Evolution, not Revolution.

The Story Behind My Rebrand – A Fresh Start for Ali Horton Photography

After 14 years of capturing weddings, I spent this past winter doing something I hadn't done in a long time—taking a hard look in the mirror. Running a wedding photography business isn’t just about taking photos. It’s about meeting couples, understanding what they want, delivering on the day, editing meticulously, and making sure everything is just right when I hand over their gallery. Somewhere along the way, I realised I’d been so focused on all of that, I’d taken my eye off the ball when it came to showcasing what I actually do.

For years, my business ran almost entirely on word of mouth. Couples booked me because they’d seen me in action at a friend’s or family member’s wedding, then fallen in love with the photos I delivered. I never really needed to put myself out there because my work spoke for itself. The only problem? Fewer people were seeing it.

"I pour my heart into my work and delivering the best possible gallery for my clients, but it takes so much energy, I was neglecting the side of my business that generated more work!"

So, I set to work. I worked closely with my mentor, Sam Docker, bouncing ideas back and forth, and constantly checked in with my fiancée, Beckie, for her perspective too. (Let’s be honest—she’s seen me stress over this more than anyone!) Months of tweaking, refining, and second-guessing later, I finally had something to put out into the world.

Here’s the thing, though—I’m a perfectionist. Hitting ‘publish’ on my new website felt huge. Was it ready? Would people like it? Was it really me? It took a few gentle nudges (and maybe a bit of tough love) from the people around me to finally go for it.

And now? Well, it’s out there! So far, the feedback has been amazing, and I couldn’t be more grateful. But I’d love to hear what you think. If you’ve had a look at my new website or even just followed along on this journey—thank you. It means the world.

My new website went live, with a new logo, colour palette, typeface and while it’s not the end of the journey, it’s a big step in the right direction.

If you’re planning a wedding and love the idea of fun, candid, storytelling wedding photography, I’d love to chat. Get in touch, and let’s make some magic together!

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