Clyde Butcher is considered one of the finest landscape photographers of our time and is one of the last great masters of large-format, black-and-white film. While his images are extraordinary and his reputation is equally good, he needed a brand that reflected his international status. We took the very thing for which he is famous—black-and-white photography—and gave it a proper stage. The look we created pays homage to his art without overcommercializing it. It was carried through in print ads and collateral, the website design and all other mediums.