Start-Me-Up Labs is a pop-up project designed to help startups in Sydney get off the ground with a collection of ‘off-the-peg’ branding elements. For The People approached me to help create a set of photography packs that startups could choose from, based on four different personas - Disruptors, The Crazy-ones, Culture Geeks and Traditional entrepreneurs. Each set captured a different mood that a start-up could associate with, allowing them to introduce these into their new brand and tell a story about their new fledgling business.