Sydney Camera wanted a new identity for a new era - bright, brilliant, and full of life, like the city it is in. The colours 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 poster art within the shop.