After 50 years of investing everything into the fearless pursuit of extraordinary endeavour and what he alone can capture and show us of the world, it was time to invest in a brand as extraordinary as his work.

Balancing the heritage of the existing Richard Bennett Photography brand with a modern, aspirational approach was one of the main challenges. We wanted to retain the retro feel of Richard’s existing logo with its iconic and deeply trusted qualities. Take it too far, and it could lose these qualities. Not far enough, and it wouldn’t capture his agility and bold ambitions for future adventures.

Background

A daring mountaineer and tireless trekker, Richard fused his love and skill of photography with his fearless, adventurous spirit, 400 feet above the Sydney Hobart yachts in a tiny Cessna 172.

In the 50 or so years that have passed, the aircraft he shoots from and the equipment he uses may have changed, but his ability to tell the story of a yacht’s race in a single frame has remained.

It’s a rare skill, bolstered by a resilient passion. Artistry and tenacity in equal measure. Richard’s pictures take us to places that we could never go ourselves and show us moments and memories that would otherwise be lost to time. Chasing boats across white-flecked water canyons; battling weather and improbable odds.

His annual quest to capture drama and achievement are gathered here; the gems unearthed in his never-ending search for perfect light and shade are yours to enjoy and own.

The Emersion team delved into Richard’s history to create a visual identity system that directly reflects his uniqueness and showcases his connection to the Sydney to Hobart Yacht Race.

“In our research, we came across a logo that Richard used on his mountaineering helmet from the 70s,” says Tim. “It was beautifully simple, and entirely consistent with our rational."

Rational

The distinctive visual language of air and sea.

Aircraft are as essential to Richard’s work as his cameras and lenses. And in the same way that he uses his experience and craft to get the most out of his photographic gear, he knows how to use aircraft positioning and speed to achieve outstanding results.

Aircraft also have something else in common with Richard and his work – their individuality. Each number/letter designation is a unique identifier – as distinct as Richard’s character and his photos. Yachts also have similar identification on their sails. We’ve harnessed the bold typography and recognisable letter spacing of aircraft and vessel registration to create a visual approach that reflects Richard’s unique identity, the individuality of his work and the aircraft he uses in fearless pursuit of peerless results.

A glimpse into the creative process for Richard Bennett Photography and how we began to translate what the Richard stands for into expression — an evolving framework of the ideas and sketches.

Badge of honour

An important aspect of our designs was to retain his logomark designed in the 1970’s. To allow it to integrate into the new look we adapted it into an exploration badge. It’s a badge of honour with a range of applications that creates a sense of adventure across the brand.

Core brand idea - a theme to inspire visual identity and a focal point for our language.

FEARLESS PURSUIT

Tone of voice - loud and clear

We developed a tone of voice that captures the spirit of Richard Bennett influenced by the core brand idea of ‘Fearless Pursuit’, and the lengths he has gone and continues to go to capture the perfect shot. Our copy talks about the physicality of the process, finding the perfect storm conditions, waiting for the moment, storytelling in a single frame.

It’s a written identity that enables Richard’s marketing team to capture and create spirited moments in his narrative.

It is a brand that embodies Richard’s approach to life and his craft.

Rare talent. Maverick bravery. Artistry and adventure in equal measure. Chasing storms and boats across white-flecked water canyons. Battling doubt and improbable odds. Richard shares all of this - all of him - generously with whoever enjoys his pictures, because that is what he is all about.