. The identity system is intentionally restrained—flexible across print, digital, and album design while consistently letting the photography remain the emotional center.
