Sumup Photographic Direction
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Berlin-based SumUp is a global fintech company empowering small businesses with simple payment solutions. To bring the brand closer to the merchants it serves, the project spotlighted three distinct businesses within their own environments, capturing their stories authentically.
Beyond content production, the collaboration became an opportunity to evolve SumUp's photography style, pushing the existing brand guidelines toward a fresher, more ownable and relatable aesthetic.
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As an in-house Principal Brand Designer at SumUp, my role on this project included:
- Owned the project end-to-end, including licensing and budget management.
- Onboarded and managed the external agency, ensuring quality and brand consistency were reflected across all assets produced.
- Led pre-production in-house art direction, then provided ongoing feedback through post-production until final delivery of files.
PROJECT DETAILS
ABOUT
In collaboration with Lena&Artem Studio, we developed a new photographic direction for SumUp, producing a library of photo and video content featuring different products and merchants. The project served as a testing ground for a new visual style, informing how the brand’s photography evolved going forward.
*None of the photography, production or work showcased here was created using AI. Everything is the result of human creative work.
** All photos and videos belong to SumUp.
“Working with Juli on the SumUp campaign was a total pleasure. From day one, she made everything super clear, the brief, the goals, the creative direction, which helped us hit the ground running. Juli was super helpful in gathering feedback quickly and pushing things forward, it really made a difference. Her art direction was spot-on: thoughtful but never rigid, and she gave us the space to bring our voice into the work. On top of all that, she’s just great to work with, easy-going, sharp, and super collaborative. Would jump on another project together any time.”
