Warehouse Stationery

Brand Photography.

Creative Direction, Brand Strategy, Photography Direction

Brand Guidelines, Social, Digital, Print, OOH, In-store, Photography

The Challenge

Warehouse Stationery needed more than a refresh; it needed a return to relevance. Despite strong brand equity, the fragmented creative and inconsistent brand codes had diluted its story. In a category where stationery, furniture and craft often feel purely functional, the opportunity was to rebuild a brand New Zealanders could feel again.

My Role

As Creative Director for Warehouse Stationery, I led a full brand revitalisation across strategy, identity and execution. With minimal resourcing and no initial formal framework, I rebuilt the brand from the ground up:

- Defined the creative strategy and refreshed core brand codes

- Rebuilt the visual language and tone of voice

- Redesigned long-overdue brand guidelines

- Led art direction, styling and photography across campaigns and BAU

- Unified creative across print, digital, social, OOH and in-store

- Aligned Warehouse Stationery & The Warehouse, where needed, while keeping each distinct

The Insight

To cut through, stationery needed to feel wantable rather than functional.
People don’t buy pens or flat-pack desks - they buy creativity, self-expression and productivity. By elevating everyday items with bold visual storytelling, the brand could reclaim emotional relevance.

The Impact

The revitalised direction brought clarity, cohesion and new energy to Warehouse Stationery.
From elevated photography to refreshed guidelines and stronger omnichannel presence, Warehouse Stationery now shows up with confidence & consistency.

Everyday products became memorable brand moments, yes, even a stapler can smoulder.