I was tasked with rebranding the Photo London exhibition's promotional materials, including the catalogue, poster, save-the-date cards, exhibition map, and brochure. 

My inspiration for this project stemmed from the inner workings of a dismantled camera. I aimed to recreate the effect of being inside the camera, with its glossy black lines, intricate components, and fine details.

To achieve this, I creatively arranged physical cardboard cutouts into a unique typeface. This typeface subsequently became the foundation for crafting the layouts of the poster and brochure, imparting a distinct visual identity to the entire rebranding effort.