For this project, we put people at the centre of the visual identity. Not as models or campaign assets, but as the brand itself.

My role focused on art direction and photography. Working closely with the photographer on location, we captured honest, character-driven portraits in real environments. No staging, no gloss – just people as they are.

Photography became the core of the visual language. Used across vehicles, workwear and other owned media, the images live in the public space where the brand is present every day. This turns everyday touchpoints into recognisable, human moments.

The result is a visual identity that feels authentic, confident and human.
Not built on messages – but on people.