Alana and Heidi are a dynamic creative duo with a dedicated focus on the photography industry. Curious and bold with considerable initiative, we bring collaborations and client projects to life. As independent photographers and curators, our work is informed by personal experience and insight, alongside a commitment to contribute. A nimble team with a genuine love for photography, we provide high-quality services to our clients across many time zones from our studio in the Victorian goldfields, Australia.


— Image by Katrin Koenning

Heidi Romano
Design. Creative Direction. 

Curation. Printed matter.

+61 401 679 496


Alana Holmberg
Copywriting. Communications

Strategy. Multimedia

+61 409 143 387
Website | Instagram


Heidi Romano is an independent curator and creative director working in the wider field of photography and design. As a multidisciplinary designer with a particular focus on branding, typography and photography she is inspired by all forms of publishing. Heidi has 20 years of experience and continually experiments with new ideas from printed matter to exhibition design, conferences and digital media.

A big believer in online and offline communities, she was the founder and festival director of Photobook Melbourne (2014-2016) and curated Unless You Will, one of the first online photography magazines (2009 - 2014). Unless You Will also morphed into a one-off weekend of photography conversations in early 2017.

Heidi is an occasional guest speaker, workshop facilitator, and regularly a judge, nominator & reviewer for various photography and photobook awards and grants worldwide. Always a dreamer and passionate gardener, she is currently living in a small, off-grid cabin in the heart of the Goldfields region in Victoria, Australia.

Alana Holmberg is a communications consultant, writer, photographer, project manager, and event manager. 

In the field of communications, she has worked in-house and agency-side across the arts and NGO sectors, as well as federal and municipal governments in Australia and the UK. She has provided strategic communications advice and implemented successful marketing and communication plans for major campaigns, initiatives and events. Interested in storytelling and online content, Alana has a passion for developing high-quality brand written and visual content.

Following six years working in marketing and communications, Alana changed course to photography in 2011. Today she is an award-winning portrait photographer, a freelance editorial photographer, an occasional guest speaker, and educator. Unless You Will Studio brings Alana's two areas of expertise - photography and communications - together for the first time.


The Story So Far


Heidi Romano founds Unless You Will Journal


Heidi moves from Melbourne to the Victorian Goldfields


Unless You Will Journal wraps up after 30 issues (see the archive)


Heidi switches focus to Photobook Melbourne


Heidi and Alana meet for the first time over coffee and cake, first of many


Alana joins Photobook Melbourne as volunteer writer & champagne pourer


Unless You Will Journal archive published on Medium


Heidi hosts Unless You Will Conference, Alana is a guest speaker


Alana receives The Pool Grant, collaborates with Heidi on exhibition curation


Alana and Heidi work on major projects for World Bank, Photography Studies College & Oculi Collective


Over whiskeys on the porch, the idea of forming a business together is born


Heidi joins LensCulture as Art Director, Alana follows shortly after


New York! We work on LensCulture’s group show at Aperture Gallery


In the sweltering heat of Arles, we commit to relaunch Unless You Will as a creative studio


Unless You Will Studio launch, 10 years on!

Design &

Studio 62
1 Halford Street
Castlemaine 3450

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