Selina and my team had already journeyed into
a vision quest to determine what works for me when
creating my new print book. We tested and experi-
mented with food subjects that I feel passionate about.
Ultimately, I built a new body of work that speaks to my
visual integrity, one that is defined by my personal
choices for focus, color, texture, composition, subject
matter, contrast, angle, environment, and intent. In the
end we built a portfolio which speaks to our vision at
Imstepf Studios. The visual in the print portfolio is my
product and my Web site needed to speak the same
visual message, as it is a key component in the market-
ing arsenal we use at Imstepf Studios.CHOOSING A VISUAL DIRECTIONIf you currently do not have a print portfolio that is vision
based or have not yet to taken the step to define your vision, do
so now and thenbegin to develop your Web site. To develop a
site without an understanding of your visual message is the key
mistake that too many professionals make. The format, color
scheme, and design of your online portfolio won’t matter if the
content and message are scattered.
Developing your visual direction is no easy task. It looks dif-
ferent for everyone; however, there are key steps that you can
take. Charles shares his process with us.I knew that I wanted to shoot food, all of it. After
much soul searching and experimenting, I determined
that beautiful plate shots and still life were the two types
of food shots that I loved to do. I was not willing to give
up one for the other. I wanted two books and Selina
kept pushing to incorporate it all into one body of
work. I couldn’t see what it would look like. Selina kept
telling me that buyers are single focused and she said it
would be difficult to market two separate books, one
that promoted me as a still life shooter and one as an
editorial food photographer.CHAPTER19 / ONLINEPORTFOLIOS THATSELLChapter 19.qxd 6/25/07 7:22 AM Page 121