Research on street style, contemporary photography and how these can influence and create emotional connections

Imagery shift from old 'branded cyan' style to a more natural style that creates connections, supporting the Brand purpose

new imagery inline with discussions regarding styling which spanned over a year

In September 2013 I took the initiative to establish discussions with Brand regarding the styling of imagery and how suitable (or unsuitable) they were in regards to not only digital formats but also in strength of message. These discussions spanned over year, time during which advice and recommendations were taken back to Brand, eventually culminating in imagery rebranding. Alignment to a real world ethos meant the photography style was brought up to date. It also meant a huge step forward in the process of sourcing photographers (independently as opposed to solely through agency as had been the norm). To date this influence is strongly felt through Digital and the business as a whole as each project may now have an allocated budget assigned to tailor-made photography shoots, improving the proposition and supporting the message and its accuracy.