MPB
MPB is the world’s largest secondhand camera retailer, yet its brand lacked
the confidence of a market leader. The identity felt fractured and exclusionary,
focusing only on professional storytellers while ignoring the hobbyists and creators. Over the years, their guidance had grown fractured, unwieldy and, depending on who you asked, restrictive and overwhelming.
We worked with MPB to develop a singular identity system that reflects their
transparent business model and the passion of their people. This inclusive strategy
ensures gear is accessible to everyone, from collectors to the camera curious, by
grounding the brand in a personality-driven system built on simplicity and wit.
We dropped the .com from the logo, creating more space to display MPB more clearly. The logo is bolder now too, ensuring MPB is unmissable at every scale.
The new tone of voice allows MPB to speak with the hard-won authority of being the best at what they do. Equal parts form and function, it flexes between straightforward clarity and moments of levity that come from a clever bit of word play, allowing MPB to speak directly to all types of creators. The typeface, Suisse Int’l from Swiss Typefaces, is bold, simple, and lets tone do all the talking.
MPB has always leaned into its signature pink hue. We just dialled it up a notch (or ten). Midnight Blue and White are the only other colours in the palette, allowing pink to drive recognition and build equity.
MPB shoots every product they list, so you always know exactly what you’re getting. We opened up their approach to product photography, introducing cameras and lenses up close, in situ, animated and within dynamic layouts, so they can hero products within content as well as in listings.
To capture people, we introduced reportage-style photography. The candid approach shows creators in action and in their own environment, telling the story of their creativity without having to say much at all.
Inspired by the focus ring on a camera lens, the graphic device frames key content and adds a dynamic visual signature to both print and digital.
A set of display figures were created,
built with the lens device.
Hand-drawn icons complete the new identity with a touch of human warmth. They add the slightest bit of tactility to complement what is otherwise a very sleek design system. Dotted about MPB’s platform, social and marketing channels, the icons reinforce the brand’s personality and add another pop of pink.
STUDIO
TEAM