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Fiocca 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Photography, Photojournalism, Business/Professional Services
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
The number of options for creative professionals to obtain high quality photographic images has increased greatly over the past few decades. The Internet delivers limitless amount of imagery quickly and at a low cost, while improvements in digital cameras and software make it far easier to create the images themselves. For professional photographers to succeed in this changing environment, they need to build strong brands that are more than just a portfolio.

Rob Fiocca is a photographer well recognized for his beautiful images of food and luxury goods. The challenge was that he needed to get out a message his studio was able to offer far more than what they were currently known for. His business had evolved into a studio of image professionals working on all types of photographic imagery, including still, motion and retouching. However his biggest challenge was to gain even greater name awareness and be top of mind for more type of assignments.

A new identity platform was built out of the concept of creating a modern day “craftsman’s Guild”, a group of talented people working together to create a product of high quality and great beauty. With the name being changed to Fiocca Studio, the logo was designed into the form of a shield was created to make an iconic connection with the traditional Guilds of Italy. Oversized posters and materials were developed to create a larger than life presence when sending out promotions to the creative community.

The promotional materials have generated great interest, not only making it onto the desks and wall of key influencers but also becoming an in demand item requiring additional print runs. Additional visibility with the creative influencers has been gained through the brand program being awarded and featured in numerous national and international creative competitions.


Client: Fiocca Studio -

Brand Strategists/Designers: Cossette -
Creative Director: John Furneaux
Designer: Tom Koukodimos
Writer: Tom Koukodimos
Photography: Fiocca Studio
Account Management: Morjerie Ramessar


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