2020 Visual Rebrand: The Secret of the South Atlantic

St Helena is a volcanic tropical island situated in the middle of the Atlantic Ocean, roughly 2,000 km from the African coast.

I was approached and commissioned by the local tourism board to create a landscape-driven visual rebrand that would redefine the island's identity for years to come. The brief was approached with the intention of revealing unexplored sides of the territory and celebrating the diversity of its incredible ecosystem. The photographic point of view was chosen on the basis of faithfulness to St Helena's core personality: a palette rich in contrast, layered composition and warm stillness permeating every shot.

Years later, the resulting image library continues to be used by web, media and editorial outlets to showcase the visual identity of St Helena in all its diverse natural and cultural glory.

2023 Visual Rebrand: A Breath of Fresh Air

After two years of pandemic and no visitors, St Helena reopened keen to promote itself in a new light.

For this second assignment, I was asked to integrate previous panoramic narratives with photo essays of people, crafts, food, and products, able to showcase the iconic domestic lifestyle from a wide range of viewpoints. The approach I chose this time was rooted in documentary filmmaking practices and styles, with narrative choices aimed at evoking feelings and emotions of everyday island life in all its exquisite particularities.

The result is a new photographic celebration of the heritage that St Helenians have admirably managed to preserve over generations, in the middle of the ocean, away from it all.