Gerardo Rodriguez

Gerardo is a Destination Wedding Photographer based in Riviera Maya, Mexico. His work lies in wedding journalism rooted in authenticity. Portraying your love story with a unique storytelling approach—creating artful imagery that feels as real & emotional as the moment itself. Gathering memories & dreams to blend them into heirloom photography.

The goal of the rebrand was to move from a generic, typographic logo—with an overall minimalist and editorial style—to a complete brand universe that is sophisticated yet artistic, thoughtful, and warm. The wordmark was designed using a serif typeface, but with straighter lines in the serifs for greater symmetry. Similarly, each letter has been completely modified, with very subtle details, but the curves are more restrained to create a better balance between straight lines and curves. The line of the letter E is completely straight so that it visually emphasizes both letters, helping to balance out the weight of the curves in the many rounded letters. The letters “RA” are modified so that the downward stroke of the “A” tucks into the letter “R,” making a subtle warm nod to convey the concept of closeness and good communication. It also gives the design an elegant yet friendly, approachable, and creative/unique look and feel.

The emblem, used as a secondary logo, features the uppercase letter G in one of the script typefaces we use throughout the brand identity, creating a more human, intimate, and warm feel. The original letter does not have the arms that we see here; this is an excerpt from the letter “R” in this same font, linking his first and last name. Instead of using that initial, I repeated the “G” to create an effect of duality and harmony. The intention behind having the upward stroke of the letter G reach the letter R is to convey the idea of holding hands—both his and his clients, and the clients themselves as a couple—walking together and supporting one another on the adventure they are about to embark on + the new chapter they are beginning.

“Heirloom Photography rooted in memories and artistry.”