Thanks for coming out of retirement Dan, and for the reply. I have tried this approach (Local projection) and its not what I'm really aiming at. The jpeg image will have no reference to projected/geographic space. It will be an image of a vertical cliff face. I want to create a Cartesian reference system based on the pixel location in the image (e.g. if the image is 100x100 pixels, 0,0 is bottom left - 100,100 is top right). I can then trace sedimentary units and other features and assign attributes to each feature and undertake other GIS odds n sods to it. Again, I've done this in MapInfo with ease, but I'm having to use ArcGIS Pro in this instance.
Cheers
C