Photography retailer Wex Photo Video has undergone a rebrand, shifting from a “product-focused retailer to an experience driven destination” for content creators.

Wex Photo Video partnered with independent creative agency Mynt to refresh its brand narrative, rebuild its messaging framework and create an overarching creative platform.

Its new platform is designed around human connection, service and expertise and aims to resonate with its professional consumer base and emerging creators.

Paul Wareham, marketing director at Wex Photo Video, said: “We wanted a partner who truly understood our world – creatively, commercially and culturally.

“Mynt brought all of that from day one. This rebrand is about making sure that everything we communicate reflects the quality, expertise and passion that has always defined Wex and we’re excited to see that story told in a way that resonates with the next generation of photographers and filmmakers.”

Also included in the rebrand is a brand new tagline ‘Where Vision Is Captured’. The retailer also introduced a new colour palette made up of cyan, navy and grey.

The retailer offers over 30,000 products and has 15 stores nationwide.

It will be rolled out across campaigns, content and in-store experiences throughout 2026.

Ollie Patterson, managing director at Mynt, added: “As a creative agency who have been customers of Wex ourselves, the opportunity to rebrand the business and help shape it into the home for creatives was one we couldn’t miss.

“Wex already has incredible foundations – trusted expertise, an extensive product range and a genuine understanding of its audience, and this project is about ensuring the brand experience fully reflects that.”

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