Women comprise 70% of photography graduates, but only 15% of professional photographers are women, earning an average of 40% less than men. The 70:15:40 Project UK was initiated to address the underrepresentation of women, trans and non-binary people working in photography and videography in the UK.

Sometimes you don’t need to change very much, and you realise that the solution is already right there in front of you. It just needs a little crafting. The numbers themselves told the story. It transpired that In practice, the apparent obscurity of the numbers used in the brand logo (we ensured that it would never be seen out of context), often became the perfect gateway into the brand story itself.

We could now begin to create a full suite of media assets across digital/ print and social. Alongside an image library and guidelines for 3rd party usage.