The term "Brand Photography' has been around to my knowledge since the 1980's , it is certainly well used and now seems like one of those Buzz words that are associated with the creative industry and terms that are used to replace advertising and marketing, when that is what it's all about. Marketing and communication is what commercial and not for profit companies do, they can be selling a product or providing a service, and in order to communicate the product or service to an audience they use many methods including photography.
So let's keep it simple, Brand photography is Advertising photography.
Well, yes and no, because communication is what is happening, and not always in an advertising context. The recent amazing work done by the NHS was...more
Lorentz Gullachsen Photographer & producer.
How a portrait photographer can work safely during Covid 19 restrictions.
Since March 2020, there has been a massive change in the way I have approached taking portraits on location and in a studio environment. As a member of the Association of Photographer I have a great resource for up to the minute guidance, and although most of the restrictions during the initial lockdown, were not initially clear, a professional photographer can continue his work, providing they do not break distance rules wear a mask or suitable PPE, and follow hygiene guidance.
Press photographer and others were out and about taking photographs & video, to capture all that was going on, some of the most poignant images were of NHS staff, patients and others that were directly affected by the...more
How to Photograph food with Covid restrictions.
Photography did not stop during the Lockdown in the UK in fact there are many great examples of documentary and fine art photography during this challenging time, the way the world had changed provide great opportunities to document a momental time in a world that was experiencing such a massive social and economic change.
However business had to continue and certainly there was a massive shift to remote working and the boom in online commerce, the resulting change has meant that a great deal of new visual communication images were required, to engage with audiences, there is a massive shift toward video and yet the still image is still required. Images that respond to a new way of working and delivering services. Food was a...more
New Brand Campaign for London Estate Agents - Marsh & Parsons.
In December 2019 and January 2020, I shot a series of portraits for my client Marsh & Parsons, the campaign was to be rolled out over the next twelve months on social media, poster sites and on their website. That was the plan, but as everyone is now aware the world changed drastically in a very short period of time, I was following the progress of the pandemic in the China and realised that the work I had produced would probably not get used for a while? As Lockdown happened, my bookings were cancelled, especially those involving people, which for a portrait specialist is about 80% of my workload, I then resigned myself to a very quiet time to say the least, however as I have seen recessions and massive...more
Since lockdown in March 2020 like so many others I have had little work and my marketing has involved, my social media posts, networking in the virtual Zoom world and working on the SEO for my website, I have shot personal projects but now the world is opening up, I am thinking that networking events may soon happen and life shall go back to normal?
Well we know that's not going to happen!
Social distancing shall become the new normal, networking will certainly become more on line and presenting someone you have just met with a business card, seems irrelevant ? Why would someone take a piece of card that you have touched and keep it ?
I personally love the beautifully crafted and printed cards that I have received over the years, great typography, beautiful card...more
Perfect your Video image !
The age of video face to face communication is well established, but it has now the way we shall conduct many more business & personal meetings. Face 2 Face, Google Hangout, Skype, Zoom and many other platforms are now used everyday for communication, networking & meetings.
If you are wanting to provide a good impression to the person or audience you are communicating with, then you may wish to consider these recommendations.
The laptop or phone you use is open to the elements and fingerprints, carefully use a fresh plain quality tissue or clean lens cloth & gently wipe over the lens, soft focus hazy images looked ok in the 70’s but not now. The quality of lens and equipment...more
In 1974 I established my first studio as an advertising and commercial photographer in Birmingham after graduating with a Diploma in Photography from Birmingham School of Photography which was part of Birmingham Institute of Art & Design, which in turn was part of Birmingham Polytechnic that later became Birmingham City University.
The studio was called PICTURES and was located on the ground floor at 164 High Street, Deritend, Birmingham B12 0LD. My work at this time was a great mixture of product, location and general commercial commissions that were often related to the automotive industry, part of that work was photographing models that would be part of the culture of advertising, a beautiful girl with a car or industrial product was seen as perfectly natural, as they say...more
Back in December 2019 I sadly lost my domain. www.gullachsen.com due to a technical issue with the domain I had owned and used since 1999, it turns out that the first web designer I employed, registered the site to a Leeds address and not to anyone named, along the twenty years of having a website and many updates and changes, the domain data never got changed, and then some cyber Robot found it and managed to stop it as it did not 'belong to anyone' , a day of blind panic and a breakdown of most of my email traffic, I managed to understand what had happened, and thought with a couple of days communication and making people see sense, the issue would be sorted, a blip but not a major disaster ? Wrong, rules is rules and it then became clear I could not get my website up and running...more