David Chatfield is an Australian architectural photographer whose calm, atmospheric and carefully lit images are commissioned by some of the country's most respected practices. Grounded in close research into each building and its architect's intent, his work is known for its patience and precision, with lighting and framing resolved on site rather than in post-production.

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Our work with David focused on a brand and marketing strategy shaped around the way the architects who commission him describe his work. Its positioning went on to inform a new identity and website by Studio Hi Ho, bringing the presentation of the practice into line with the quality and care of its images.

David approached Office D.SHARP in 2024 to undertake a brand review and develop a marketing strategy, with the completed plan delivered in October. Having built his practice largely through repeat clients and word of mouth, he had not previously undertaken a structured review of his marketing and branding. His aim was to establish a clearer brand identity, attract further commissions from design-led architecture practices, and build awareness of his work in new markets in Australia and overseas.

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As our process was developed for architecture practices, we adapted it to suit a sole practitioner whose clients are themselves architects. David also wanted guidance on the experience of his clients at each stage of a commission, from initial enquiry through to the delivery of images.

We started with workshops in which David outlined his values, objectives, ideal clients and the strategic questions facing the practice. We then reviewed his website and portfolio, his branding and social media, and his client-facing documents, comparing them with the work of leading architectural photographers in Australia and internationally.

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The website's presentation of David's images and his social media were both clear strengths, reflecting the care he brings to the photography itself. The areas requiring attention were the curation of the portfolio, the client documents and the way the practice keeps in touch with past clients, each of which shapes how architects experience working with him.

To inform the positioning, we interviewed architects who have commissioned David over several projects. They described the preparation and research he brings to a project, his attention to lighting on site, and his patience in waiting for the right conditions.

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We then worked with David in a workshop to develop positioning built on four concepts: patient, studied, honest and emotive. Together they describe a deliberate and methodical way of working, a research-led understanding of each building, a calm aesthetic that defers to the architect's intent, and images that convey the experience of a space.

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We also agreed measurable marketing objectives for the year ahead, focused on awareness of the practice in new markets, consideration among larger design-led practices, and the overall perception of the brand.

Once positioning and objectives were agreed, we developed a marketing plan whose central recommendation was a new brand identity and custom-built website, with a portfolio ordered around David's most recognised architectural projects and an index of clients, publications and awards. We also made recommendations for the documents a client receives at each stage of a commission.

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To support existing and prospective relationships, we established a system for David to record client contact and plan outreach. We also proposed a long-term creative project, described as a residency, in which he would return to a single building or the work of one architect over an extended period, demonstrating the patient and studied approach at the heart of the positioning. We accompanied the plan with a shortlist of creative suppliers and a twelve-month timeline.

Following the plan, David appointed Studio Hi Ho, one of the design studios we had recommended, to develop the new identity and website. We remained involved throughout the design process, reviewing the work at each stage and advising on the content and structure of the client documents.

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Studio Hi Ho, led by Wes Waddell, based its concept on the positioning. A feature titled 'Field Notes' adds a layer of research, process and observation to each project, and the identity uses light as a recurring visual cue. The system extends from the website to client documents, usage licences and presentation templates, and to a printed glassine pocket designed to hold eight-by-ten prints.

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The new identity and website were introduced during 2025. David's practice is now presented with the same patience and care that distinguish his photography, and in terms that reflect how the architects he works with describe it.

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Brand identity and website by Studio Hi Ho. All images by David Chatfield.