Troy Goodall is a boundary-pushing photographer with a style that’s provocative, raw and full of black humour. He is sought after for his ability to produce world-class, compelling imagery that gets under the skin.Troy needed an identity that would strengthen his international reputation. His target audience of advertising creatives and agencies are used to seeing highly-polished portfolios. Our challenge was to grab their attention by breaking with convention and disrupting expectations.Troy’s work captures the raw essence of his subject matter. He’s a master of scratching below the surface, revealing truths and vulnerability that force the viewer to realise all is not what it seems. Given online profiles are so easily accessible, we stripped the information back to the bone. Details that are usually mandatory became elements we could abuse, distort and even destroy.