Camera Hospital Brand Bible

CA M E R A H OS P I TA L 1

Trust your own instinct CA M E R A H OS P I TA L 2

CA M E R A H OS P I TA L 3

CA M E R A H OS P I TA L 4

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C A M E R A

H O S P I T A L

C O N T E N T S I N T R O 20

H I STO RY

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COMMENTS

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E D I TO R ’ S N OT E

I D E A

A LT E R 42

E G O

ARCHETYPE

E X P E R I E N C E

46

THE PROMISE

70

SOCIAL MEDIA

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LOGO

72

C O L L AT E R A L S

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T Y P E FA C E

80

PAC K AG I N G

64

COLOUR

O U T R O 82

INTERVIEW

I N T R O

ABOUT & HISTORY

Q

uality and affordable camera after-care, with a team of trained and qualified repair specialists, we are able to handle cameras of all makes, sizes and formats. Using only genuine parts we offer prompt, quality services at fair prices.

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C A M E R A H O S P I T A L 21

1930-1968 3 OWNERS

1968-PRESENT STEVEN

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C O M M E N T S FACEB OOK

WEBS I T E

Fantastic shop! I would always come here with camera troubles.

Expert advice, excellent service & very good value! Definitely recommend, thank you for saving my camera! @J****** Review on Camera Hospital Jun.20,2014

There was mould on my fav lens. A day later, after Steven worked on it, it was gone! Apart from that lens, he worked on my camera and three other lenses too. Great work! Will definitely send my gear to Steven for cleaning and servicing. @F****** Review on Camera Hospital Dec.29,2016

Steven is a very professional and friendly guy. I brought in my faulty Canon 70D today and I told him I need the camera to be repaired urgently. He did a good job in repairing it! Now I can continue my photography :) Thank you, Steven!

Original spare parts. Grade A service

@A****** Review on Camera Hospital Aug.9,2013

@B****** Review on Camera Hospital Feb.9,2013

Camera Hospital brought my old camera back to life

When my cameras need a check-up, they only head to Camera Hospital

@V****** Review on Camera Hospital Aug.3,2012

@S****** Review on Camera Hospital Oct.16,2011

Even the professionals come here.

That says everything!

Professional and speedy camera repair

@G****** Review on Camera Hospital Mar.9,2013

@K****** Review on Camera Hospital Aug.6,2017

@J****** Review on Camera Hospital May.17,2017

Great service. I’ve had multiple cameras serviced here, and service has been excellent, turnover times are fast and prices are very reasonable for the meticulous work done. Have never had to bring a sick camera back after the first visit.

Recommended! @J****** Review on Camera Hospital Sept.23,2015

boss save my d5100 , 18-55mm , 75-300 tamron sp back to normal again , his advice are good and professional

Honest service and assessment and great people working there. Would highly recommend going here if you need your camera repairing in SG...

@M****** Review on Camera Hospital Mar.5,2013

@A****** Review on Camera Hospital Jul.19,2016

C A M E R A H O S P I T A L 24

Thank you for saving our camera while on holiday in Singapore.

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EDITOR’S NOTE

I

grew up as an active kid. Played basketball, soccer, table tennis, tennis, swimming, golf, track and field and many other sports that were available in Singapore. I was never a kid who liked photography, or art for that matter because my parents never exposed us to these things. All they wanted us to do was to focus on our studies and prayed that we passed everytime we handed them the report card.

Everytime I failed my exams, my father would reprimand me for a whole day because he plays the “Mother” role in the family. But he never gave up. Time and time again, he would believe and trust that we would still somehow decide to study harder and become a better person. It is never easy to trust someone. There needs to be a connection. People don’t just trust you because you are good anymore. They trust you because they want to and they feel safe to.

My Father is still that person till this day.

Melvin

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“Trust is a measure of the quality of a relationship”

B

efore a person places her trust in someone else, she carefully weighs the question “How likely is this person to serve my interests?” When people’s interests are completely aligned, trust is a reasonable response. (Because both the patient and the surgeon, for instance, benefit from a successful operation, the patient doesn’t need to question the surgeon’s motives.) A fairly unsophisticated leader will assume that everyone in the organization has the same interests. But in reality people have both common and unique interests. A good leader will turn critical success factors for the company into common interests that are clear and superordinate.

Trust is a measure of the quality of a relationship—between two people, between groups of people, or between a person and an organization. In totally predictable situations the question of trust doesn’t arise: When you know exactly what to expect, there’s no need to make a judgment call. The turbulence of outsourcing, mergers, downsizing, and changing business models creates a breeding ground for distrust.

