BLACKS, an 85-year-old photography brand that needed a massive change. Their consumers had either forgotten about them or viewed them as outdated, unapproachable, and no longer in touch with the ever changing technology. They needed help to completely transform their brand into a contemporary one-stop destination for all things photography.
Every aspect of the brand was reconsidered — their corporate ID, retail space, and even their product offering. With the new brand strategy of “the playground for photography” in hand, we redesigned everything to reflect this fun and playful feeling. Bright colours, simple yet bold typography, and engaging photos were the foundation on which we built their new brand.