How to Succeed in Commercial Photography : Insights From a Leading Consultant

PART1 / VALUES

Both David and Rob can be described as “lifestyle” shooters.

However, their visual approaches differ hugely. Rob’s work

is clean and graphic. His locations are as important as the

people in his images. In some cases the locations are even

more important to the overall shot than the subjects are. Rob’s

people are props with body parts evident more than their

personalities. The overall feel is hip, contemporary, elegant,

and cool.

When we look at David’s work we feel as though we are

looking at a film or a painting. David’s tones are dark; his

lighting is rich and deep. We feel connected to the people in

his portraits. We are voyeurs as we view the moments in the

scenes he has carefully crafted. His models are elegant and

often waiflike. The overall effect is moody, sensuous, and

elegant.

Here we have two photographers who have chosen the

same subject, but who have very different visual approaches.

Their visual approach is what sets them apart. It is clearly the

how of what they do. This visual approach is what a client is

buying.

Your job is to develop and articulate your visual approach.

Once articulated, you will need to write it down and use it as

your main marketing message. Later, that description will

become the editing tool for all portfolio images and for any

visual mailers that are sent to contacts. In addition, it will be

used to help you to select images for inclusion on your Web site

and on ad portals. That is how you begin the process of build-

ing visual value and visual brand identity.

Robert Kent and his team pay close attention to the brand

created from his vision, as Nikki explains:

When we have creative, marketing, and strategy

meetings, the brand is always the focus. It helps us to

keep on message, because it is the message. It’s as if the

brand (look) becomes the client. As we create our sales

tools from the images we choose to display on our

Web site to our print portfolios, we are not meeting

a “buyer’s” needs, rather we are motivated by a

vision that we have developed and are responsible for

maintaining.

Chapter 03.qxd 6/27/07 9:01 PM Page 18