Amaru Photography Brand Identity by Fernando Rodrigues Draws on Andean Heritage

Fernando Rodrigues designed the brand identity and editorial design for Amaru, a lifestyle photography studio in Australia. The visual system is inspired by Andean cultural heritage and warm earth tones. A custom wordmark based on Quechua roots features sharp serifs and sweeping curves. The color palette includes mineral tones drawn from mountains in Bolivia and Peru, with warm orange paper, deep forest green, dusty rose, and dark soil brown. A round sun mark appears across print sheets. Paper goods include heavy cotton cards in linen folds, studio proposal sheets with serif text and soft shadows, and mail folders with stamped marks on green paper. Layouts pair raw hill photos with simple type. The project is published on Behance.