Brand Identity Kit — 2026
Dominique Murray
Photography
Pittsburgh, PA · Cleveland, OH · + Beyond
"Imagine loving every photo of yourself…"
I make magic with every photoshoot 🪄
01 — Brand Promise
The Experience We Create
"Every client walks away feeling seen, celebrated, and genuinely loving every photo of themselves."
The Dominique Murray Photography Promise
02 — Brand Story & Magic
Where the Magic Comes From
"I make reality feel like magic."
Before earning a Fine Arts degree in Photography from Robert Morris University, Dominique worked for the Walt Disney World Company — where she learned firsthand what it means to create a truly unforgettable guest experience. Every detail. Every moment. Every person made to feel like they matter.
That same standard lives in every photoshoot. Disney taught her that magic isn't accidental — it's designed, intentional, and deeply personal. That philosophy is the foundation of every client experience at Dominique Murray Photography.
Her work has been featured in national and international publications — including issue covers — and she has worked alongside Project Runway and international designers. The result is world-class imagery delivered with warmth, joy, and a whole lot of magic.
The Magic Thread
"I make magic with every photoshoot" is a core brand theme that lives everywhere — in copy, in captions, in the client experience itself. It's both literal and metaphorical: real craft and real transformation.
How Magic Shows Up
Magic in Copy — Examples
"There's a moment in every session where something shifts — and suddenly she sees herself the way everyone else always has. That's the magic."
"Hair done ✓ Outfit on ✓ Confidence unlocked ✓ The magic is happening."
03 — Color Palette
Brand Colors
04 — Photography Style Guide
What Our Images Look Like
Our photography style is the visual extension of our brand promise. Every image should feel consistent — like it could only come from Dominique Murray Photography. Use this guide when editing, creating content, or briefing anyone who works with our visuals.
✓ Our Style Is
Colors look real, not oversaturated or artificially altered. Skin tones are accurate and natural.
Vibrant and alive. Colors pop with intention — wardrobe, backdrop, and setting all contribute to a rich, joyful palette.
Uncluttered compositions. The subject is always the hero. Backgrounds support, never compete.
Well-lit, airy, and uplifting. Natural light or studio light that flatters and energizes.
Images that look just as stunning in 10 years. Not trend-chasing. Classic, elevated, and enduring.
Every subject looks powerful, seen, and radiant. Posing and direction always serve the client's best angles.
✕ Our Style Is Never
No heavily shadowed, desaturated, or cinematic-dark edits. We are bright and warm, always.
No trendy Instagram presets, faded film looks, or color grading that distorts skin tones.
No rigid, uncomfortable, or unnatural poses. Every image should feel like the person, not a mannequin.
No chasing viral aesthetics that will feel dated. Our images outlast trends.
No distracting backgrounds, overstuffed props, or competing elements that pull focus from the subject.
Every image should feel distinctly DMP. If it could belong to any photographer, it's not on-brand.
Editing Aesthetic
Bright highlights, lifted shadows, accurate skin tones, vibrant but not oversaturated color. Clean, consistent across all genres.
Lighting Standard
Flattering, even, and uplifting. Studio or natural light that illuminates — never harsh, never flat, never muddy.
The One Rule
Every client must love every photo of themselves. If they wouldn't love it, it doesn't leave the studio.
05 — Visual Brand Do's & Don'ts
On-Brand vs. Off-Brand
For anyone creating content or visuals for DMP — use this as your reference guide before publishing anything under the Dominique Murray Photography name.
✓ On-Brand Visuals
Warm, bright imagery
Coral, blush, white, and cream tones. Airy studio or golden-hour natural light.
Navy as a power accent
Deep navy grounds luxury design elements — headlines, overlays, backgrounds, and CTA buttons.
Clean white space
Let images breathe. Generous margins and padding. Luxury is never crowded.
Confident, radiant subjects
Images where the person looks powerful, joyful, or deeply at ease — never awkward or uncertain.
Rose gold & metallic accents
Used sparingly as a luxury finish on print materials, overlays, and design details.
✕ Off-Brand Visuals
Dark, moody, or desaturated imagery
Heavy shadows, faded tones, or low-key lighting. This is not our aesthetic — ever.
Neon, trendy, or clashing colors
Colors outside the brand palette in graphics, overlays, or design. Stick to the approved palette.
Cluttered or busy layouts
Too many fonts, elements, or colors on a single graphic. Less is always more.
Stock photography
Never use stock images to represent our work. Only Dominique Murray Photography images.
Unapproved fonts
Only Sloop Script, Migra, and Freight Sans. No substitutions without Dominique's approval.
06 — Typography
Brand Fonts
07 — Voice & Tone
How We Sound
We are the cool, talented friend who happens to be an expert. Our content should make people feel excited and ready to book — not just informed. Warm. Playful. Punchy. Luxury without being stiff.
Tone in Practice
❌ Don't Say
"Book now for our affordable headshot special — great deal!"
✓ Say This Instead
"Your headshot is your first impression — let's make it iconic."
08 — Differentiators
What Makes Us Unforgettable
09 — Pricing Language
Talking About Investment
Sessions Start At
$1,290
Every client's investment is personalized. Clients may invest from the session fee to $10,000+ depending on their selections.
