Brand Imagery: Collaboration Between Clients, Photographers and Marketing Firms
While I most often work directly with clients, I have also developed relationships with Indianapolis marketing firms to help them create brand imagery for their customers. Such was the case for Wharton & Power Insurance. They were working with Fresh Figs Marketing to rebrand as a formal partnership between two long-time colleagues. While they were updating their digital and brick and mortar look, they also needed fresh headshots for their new website.
“Team headshots are an important part of brand imagery,” states Jennifer Riley Simone, President of Fresh Figs Marketing. “Giving potential clients a glimpse into the personality of the team as a whole, as well as the individuals they would be working with, can help them feel comfortable about reaching out. Also, taking the shots in the office can help set a tone for the customer experience. W&P is a boutique independent shop, and I wanted that vibe to come through in the headshots.”
Wharton & Power had moved into a new stylish space in 2018, so I scouted around to find a backdrop that would provide a more relaxed feel than the typical insurance headshots. I chose their front window, which offered a nice view of the brick building across the street and set a community tone. Wharton & Power purposely chose to relocate to the Village of West Clay business community, so we subtly highlighted that in the headshots. I had worked with the Wharton half of the team before, taking portraits for their last website redesign with Fresh Figs. Then and now, it was important that I create images that could be easily replicated as staff come and go. Choosing the outdoor background allowed me to achieve this goal, knowing that those buildings would there the next time headshots were needed.
Since these portraits were specifically for the new website, my goal was to capture the individual as they supported the company brand. The small, personalized focus came out immediately as I began to shoot. The team was relaxed and friendly, not stuffy at all, so it was easy to capture that approachable look. Neither Jennifer nor I had told them what to wear since we wanted them to be comfortable, but they ended up being coordinated which looks great on the website.
Scott Wharton shared his thoughts on our time together:
“Paul went above and beyond for us during our photoshoot. He ended up having to come out twice to accommodate travel schedules. The first round, he arrived on time, took the images quickly, and gave us great pictures. Unfortunately, the second shoot was not so smooth. Paul ended up having to hang out with us for 45 minutes while one of our team members fought traffic. We were grateful that he made room in his schedule for this snafu. He was tolerant, patient and yet again gave us great photos.”
Working with a client again years later is fun for me, especially when I see improvement. The images for the 2018 go around were more refined than my 2014 shoot. I can see my techniques evolving, allowing me to better capture the personalities of my clients. Also, as time goes on, we can collectively see that headshots taken 10 years ago when LinkedIn was newer are more of the standard formal look. As social media has evolved, so has the headshot, where more relaxed and personable images are required to stand out in the sea of faces. I enjoy this new style of brand imagery because my favorite part of my job getting my clients to bring out our their particular selves in our shoots.
Collaborating with marketing firms allows me to play a part in shaping the look of a brand as a whole, not just the individual. From professional headshots, to location and event imagery, I can bring a personalized visual element to the overall brand. A team that includes the agency, the client and the photographer can offer a truly personalized look to a company image. If your team is looking for a photographer, contact me here.