The Decision to Trust Robert F. Hurley Harvard Business Review

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A L T E R

E G O

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THE SAGE

P R I M A R Y

E G O

“The sage wears clothes of coarse cloth but carries jewels in his bosom; He knows himself but does not display himself; He loves himself but does not hold himself in high esteem.” ~ Lao Tzu

S E C O N D A R Y

E G O

CAREGIVER

“When you’re a caregiver, you need to realize that you’ve got to take care of yourself, because—not only are you going to have to rise to the occasion to help someone else—but you have to model for the next generation.” ~ Naomi Judd

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I D E A

THE PROMISE Brand Mission Ensure that every customer that walks in will feel that their gears are in good hands Brand Statement A brand that provides more than just services. A brand that educates, enriches, and remembers you

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CH A M E R A

O S P I T A L E S T A B L I S H E D I N

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1 9 6 8

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T

he concept behind the brand logo derives from the initials of the brand name “CAMERA HOSPITAL�. Combined

together, the outline of a camera can be formed. In addition, the idea to include the established year 1968 seeks to accentuate the history of the business, proving experience and expertise.

The logo aims to be simple, direct, and essentially minimal.

Focusing on quality services, there is no need for complexity and sophistication.

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K E L S O N

C O R M O R A N T

H E A D I N G

Body

S UB

HEA D

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COLOUR SCHEME

T

he colour theme revolves around a monochrome effect. One of Camera Hospital’s values is to preserve the moments and appreciate the valuable things in life. A black and white theme serves to stop time and focus on the precious moments. Whether it is an antique camera that holds a sentimental value or a DSLR that has been there for you, it doesnt matter, because Camera Hospital understands these moments.

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E X P E R I E N C E

S O C I A L

M E D I A

A strong social media engagement serves to connect with the younger generation. The variety of products, old and new, reminds people that the brand services not only old, but new cameras and gears.

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C O L L A T O R A L S STAMP

N A ME CA R D

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PAC K AG I N G

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SIGNBOARD

STOREFRONT SIGN

C U S T O M E R

E

F I R S T

verything that CH does, is focused on what customers want, need, and require. A pouch is not just a pouch, it is to keep something safe. A camera, a lens. CH’s aim

to is serve the needs of customers and we want our customers to know that we care about them, just as they care about their cameras and gears and anything that may be of special value to them. Hence, explains a thank you card with camera care tips and a cleaning cloth that every customer will receive upon collecting their cameras.

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INTERVIEW STEVEN - OWNER Interviewee: So what are the common issues that people come to you for?

Interviewee: What do you see in the next few 5-10 years?

Steven: Common issues would be you drop your camera, maintenance.

Steven: This is a lifestyle hobby. Definitely this camera hobby will not die.

Interviewee: Are there a lot of customers who come in for maintenance?

Interviewee: What is the one thing you wish we had more at our current age in the line of photography.

Steven: I don’t know, this camera shop has been around for almost 100 years what do you think? Haha

Steven: Currently, I think we have a luxury to choose. I think that is very bad. I thought we don’t have to have so many things. Like a camera, you only need one. Like a spouse.

Interviewee: According to research understanding, customers always go back to service camera centre when there is spoilt.

Even when their warranty has already ended.

Steven: Its actually a matter of how comfort.

Like when you eat a plate of mee rubus, there are so many stalls out there selling the same thing. But if you go to the one you are comfortable with. That’s about it actually. It’s life. It’s not so much about comparing to what you can give. Although that is important. It’s about who is cheaper. It’s all about HOW COMFORTABLE YOU ARE. Interviewee: Has there been any significant changes since you’ve been in this business for over 40 years?

Steven: Well basically, maybe from analog to digital. That phase. But business, maybe the I would say in this current age, if someone buys a cheaper camera, they won’t bother to repair.

So now it’s usually the more expensive cameras that people would bring in to repair.

Interviewee: I understand you have stopped selling your antique cameras Steven: Yes I don’t sell anything. My previous statement.

Nothing much has changed. For me to sell something new to my customers, I don’t feel good.

Steven: I am not abide to promote a brand Interviewee: But definitely you get offers to buy your old antique cameras right.

Steven: No I don’t sell my cameras anymore. I prefer to have them around, to keep as memory for me Interviewee: So theres a lot of sentimental value I guess.

Steven: I guess it’s a yes and no la. Too many. Now I don’t feel like selling. Maybe when I get older, probably.

Maybe have a small museum?

Steven: But there has been a change of more people coming in with analog cameras in the recent years. Because digital is everywhere.

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S P E C I A L Steven - Camera Hospital David Tan - Father Amy Lam - Mother Clarence Tan - Brother Krystal See - Girlfriend Cheelie - Creative Director Class of 2017 SUSS 391 & 393 Terrence -Lecturer Will-Lecturer Keith Tan - Lecturer

T H A N KS

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A

B R A N D

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D O C U M E N TA R Y