Always frame as an investment in themselves — never a cost, never a deal.
Every Session Includes
10 — Services
Session Types
11 — Ideal Clients
Who We Serve
Upper-middle to upper-class clientele across Pittsburgh and Cleveland. Our best clients come from referrals (34.3%) and repeat bookings (28.3%) — which means every client experience is a marketing opportunity.
12 — The Team
The People Behind the Magic
Dominique Murray
Lead Photographer & Owner
Emma Ribblett
Graphic Designer & Studio Manager
Cianna Aguglia
Studio Assistant
Denzel Washington
Cinematographer
Danielle Mock
Hair & Makeup Artist
Shane Religa
Hair & Makeup Artist
Jenna Degol
Hair & Makeup Artist
Bri (Mattise) Shaffer
Hair & Makeup Artist
Natalya Helany
Second Shooter
Brandon Reed
Second Shooter
13 — The Client Journey
How the Magic Happens
Every client moves through the same intentional experience arc — from first contact to final delivery. This is the DMP experience flow. Every team member should know and protect every step.
You Envision It
Client shares their vision, goals, and what they're looking for. Discovery call or inquiry.
We Plan It
Pre-shoot brainstorm session. Looks, outfits, props, backdrops, and goals all mapped out together.
I Create It
Shoot day. Hair & makeup, guided posing, full team support. The magic happens here.
You Love It
Same-day reveal & ordering appointment. Client selects images, orders prints and digitals.
The Golden Rule of Every Step
Every touchpoint — from the first DM to the final delivery — should feel like a luxury, intentional, world-class experience. If it doesn't, we redesign it.
14 — Social Media Guidelines
Showing Up Online
Social media currently drives 4% of bookings — but it builds brand awareness, reinforces credibility, and keeps DMP top-of-mind for referrals and repeats. Consistency is the goal for 2026.
Primary Platform
3 posts/week — Sunday (educational/insight), Tuesday (comedic Reel), Thursday (portfolio). Stories for real-time promos and BTS. Interest graph, not follower graph.
Tone: Punchy · Warm · Visual
Authority Building
Personal branding, corporate, and business content. Dominique as an expert and thought leader. Speaking opportunities, milestones, and business insights live here.
Tone: Confident · Professional · Real
Community & Referrals
Repurposed content from Instagram. Good for reaching existing client networks, business groups, and Powerplay connections. Referral-focused messaging.
Tone: Warm · Community · Inviting
✓ Caption Rules
✕ Never Post
15 — Booking CTA Language
How We Ask for the Booking
Every call-to-action should feel like an invitation, not a push. Use approved language consistently across all platforms, emails, and website pages.
✓ Approved CTAs
Schedule Your Session
Primary CTA — website, email, social
Book a Free Discovery Call
For warm leads — website About page
Make It Your Reality
Homepage hero CTA — aspirational tone
Swipe Up to Book / Link in Bio
Instagram Stories and social posts
Secure Your Spot
Urgency-based — marathons, limited availability promos
✕ Never Use
Buy Now
Too transactional — we sell experiences, not products
Get a Deal / Save Now
Discount language is never on-brand
Click Here
Generic and lazy — always use intentional language
Book a Cheap Session
Cheap, affordable, discount — never.
16 — Second Business
Splatter Me Crazy
Dominique also owns and operates Splatter Me Crazy — a separate creative business. While it operates independently from Dominique Murray Photography, it shares Dominique's core values of creativity, fun, and unforgettable experiences.
When referencing both businesses in any context, always keep the brands clearly distinct. Dominique Murray Photography is the luxury photography studio. Splatter Me Crazy is its own brand identity.
splattermecrazy.com
Splatter Me Crazy
Sister Business
Keep brands distinct in all marketing, content, and communications.
17 — Email Standards
How We Communicate via Email
Every email sent under the DMP brand should feel personal, warm, and consistent. Emails are written in first person as Dominique — not from the studio name.
Standard Email Signature
Have a magical day!
— Dominique
dominiquemurrayphotography.com
booking@dominiquemurrayphotography.com
Signature Rules
Email Voice Rules
Subject Line Tone
Subject lines should feel punchy, personal, and hook-driven — like a text from a friend, not a mass blast.
18 — Blog Guidelines
Behind The Lens
Our blog lives at "Behind The Lens" and serves a dual purpose: SEO-driven organic search visibility across Pittsburgh-area neighborhoods, and authority-building content that reinforces the DMP brand experience.
Format Rules
SEO Strategy
Content Cadence
The Golden Rule of Blog Content
Every blog post should do at least one of three things: rank on Google, build authority, or make someone feel ready to book. If it doesn't do any of those — we don't publish it.
19 — Contact & Inquiry Standards
How We Handle Inquiries
Inquiry handling is part of the brand experience. How someone is responded to before they book sets the tone for everything that follows. These standards are non-negotiable.
✓ Inquiry Standards
✕ Never Do
Primary Contact
booking@dominiquemurrayphotography.com
Website
dominiquemurrayphotography.com
Booking CTA
"Schedule Your Session" — always the primary ask