The identity 18% playfully weaves together Lee's diverse skill-sets, artfully blending elements of creativity and science to capture the essence of his unique expertise in photography.

In photographical terminology, 18% gray is the perfect mid-point between black and white. An 18% gray card is commonly used together with a reflective light meter, as a way to produce consistent image exposure and/or colour in film and photography. The name 18% was chosen to reflect the client Lee's well-balanced skills in the art and science of photography.

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