The Thinxtra Story

a startup Story

Thinxtra is a company that creates simple low energy tracking devices.These devices send small amounts of data back to relay stations.The data enables shipped or transported items to be tracked across the globe.

The beauty of these new products and accompanying technology is that they provide tracking certainty to shipping and manufacturing companies.


The Art Of Creating Flow

Collected data can tell a shipping or manufacturing company exactly where its consigned shipped items are, at any given time. 

As product delivery systems are only good as their weakest link, this technology has been created to override the possibility of simple human error, so valuable items can no longer get lost in transit. 


This level of product accountability can save companies thousands of dollars every year, in reduced loss.In addition to this knowing where all your available stock and assets are as you tap on your iPad. This can increase performance and drastically reduce warehouse searches and improve flow within any business, leading to a competitive edge in manufacturing.

“Thinxtra is a Tech company with spirit and purpose.”


The challenge for Thinxtra’s Brand was how to visually communicate the balance that is needed to be the pioneering spirits that are the driving forces behind a developing business. 

It takes a very centred person to balance freedom of thought and strength of character in a way that focuses the mind and the will in equal measure.

LOIC 001_I0A3817 B&W


To create the overall look the images they needed to be black and white, as all data is binary (ones and zeros). 

However to tell this story well, there needed to be a connection to the environment as this is was part of their brand essence.

To create a natural look and feel in the images I did a location scout around Lavender bay, near North Sydney. 

The bay offered plenty of great spots to shoot. I placed each staff member in situations where they would feel relaxed and connected to their environment.

I presented each member of the senior leadership team as uniquely as I could, so each portrait would tell it’s own story, while still keeping a cohesion amongst the portraits.

The SLT each presented themselves in ways that show their personal strengths. This was the common denominator that played into a collective character of this startup.

Crafting the finished Product

Each image was retouched and to create the right balance of tone and contrast as a metaphore of a young company with a clear vision and a bright future. 

For further information on this growing business check out their website

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google