Winston Salem, North Carolina
A New Chapter:
The Story Behind My Rebrand
Annie Lievens Photography
There’s something deeply personal about a rebrand. It’s not just about new colors or a fresh logo—it’s a reflection of transformation, of stepping more fully into who you are and what you’re here to offer.
After more than a decade of photographing families and witnessing so many meaningful chapters in the lives of others, it felt like the right time to begin a new one of my own.
This rebrand is the result of both reflection and refinement. I wanted to create something that felt like me—not just as a photographer, but as a mother, a creative, and a woman who knows what it means to hold on tightly to fleeting moments.
Why I Chose to Rebrand
Over the years, I’ve grown—not only in my craft but in my understanding of what mothers truly want from their portrait experience. The families I serve are not looking for perfection; they’re seeking authenticity, connection, and something beautiful to hold onto as time moves forward.
I realized I wanted my brand to look and feel the way my sessions do: warm, effortless, heartfelt, and heirloom-worthy. I wanted every detail—from the first email to the final image delivery—to feel elevated and intentional, yet still approachable.
I dreamed of a luxury experience that felt inviting to every mother. Because legacy photography shouldn’t feel out of reach—it should feel like home.
Behind the Visual Identity
For the website refresh, I chose to work within Pixieset’s customizable website templates. I’ve used Pixieset for years to deliver client galleries, and I’ve always appreciated how clean, intuitive, and elegant their platform feels. It made perfect sense to build my new website there—keeping things seamless, professional, and visually aligned with the experience I want to provide.
To create my new color palette, I started with something deeply personal: one of my favorite images of my own family. I pulled tones from that photograph to create a palette that feels soft, nostalgic, and true to the heart of what I do. Being a mother and wife is everything to me. Without my family, I simply wouldn’t be able to create such meaningful work for others. They are my grounding place and greatest inspiration.
Behind the Visual Identity
For the website refresh, I chose to work within Pixieset’s customizable website templates. I’ve used Pixieset for years to deliver client galleries, and I’ve always appreciated how clean, intuitive, and elegant their platform feels. It made perfect sense to build my new website there—keeping things seamless, professional, and visually aligned with the experience I want to provide.
To create my new color palette, I started with something deeply personal: one of my favorite images of my own family. I pulled tones from that photograph to create a palette that feels soft, nostalgic, and true to the heart of what I do. Being a mother and wife is everything to me. Without my family, I simply wouldn’t be able to create such meaningful work for others. They are my grounding place and greatest inspiration.
My new logo was created by watercolor artist Alicia Betz, founder of The Welcoming District—a creative studio that offers "Meaningful Artwork for Thoughtful People©". Alicia specializes in custom watercolor pieces for weddings, events, and now, for my business.
I first discovered Alicia’s work at a friend’s wedding over two years ago and was immediately captivated. Her artistry is timeless, elegant, and full of soul—everything I wanted this next chapter to represent.
We used a monogram base from Shuler Studio, and Alicia hand-painted it in my signature Heritage Green to bring warmth, detail, and humanity to the mark. Around the crest, we chose four florals with deep personal meaning: Hydrangeas, Camellias, Peonies, and Tulips.
Hydrangeas always remind me of my grandmother’s home in Baltimore, Maryland—a traditional Georgian-style house with blooms lining the back door. Her sense of classic beauty deeply shaped me.
Peonies and tulips are favorites gifted often by my husband and children—flowers I adore not just for their fragrance, but for what they symbolize: thoughtfulness, renewal, and love.
Camellias, a classic Southern bloom, felt like the perfect nod to where I’ve planted roots and built my business.
Alicia and I worked closely—back and forth through every sketch and revision—to create something truly timeless. The final result is a design that feels both traditional and fresh, like a bouquet in full bloom. It speaks to the heart of my work: elegant, emotional, lasting.
I wanted a logo that would carry me through the next 15 years of Annie Lievens Photography. And now that it’s here, I couldn’t be more grateful—or more proud.
Updated Headshots
With a new brand comes a new lens on myself—one that honors this season of motherhood and growth.
I had the joy of updating my headshots with the incredibly talented Maggie Amaya
Maggie is not only a gifted photographer but also a beautiful friend and fellow mother of two. She helped me step into this new visual identity with grace and confidence—capturing me not just as a business owner,
but as a woman who has grown into something new and meaningful.
I’m so thankful for her support, her talent, and her heart.
What’s New
With the rebrand comes a new website, an updated client experience, and a fresh look at the way I guide families through their portrait journey. You’ll now find:
A thoughtfully curated Portrait Closet and Heirloom Closet
Two new Portrait Collections: The Motherhood Collection and The Keepsake Collection
to help capture your journey into motherhood
Two distinct Heirloom Portrait Collections to meet families where they are
A peaceful and inviting studio space designed for comfort and connection
A personalized post-session delivery experience that helps you turn images into tangible keepsakes
Looking Forward
This new chapter feels like a true beginning—one that honors where I’ve been and what’s ahead. I’m so excited to welcome both new and returning clients into this refreshed space, and to continue preserving what matters most through artful, heartfelt portraiture.
Whether you're a mother seeking timeless images or a family looking to capture your legacy, I hope this new brand makes you feel seen, celebrated, and at home.
Thank you for being part of my story. I’m endlessly grateful for these past 13 years or experience—and filled with hope for the beauty still to come.
With Love,
Annie Lievens
Want to see more of the new look?
Explore the new website, take a peek inside the updated studio, or book your own heirloom session below.