Client Project — Signature Brand + Website in a Week
Luxury Branding & Showit Photography Website for Alex Hoedebecke Photography
We first worked with Alex a couple of years ago on a Website in a Week, using her existing branding to build a site that reflected where her photography business was at the time. Fast forward a few years, and Alex’s work had evolved into something even more refined. When she reached out again, she was ready for a brand that reflected that growth.
It’s one of the best feelings ever when past clients come back. It means they not only loved their first experience, but also trust us to help tell the next part of their story (and that’s something we’ll never take for granted). This time, Alex returned for a Signature Brand and updates to her Showit photography website that would feel timeless, heirloom-inspired and artistic.
Meet the Client
Alex Hoedebecke is an Illinois-based photographer known for her editorial, magazine-worthy images that blend effortless style with genuine emotion. Her work is poetic, dreamy, and intentional, capturing her clients in a way that feels both emotional and elevated.
Her business started as a creative outlet while raising her kids and has since grown into a thriving photography brand. Alex has a true gift for turning what could be an ordinary photo session into something that feels like art.
As her work evolved, she began leaning into the luxury market, focusing on high-end portrait and senior sessions with an editorial feel. This rebrand marked her next chapter, creating a visual identity and Showit photography website that matched her elevated direction and helped her stand out in that space.
The Process: Signature Brand
Alex’s new branding captures the duality of her work: artistic expression with an editorial edge. Her color palette of teal, mustard, icy blue and soft neutrals creates a grounded yet dreamy foundation, while refined serif typography paired with an elevated handwritten script bring a sense of timelessness and character to every touchpoint.
One of the most meaningful parts of her new brand is the custom illustration, a hand-drawn vintage mirror that represents the way Alex helps her clients see the beauty she sees in them.
The final identity blends heirloom sophistication with the emotion and artistry that define Alex’s work. It’s the kind of brand that doesn’t try too hard, it simply feels right.
The Process: Website in a Week
When we first worked together a couple years ago, we created her Showit photography website with a Website in a Week using our San Sebastián template as the starting point. At the time, her branding was fun, playful, and full of color, and the site reflected that energy perfectly.
Fast forward to now, and Alex’s brand (and work) has taken on a whole new vibe, more emotive, artistic, and editorial. Once her new branding was complete, we refreshed her existing site with the updated fonts, colors, and logos, and it completely shifted the vibe. The same template framework that once supported her bold, playful brand now feels timeless, refined, and dreamy, just like her work.
It’s one of my favorite examples of how a great Showit template can evolve alongside your business. With intentional design updates and a strong brand foundation, the transformation felt effortless.
Website After
Website Before
Seriously the best investment I've made for my business, forever grateful for you making this SO me!!
I AM SOOO OBSESSED WITH MY WEBSITE, SO OBSESSED WITH YOU, SO HAPPY WE STUMBLED UPON EACH OTHER 🤎 I had so much fun working with you!
- Alex, Alex Hoedebecke Photography
The Results
Her new visuals communicate the emotion and artistry behind her work without her needing to explain a thing. It’s the kind of brand presence that speaks for itself, drawing in clients who immediately connect with her vision and trust her creative direction.
What we love most about this transformation is how naturally everything evolved. The San Sebastián template that was once home to her playful, colorful brand now supports an entirely different vibe — proof that when a site is built with strategy and intention, it can grow right alongside your business.
