To address the first problem, we elevated the design to reflect the photographer's expertise and capture the beauty of her images. We used her own riding images as reference images to create the three horses’ and create the core design. Each of the three horses represents different disciplines, demonstrating that she will photograph any equestrian sport. It also ties back to her chosen competitive sport of Eventing, which is three phases, much like a triathlon.

To make the design more personal and really connect with her target audience, we added four striped colour blocks in the shape of a circle into the background of the design. This element of the design holds a multitude of meanings. The colours are shades of blue that are taken directly from the photographer's personal 'cross country colours'. The colours and shapes are also linked back to the sunsets and blues of the ocean, which are famous in the primary region where she photographs, Perth, Western Australia.

To address the second problem, we strategised on a new business name that felt connected to the photographer, memorable to her current and future clients, and one that could grow with the business. She ultimately decided on TinCan Imagery, with the tagline Photography by Siobhan.

The result is a beautiful and memorable logo design that reflects the photographer's expertise and captures the essence of her work. The new business name and tagline also help to establish her brand identity, build trust with potential clients, and expand her business beyond equestrian photography.