Steeped in the skateboard and punk scene of 80’s and 90’s, Aaron’s career started with a revelation: that he was better at capturing the moment than creating it. Realizing early that he’d never land an inverted heelflip, he started exploring photography by documenting his community.
His curiosity and the opportunity to uncover truths about his clients and subjects drive his photography and film. He has shot people like Romeo Dallaire, Henry Rollins, Elvis Costello and Cadence Weapon, and his work has appeared in publications like The Guardian, British Vogue and Observer Music Monthly.
We work with Aaron a lot, and when he came to us to talk about re-exploring his brand, he wanted to focus more on opportunities that allow for creative collaboration with the client, or to make the project more his own through strong artistic direction. He wants to be known for the way his work brings out the character and personality of the subject.
We designed a new identity and system that creates a collaboration between the foreground and the background, between the photographer and his subject. Our identity system is modular, and allows Aaron to use the elements of the identity to highlight truths in the work - just like he does every day for his clients and collaborators. His job isn’t to create the truth, but to bring it forward, and the identity we developed for him does the same.