Rebrand: StudioThirteen

by Josh Miles

“We want people to know us as the best photography studio in town. We also want to build on the equity of being in business since 1964.”

…So said the fine folks at StudioThirteen.

Our job was to make it happen.

StudioThirteen Business Card

StudioThirteen is a big-time operation. Their shop features one on the biggest seamless backdrops in Midwest. That’s a must in Indianapolis, where top fuel dragsters and stock cars are regularly used in photo shoots for the racing industry. StudioThirteen also boasts a commercial grade kitchen, a daylight room with massive windows, and the capacity to handle multiple top-tier shoots at once.

The problem was very few people knew just how much the studio offered. That’s where we came in. Lesle E. Lane and the gang at StudioThirteen asked us to revamp their brand in a manner befitting their capabilities.

The client challenged us to meet a demanding set of objectives. To describe their ideal brand, they used phrases like: tactile, high fashion, cutting-edge, and rich-in-heritage.



Naturally, the new mark features a numeric thirteen. But look closer. Notice how it also looks like a bit of film? (We hear ya. They don’t use film any longer—but it’s a tip of the hat to the studio’s longevity in the business.)

Stationery: (click image for a closer view)

StudioThirteen Stationery

We kept the design simple and clean and added the repeating stripes for texture.
With budget in mind, we created a package that utilized 2 spot colors on a recycled, off-white sheet.

The beauty of the logomark is that it’s the same mark flipped, mirrored or rotated 180-degrees. This allowed us to use a registered emboss on the business cards, letterhead and note cards. A flood of brown on the back allows the debossed mark to get noticed without overpowering.

Embossing die:

embossing die

The business cards have a smaller height than a traditional card, which let them stand out without adding the cost of die-cutting or special materials. The fronts contain the logo and stripe pattern. This allows the logo to become the hero and helps it to stick in the minds of the recipient. The contact information is on the back in two columns that lead to the debossed mark. The size of the cards also makes it nearly impossible to not touch the embossed mark when you receive the card.

Letterhead close up

The letterhead is kept clean on the front with only the logo, web address, and stripe pattern on the front. The remaining contact information is contained on the back in a double-column block that leads your eye to the debossed logomark.

To save costs we did not convert the envelopes, but went with a square flap matching stock. The stripe pattern was added to the front to give it some texture. This pattern also gives it an antique, official mailing quality.

The website is being overhauled now, but you can get a glimpse of their work at

Overall the client was very pleased.

“Seriously the mark itself is awesome. I think it’s just really clean and sharp and timeless.”

Check out the video of the business cards being embossed:

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Josh Miles

Principal & Founder

Josh Miles is a caffeine and twitter addict, and the author of Bold Brand - The New Rules for Differentiating, Branding, and Marketing Your Professional Services Firm. Josh’s role at Miles Design consists of driving brand strategy, business development, and firm-wide marketing. Josh was honored as one of the Indianapolis Business Journal's 40 Under 40.

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  1. RT @milesdesign – Rebrand: StudioThirteen

  2. […] This post was mentioned on Twitter by josh miles, Joshua Cook. Joshua Cook said: RT @milesdesign Rebrand: StudioThirteen […]

  3. Check out the StudioThirteen rebrand by @briankgray @milesdesign scroll down for the video of letterpress in action…

  4. RT @milesdesign: Check out the new work on our blog:

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