Sydney Camera
Sydney Camera wanted a new identity for a new era - bright, brilliant, and full of life, like the city it is in. The colours themselves are the colour palette of this sunshine city. Originality too, is key - to stand out in a market that has gone online - where there were bargains galore in countries closer to the manufacturing hubs. The logo and images were primarily graphics that would become associated with the brand through social media campaigns, websites, and actual poster art within the shop itself.
The Challenge
Northwind had two audiences who didn't know about each other — the original loyal hikers in their 60s, and a new wave of city buyers finding them on Instagram — and one identity trying badly to please both.
Every refresh attempt over the past five years had felt like a betrayal of one side or the other.
Our Strategy
We treated the existing wordmark as the artefact it is — refined, not replaced — and built a packaging system that lets the product photography do the modern lifting underneath it.
The old customers don't notice the change. The new ones think it's always looked this good.
