When It Clicks:
Artfully Communicating
a Photographer’s Mission

Verso Photography

Focus Area:

Art
Photography
Small Business

When artist-architect Jacki Schaefer moved to scale her practice across Houston and New York, she came to Clarified. Her goal was to transition from traditional portraiture to documentary photography of creatives at work. 

Clarified and Jacki came up with the new name: Verso, which is the back side of a canvas or painting. The name homages the style of Jacki’s work, capturing the behind-the-scenes reality of the creative process.

The branding, from the hand-drawn logo and electric color palette to the exquisitely simple tagline “For those who create,” beautifully reflects Verso’s mission to capture and reveal the beauty in process. 

Valentino logo in pink and black text.
Business cards with the text "For Those Who Create," "Verso," and contact information, placed on a light gray surface.
iPhone screen showing an Instagram profile named vers0.photo by Jacki Schaefer, with photos of artwork and an artist holding a camera.
Person sitting on the floor, holding a small bottle with a dropper, surrounded by bottles of ink and colored paper with notes or lyrics.
An art display with colorful abstract paintings on the white brick wall and a woman working on a weaving project with white yarn on a table in the foreground.
A computer monitor displaying a website with the text 'FOR THOSE WHO CREATE' on it.
Pattern of alternating pink and black stylized shapes in horizontal rows.
A quote on a black background that reads: "Able to clearly see the beauty that takes place throughout the artistic journey, not just in the final outcome, Verso practices and recognizes systems, order and technique."
Close-up of an abstract oil painting with vibrant colors including pink, blue, yellow, white, and orange, featuring broad textured brushstrokes.
A black background with white and pink text that says: "Verso speaks the language of artists and makers, observes them in their element, and respects their creations as SACRED."
A painting workspace with a paint tray filled with various colors of paint, a paintbrush immersed in teal paint, and a tube of acrylic paint on a splattered palette.
A painting workspace with a paint tray filled with various colors of paint, a paintbrush immersed in teal paint, and a tube of acrylic paint on a splattered palette.
A person holding a pink reusable travel mug with a black lid, standing against a white background.
A black Contax camera with a large lens sits on a tan strap on a wooden surface. A beige leather strap with printed text advertising Verso Photography is draped over the camera. Photo by Kelli Durhgam
A black Contax camera with a large lens sits on a tan strap on a wooden surface. A beige leather strap with printed text advertising Verso Photography is draped over the camera. Photo by Kelli Durhgam