Anyone with a smartphone can be a photographer now, it seems. Yet just as being able to play three chords on a guitar doesn’t make you Keith Richards, so owning a smartphone doesn’t make you a capable image-maker.
Alongside skills in things such as typography, layout and strategic thinking, today’s brand designers need to harness the value of great photography, and know how, why and where to use it. Photography can make or break projects, whether they be packaging designs, brochures, posters, printed promo tools or vast billboards – both in terms of how it’s used on a brand, and how a designer documents their projects.
“You can have great work, but if it’s not presented properly, it can ruin the look and feel of the project on your website,” says Jessica Walsh, the head of new studio &Walsh. “It can be costly to hire a real photographer, but if you’re able to do this professionally, wonderful! If you’re doing custom photography, I recommend making it worth the time and money by ensuring the work feels unique to your project.”
When it comes to self-promotional photography across project documentation, social media posts, staff portraits and more, such imagery should align with your values and personality as a studio or creative. Are you and your work, for instance, generally playful, modern, understated? Just as you’d include photography style in the brand guidelines you’d create for a client, your own photography style is a key part of your brand. London-based studio Commission says that one of the most important elements in photographing work well is creating a “mood” for each project. However, within that it’s best to keep it simple in terms of how you present your work online.
Denne historien er fra October 2019-utgaven av Computer Arts - UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra October 2019-utgaven av Computer Arts - UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Creative Space
Without’s creative director roly grant on the studio’s hand-crafted ethos
studio profile
A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world
network
THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC
project
ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs
rebrand
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?
opinion
CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE
fresh eyes
DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER
artist insight
Cindy Kang on how photography informs her illustration work
ANIMATION NOW
LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD
Project: Atoll by Studio Myerscough
Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com