Why HareBrained?

If you've been around for a while, you may remember that HareBrained Photography was previously known as Heretic Photography.

While Heretic Photography helped establish my style, portfolio, and identity as a photographer, there came a point where the name no longer represented where I wanted the brand to go.

Why Change?

The biggest reason was simple: the name felt limiting.

The word "Heretic" carries a lot of baggage. While the original meaning of the word is often misunderstood, many people associate it with religion, controversy, or anti-religious messaging. The brand's logo, which featured an upside-down cross, reinforced those assumptions.

That wasn't necessarily a problem for everyone, but it did create barriers. Some people hesitated to reach out, collaborate, or book sessions because they assumed the brand represented beliefs or viewpoints that it never intended to promote.

Photography is about people. I never wanted a name or logo to make someone feel unwelcome before they even had a chance to get to know me.

As the business evolved, it became clear that the branding was becoming more of a limitation than an advantage.

Enter HareBrained

HareBrained Photography was born from a desire to create something more open, approachable, and memorable.

The name has a sense of humor to it. It's a little weird, a little chaotic, and doesn't take itself too seriously. At the same time, it still reflects the creativity, experimentation, and occasional madness that often comes with creating art.

More importantly, it opens the door to an entirely new visual identity.

Instead of imagery that could be interpreted through the lens of religion or ideology, HareBrained embraces a mascot-driven approach featuring an alternative, tattooed, pierced rabbit—often with an exposed brain—representing creativity, individuality, curiosity, and a willingness to think differently.

Let's be honest: it also creates opportunities for some absolutely rad artwork, logos, stickers, merchandise, and branding.

What Isn't Changing

While the name has changed, the heart of the photography remains the same.

You'll still find the alternative portraits, tattoo culture, creative concepts, urban exploration photography, and boudoir work that helped build the brand in the first place.

The mission remains unchanged: create authentic images, celebrate individuality, and work with interesting people from all walks of life.

Looking Forward

The transition to HareBrained Photography isn't about abandoning the past. It's about building something better for the future.

A brand should invite people in, not unintentionally push them away.

HareBrained Photography gives me the freedom to continue growing, creating, and collaborating while building a visual identity that's fun, memorable, and welcoming to everyone.

Besides, who wouldn't want a tattooed rabbit with its brain hanging out as a mascot?