Spector Photo Group, a European market leader in digital photo processing, needed to refresh its brand identity to reflect its transition from analogue to digital services. By the late 1990s, the company had fully shifted to e-commerce, but its outdated branding no longer aligned with its focus on high-quality digital photo products delivered across more than twelve European countries.

We developed a new brand identity that highlighted Spector’s digital transformation, including a new name and logo that better aligned with their innovative, customer-centric services. The result was the creation of Smartphoto—a name that reflects the brand’s dynamic e-commerce focus and passion for photography, complemented by a fresh, modern logo symbolising simplicity and digital innovation.

• Market research and brand analysis
• Naming development and strategy
• Creative logo design and visual identity update
• Legal checks and linguistic analysis

Branding is more than just a visually appealing logo; it’s about conveying a company’s identity and the services it provides. Spector Photo Group’s original branding, rooted in analogue photo processing, no longer represented its e-commerce focus. A rebrand was needed to modernise its image and clearly communicate its digital transformation to customers.

We began by analysing customer expectations and conducting extensive market research. Our goal was to create a name that stood for simplicity, innovation, and digital relevance. The name smartphoto embodies these values, emphasising smart, fast, and high-quality photo services.

In collaboration with the client, we selected the name smartphoto. This new name reflects the brand’s dedication to e-commerce, dynamic service, and a passion for helping people relive their memories through photography. To complement the name, we designed a fresh logo—a stylised eye or lens symbolising the digital focus and ease of use of the service. The new branding sets smartphoto apart by positioning it as an innovative and approachable brand ready for the digital age.