About my role at CameraHouse.

In 2022, I was approached by the Head of Marketing and the board of CameraHouse to create a new brand identity for them. It was time for a fresh and modern look, a new strategy, and a revamped brand voice.

I am proud to say that CameraHouse is now revitalized as a brand, providing a strong foundation for a modern retail rollout at all levels. Our aim is to capture customers’ hearts by sharing our passion for photography and gear.

Being the creator of this new identity, I developed a flexible brand that represents both the technological side of photography hardware and the warmth that reflects the passion of our friendly staff. The new look serves as a versatile base, capable of showcasing vibrant photography, supplier advertising, and products in-store.

The brand is strong and confident and displays expertise. The main goal is to allow customers to “focus” (to use a photography term) on what we’re selling, without letting ‘brand ego’ overshadow that purpose.

Ultimately, it’s all about understanding the customers’ needs and providing a welcoming retail environment where they feel inspired and comfortable enough to make a purchase.

Advertising.

The talented photographers amongst our CameraHouse staff are experts in the field and contribute significantly to our advertising efforts.

CameraHouse staff are photography enthusiasts and also… there’s great photography talent amongst them as well. I could not let the opportunity go to use their unique photos (with their permission of course) in our advertising.

Crediting them in the ads with all technical specs and which Camera House store they are working, was supportive of the new brand vision being: ‘your photo and video experts’.

A great opportunity showcasing customers that CameraHouse staff are genuine experts and as passionate about photography as themselves!

The idea of showcasing CameraHouse staff names and where they are working was a no brainer and gave our advertising as well as in print, as online, that trust we’re aiming for as a retailer.

Delivery cards.

New online presence. | Website rebrand.

An online presence is just as important for CameraHouse as any other retailer. Alongside physical stores, it plays a crucial role in the business.

The website was due for a revamp, and I wanted to emphasize photography in the new design to show CameraHouse's genuine passion for it.

Next to having a new website architecture which makes is much more pleasant to shop here online, the website now includes space for campaigns, sales AND informational sections.

Have a look at the CameraHouse Website

Uniform | Merchandise.

New overal brand voice.

Moving away from an old-fashioned ‘imago’, and changing the overall ‘tone’ at CameraHouse. A new brand entails so much more than just a new logo. If you want to do it well, you go all the way.

It can go as far as the branded bag that the customer takes out of the store to the conversation your staff is having in-store.

For me it was a very important part of the rebrand. The brand voice of CameraHouse is now more modern, inclusive and engaging, ready to connect with younger generations who essentially are our future customers.

The brand voice of CameraHouse is now:

Engaging [ ask questions and listen ]
Respectful [ rather than irreverent ]
Enthusiastic [ rather than matter-of-fact ]
Casual [ rather than formal ]