In a highly competitive DSLR camera market, Canon EOS asked us to find a new way to connect with photographers. Rather than focusing on the technology of the camera, our insight was to focus on the human benefit of what great photography is all about – Inspiration. And so we built a new multi-layered platform called ʻThe World of EOSʼ, whichphotographers could use to be inspired, and inspire each other.

As a new channel of entertainment for Canon, our challenge was to create a design identity which would represent Canon Professional Photography, while conveying the years of time and craft which are invested in a professional photographers career.

The World of EOS is one of the worldʼs fastest growing communities of photography online, with over 50,000 collaborating members joining. Canon EOS grew value by 13%, overachieving category growth by 40% in 2011. Canon value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010. By December 2010, Canon EOS Awareness increased to 43% vs. 30% in December 2009.

The World of EOS continues to grow everyday as a source of inspiration forphotographers. While the platform is essentially owned by the photography community, we keep the conversation alive with a constant stream of new ideas, updates and feedback. The platform has redefined how photographers interact, transforming photography from something people traditionally create on their own, into a new way to be creative and interact with others.