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The Bunker


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The Bunker


The Bunker

The Bunker is a boutique gym located in Surry Hills, Sydney under the same family as Fitness Playground gyms. The space is inspired by the raw and industrial materials of the original basement interior. The goal was to make The Bunker the sexiest gym in Sydney.

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Overview

As the in-house photographer and content creator, I was appointed to develop a series of images that encapsulated the brand identity and sell memberships before the gym was built.

Team

Client: Justin Ashley & Serra Burmin
Photography: Tina Lee
Creative direction: Alice Lo
Graphic Design: Alice Lo & Suharyanto Putra
Developer: Andy McLennan
Copywriting: Justin Ashley, Hannah Ghaus & Joh Parsons
Talent: Kris Andre, Chris Beight, Serra Burmin, Laura Schellenburger
Architect: Joe Snell

 Logo mark - Brand Identity by Alice Lo

Logo mark - Brand Identity by Alice Lo

The Challenge

How can we craft a perception of the gym before it has been constructed yet?

Process

The research process began by first understanding the brand personality of The Bunker.

The Bunker was:

  • Raw

  • Sexy

  • Elite

  • Performance centric

We wanted to feature real personal trainers rather than professional models. The imagery was to portray a sense of rawness and grit that conveyed emotion rather than function. It was to be aspirational. Lighting played a crucial part of the photoshoot as the entire light source in the space relied on artificial lighting.

Final Imagery

Application of Imagery

 Mobile landing page designed by Alice Lo and Suharyanto Putra

Mobile landing page designed by Alice Lo and Suharyanto Putra

 The Bunker Brochure - designed by Alice Lo

The Bunker Brochure - designed by Alice Lo


Interior Photography

Featured in GQ Australia and Concrete Playground

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Lifestyle


 Capture people in situations, real-life events or milestones. Tell stories about your brand and inspire your audience.

Lifestyle


 Capture people in situations, real-life events or milestones. Tell stories about your brand and inspire your audience.

Pictured above: The Australian Ballet for Bloch Australia, Tess Williams at Fitness Playground

Gallery


We eat with our eyes. Entice your customers with drool-worthy photos. 

Gallery


We eat with our eyes. Entice your customers with drool-worthy photos. 

Food Photography

Pictured above: Highgardens property brochure (Ray White), Nut So Sweet Raw Foods, Nourished Nutrition

Fitness Photography

Product Photography

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Product


Showcase features and benefits of your product in a creative and engaging way.

Product


Showcase features and benefits of your product in a creative and engaging way.

Pictured above: Abe & Sara eyeware designed by Faber & Lo, Wine label design by Faber & Lo, Nourished Nutrition, Baby Bloch Shoes

Optus Hype


A Photo assignment for Optus Hype

Optus Hype


A Photo assignment for Optus Hype

OPTUS HYPE

Overview

Optus approached me to be a part of creating two stories for their growing entertainment online publication. The assignment was to visually capture the story of Burlesque performer, Rosie Rivette and writer and actor, Michelle Law to compliment the article written by Harrison Vessey.

Michelle Law

“For the release of her SBS miniseries Homecoming Queens, the young creator sat down with Hype to discuss race, sexuality, identity and Harry Potter.” Harrison Vessey

Read Michelle Law Breaks All The Rules here.

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She’s determined to see Australia’s entertainment industry embrace all kinds of diversity behind the lens and in front of it.

Rosie Rivette

“From Victorian-era theatres to the quintessential American showgirl scene, the allure of burlesque is hard to pin down and impossible to deny. Sydney-based performer Rosie Cremer bares it all to Hype as she shares what life’s really like in the spotlight, and the less glamorous side of the glitzy industry.” Harrison Vessey

Read Rosie Rivette & The Fierce World Of Neo-Burlesque here.

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Getting ready for the performance

Make up & hair done by Emma-Lee Court Newtown’s Makeup Wardrobe

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Burlesque NSW

It was an honour to witness the performances and the immense creativity and hard work that was put into the performances.