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.
Project Scope
Graphic Design
Brand Direction
Brand Photography
Event Photography
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 present their views, opinions and directions in business.
The business landscape has changed. Diversity and inclusion reigns. Women deserve the same opportunities as men, and as such this needs to be reflected accurately.
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...
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.
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 visual 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 nerds, rather than the photographers.
