Newcastle Business Club — From stuffy to diverse
Helping shift a 90-year-old brand from stuffy to diverse and thriving. From designing branded annual marketing wrap-ups to photographing every 60 events over the span of 5 years.
Newcastle Business Club Brand Photography Case Study
In 1933, a club was launched for business men in Newcastle and the Hunter to meet for a luncheon, connect and hear from speakers who presented their views, opinions and directions in business. But the world has shifted drastically over the last 20 years.
Read more of the case study
Problem
Diversity and inclusion reigns. Women deserve the same opportunities as men, and as such this needs to be reflected accurately to attract the right audience.
When we first got involved in Newcastle Business Club in Feb 2017. Holly Martin, from the Marketing GP pulled us in to design a monthly newsletter, wine labels and advertisements to promote the events.
That's fine, but the landscape of how news is delivered, shifted. People need it quicker, and traditional printed newsletters have a short shelf life.
The next issue was with photography. We started by contributing our own Newcastle landscape images to fill a content gap, but there's no emotions, no reason for people to buy in to that.
When I first visited an event in 2017, the room was filled with men. Here's the proof...
Solution
The 85th year of Newcastle Business Club changed everything. We photographed every single event.
With guest speakers that attracted more women, a woman as president and a reframed brand and marketing campaign, we could photograph more diversity. Allowing for a more inclusive appearance. This was vital.
Since then, we've created 450+GB of images, equating to around 14,000 photos.
From 2018-2023, we had some incredible presidents – Holly Martin from the Marketing GP, Craig Wellings from Hunter Signs, Stephanie Jordan from LM Property, Clare Ferguson from Verve Partners, Jim Garis from The Garis Group and Liz Murray.
Evaluation
They have led the transformation from dry to diverse, while we focused on capturing moments of joy and got to meet some incredible people, both members and guest speakers.
The biggest compliment we received, when sat talking to a guest, was when they said "the only reason I came was due to the photographs on the new website".
The photographs changed the perception of the club, engaged a new audience and convinced them to buy the tickets.
That’s the power of great branding.
It’s with great honour that we call time on our journey with the club as the photographers. We’ll miss shooting the moments, but we cannot wait to attend events as the branding alchemists, rather than the photographers.
Sit back and enjoy the gallery
Zoom in a little closer
Martin Sully of Snapper Studio has delivered outstanding event photography services at the Newcastle Business Club lunches over the past five years. Martin's professionalism, creativity, and ability to capture genuine moments have truly enhanced our events. His photographs beautifully reflect the essence of our club, and our Members, Guests and Guest Speakers have shared in our appreciation of his ability to provide high quality images for us to share across a range of platforms. He has built terrific relationships with many of our members and guests over the years due to his friendly and affable demeanour. We have been incredibly fortunate to have Martin working with us to help us beautifully capture warm memories of the life of the club from 2018 to 2023.
Book a discovery call to bring your vision to life.
Reach out today to start your branding journey with our expert team at Snapper Studio.
