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Warehouse Express Becomes wex photographic

Warehouse Express becomes wex photographic to help signify the key of their business as photography.

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WEX Photographic

Warehouse Express becomes wex photographic to help signify the key of their business as a photographic company. You can now access their website using the shorter URL of just

Norwich 1st November 2011:
Warehouse Express, the online photographic retailer launched its new brand identity today. Since 1997, the business has focused on providing customers with an extensive choice of digital cameras and accessories. As a result, it has built up a following of over 300,000 photography enthusiasts, who evangelise about Warehouse Express’ outstanding customer service and product range.

Until this point, the brand has remained a “well-kept secret” in the photographic industry and has become affectionately known as “wex” to its fans, suppliers and partners. Its unparalleled record for customer service has enabled it to fill a trophy cabinet with awards year-after-year. These awards include: Best Online Retailer for ten consecutive years (as voted for by the readers of Practical Photography and Digital Photo magazines); Gold for Good Service from Amateur Photographer and What Digital Camera; and Online Retailer of the Year for the last six years at the Pixel trade awards.

The arrival of new CEO, David Garratt, led to a dialogue with customers, suppliers and other partners about the essence of the brand. What become clear was that Warehouse Express was offering something unique in a competitive market place. This confidence in the brand’s ability to deliver consistently for customers led to a strategic decision to evolve the brand identity.

The aim of this rebranding is to retain the heritage of the brand, yet appeal to a broader consumer audience eager to improve their photography skills. After six months of research, testing and evaluation, a new brand name and logo is unveiled: wex photographic is the new name for Warehouse Express.

The new logo and name reflect the core of what matters to the brand and positions the business clearly as photographic experts. David Garratt commented, “When I joined the business I realised we had a very special relationship with our customers. Never before have I worked for a brand with such exceptional standards of customer service. All the staff are passionate about what they do. With consumers becoming more and more technically aware, we felt the brand was ready to reach out to more customers. Our new logo and name reflect everything our existing customers know and love about us as a brand. Our focus remains as clear as ever: offering customers a fantastic range of photographic equipment backed up by exceptional customer service. It’s a winning combination that we are determined to maintain.”

Customers buying from wex photographic can buy online or from the Norwich showroom and speak to advisors on the customer advice line or online via Live Chat. The wex forum is a lively community where customers and staff share views and ask for advice. The business continues to stock a huge range of digital cameras, accessories and equipment to help their customers take better photos every day. Working with all the key manufacturers has ensured that wex photographic gives customers the latest news, views and products as soon as they are launched.
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NikLG 16 1.7k England
Is that a new logo as well ? Looks very similar to the PicStop one.....
Glad to see it is only a name change Smile.

Would hate for them to be taken over by another company - as the service would bound to not be as good.
Grerat idea for name change and obvious step but the logo is a real let down.
a. it is a less dynamic, 70's version of the picstop logo
b. area aperture blades really relevant in modern photography and would new consumers get the link to photography?

Seems to have been an in-house design team decision aimed at saving money but not using a graphics team.

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