OUT

Angus Fraser is a well-known location photographer who briefed WMH to create an identity that actively communicates his specialism with witty flair. The simple idea was to use a campaign of statements, such as 'away from desk', 'on location', 'back soon', that reinforce the fact he's never in his office. Unlike most photographers' identities, there is an absence of pictures to stir curiosity about his work.