THE BRIEF | Smith Media is an Aboriginal-owned photography business with a bold, unapologetic style. The client wanted an identity that reflected their eye for raw, real storytelling—without being too polished, too safe, or too expected. It needed to stand out online, hold its own in creative circles, and feel unmistakably Blak.

THE CHALLENGE | This wasn't just about making a logo—it was about building a visual language that felt like the photographer behind the lens. The challenge was in capturing their creative edge and cultural grounding. It had to be adaptable for digital and print, instantly recognisable, and layered with meaning.

VISUAL DIRECTION | The Smith Media identity is built around a striking, custom-drawn logomark—shaped like a camera, with type that flows through the lens. The design blends storytelling with symbolism, reflecting both the craft of visual media and a strong sense of cultural identity.

This isn’t a polished, corporate identity. It’s deliberately hand-drawn, grounded in community, and designed to stand out on shirts, socials, and anywhere the work lives. It feels coastal, real, and unmistakably Aboriginal—perfectly aligned with Smith Media’s voice and values.