A New Look for Optimised: Why Our Brand Finally Caught Up
By Sophie Byrne, Director, Optimised Consulting
Since launching Optimised, I've been hyper-focused on building the foundations. Working with amazing tourism businesses. Figuring out what we could and should offer. Proving there was a real need for what we do.
Fast forward to now, and the business has evolved a LOT. So it felt like time our look caught up too.
We wanted to step out of our comfort zone for the shoot (and took that literally) to recreate our ultimate pinterest board inspo.
From foundations to a growing team
In the early days, every hour went into the work itself. Brand photos sat at the bottom of the list, as they do for most small businesses.
Since then, our team has grown and our services have expanded. We're working with more incredible operators and small businesses across Australia and New Zealand. Today we help them navigate:
Digital marketing: social media, content, email and campaigns
Online distribution: OTA strategy and listing optimisation
SEO: helping operators get found on Google
AI search: making sure businesses show up when guests ask tools like ChatGPT for recommendations
And everything in between.
A new logo, then new imagery
We updated our logo first. Once that was done, our old imagery didn't feel like us anymore.
I wanted these photos to feel approachable, energetic, fun and professional. Not necessarily "corporate".
Here's the thing: we work in a fun industry, with fun businesses. The human element is still at the heart of everything we do, and our brand should show that.
We wanted these new photos to feel playful and fun, just like the tourism industry.
Why this matters for your business too
We say it to our clients all the time, so it was time we listened. Your imagery is often the first thing a potential guest or client sees. If it doesn't match who you are today, it's working against you.
A few signs it might be time for a refresh:
Your business has changed, but your photos haven't. New services, new team members, new tours.
Your images don't look like the real experience. Guests should recognise what they booked.
You're reusing the same handful of shots. Across your website, socials and OTA listings.
Your logo or branding has been updated. Everything else needs to match.
You don't need a big agency shoot. You need photos that feel genuinely like you.
