Any photographer calling themselves a professional can’t help but have a personal style. It’s what sets you apart; it’s the way you see the world. But if that style remains static over time, then you’re shooting the same photo over and over again with different people, and you’re dead in the water.
I just had an opportunity to revisit a couple of executives at my longtime-client Cerulean Pharma. I produced Cerulean’s original life science portraits in 2009 when it was a fledgling startup, and they asked me to update their portraits.
Successful companies, like successful photographers, can’t afford to remain static. Cerulean expanded, moved to new digs, became established. Hello theme.
Here are two new portraits of previously-photographed executives, with the older ones underneath:
Notice how the new images have a more polished, established, and confident demeanor.
Every photographer wants to shoot for growth companies: they get bigger and have bigger projects. But as companies grow, they get more sophisticated, and this is the time when a lot of photographers lose their clients.
I believe a photographer’s visual sensibility has to evolve in tandem with their clients’ growth. As your clients mature and come into their own, your photography has to embody that confidence and stature as well.