Arc Workspace
Photography
Art Direction
Print Material
A sub-brand for SBFI Group, I was tasked with developing the visual language for Arc Workspace and positioning it as a more creative and design-led division.
Workspace would become its own wing of the SBFI Group in the future, supplying monitor arms and light furniture to the arts and design sector. It therefore needed to appeal to this market and so I wanted to portray the main product 'arc' in a techy yet classic way. Utilising a minimalist style of photography and light painting to do so.
Light painting
I wanted to capture movement abstractly and excitingly. Competitor's photography was bland and un-inspiring, I wanted to step away from this and use an outside technique to create memorable photography that would create an impression.
Utilising a longer shutter speed with a high aperture setting, I was able to capture these smooth light streaks. A light wand was used with colour filters to achieve the unique tricolour effect.
Capturing movement
I worked with Simon Eldon, a renowned photographer on creating some complimentary assets that would work with the light painting style. Direction was simple for this project and I kept the aesthetic very minimal. Introducing the human form helped to suggest how natural the movement was.
Catalogue
I created an exciting product catalogue for Arc Workspace, utilising the photography from both photoshoots shown above. Their requirements were such that they needed something to present and offer to clients.
