Melbourne CBD Camera House store | Interior
Brand video.
About my role at CameraHouse.
In 2022, I was entrusted with the task of revitalising Camera House, one of Australia's largest photography retailers. The business needed more than a fresh visual identity. It needed a renewed brand strategy, a contemporary brand voice and a more relevant way of connecting with today's customers and the next generation of photography enthusiasts.
I led the brand transformation, developing a refreshed identity and a flexible brand system that could translate consistently across the entire business, from digital platforms and social media to national campaigns and the in-store retail experience.
My approach was to bring together two sides of the photography world: the innovation and technology behind the equipment, and the human passion that makes photography special. The result is a brand that feels contemporary and confident, while retaining the warmth, knowledge and genuine enthusiasm of the people behind it.
Today, the refreshed brand is embedded across Camera House's communications and customer touchpoints. From its visual identity and brand voice to store brand re-fits, social content, digital campaigns and retail activations, every expression is designed to communicate expertise, inspire curiosity and bring photography closer to people.
For me, this project was about creating more than a new look. It was about giving an established retail brand renewed relevance, a clearer sense of identity and a consistent brand experience that connects product, people and passion.
Brand Phase II: Introducing secondary taglines and a warmer typeface to keep the brand fresh and relevant in the ever-evolving retail landscape.
Visual identity - Logo & brand mark creation.
A fresh new retail experience,
designed to inspire discovery and
showcase the latest technology.
Bringing the photography
community together.
Photo Credit | Simon Gregory,
Hobart Camera House
Website rebrand. | Digital retail presence.
Alongside its physical stores, Camera House's digital presence plays a vital role in supporting the retail network, building customer engagement and driving online sales.
The website was ready for more than just a visual refresh. It needed a clearer structure, improved functionality and a more intuitive shopping experience, making it easier for customers to explore products, find inspiration and shop online.
A key part of my approach was to bring the passion for photography to the forefront. Through inspiring photography and a more engaging visual direction, I wanted the website to reflect what Camera House is really about: not just the equipment, but the creativity, experiences and people behind photography.
The refreshed website combines a more considered architecture and improved navigation with dedicated spaces for brand campaigns, promotional activity and informative content. The result is a more engaging digital experience that brings the brand to life, supports the stores and connects customers with the world of photography.
Advertising.
OUR SOCIAL PRESENCE
• Brand cohesive
• Fun and engaging
• Showcasing our passion
for photography
WORKING WITH talented Content Creators representing our values
• Being photo and video experts
PLUS
• Sharing our passion for
photography
Sponsoring and / or
co-organising social events. Driven by a shared passion for photography and gear.
Building meaningful connections with our community and customer base through authentic engagement and shared experiences.
EMAIL strategy
• Strong brand presence
• Engaging communication
creating community
Beyond promotional emails, my focus extends to actively monitoring and analysing customer engagement.
Today’s younger audience isn’t waiting for sales messaging alone. To truly connect, we must nurture relationships and listen closely to both our current and emerging customer base.
By delivering communication that’s informative and genuinely engaging, we foster a sense of belonging and build a strong community.
Community creates trust. That ultimately drives long-term brand loyalty and sales.
Store rebrand | Roll-out over 50 stores nation wide.
Delivery cards.
Uniform | Merchandise.
Project meaning for me personally.
For me it was amazing to do the rebrand. However, I’m someone who likes to not drop a brand and walk away. As equal as important to me is the rolling out out of the brand and be truly there for the people I work for.
Having executed and implemented it on many levels and different platforms, together with my team I’m someone who is very hands on and like to have my hands on-the-(yes: AI) tools.
In this ever changing digital world we’re living in, it’s important to stay in touch with it all, also on ‘the ground’. Bottom line is, it all comes down to, that I just love what I do.