Lorentz Gullachsen Photographer

Brand Photography

The term "Brand Photography' has been around to my knowledge since the 1980's , in fact 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...

CIRQUE - Sculpture or could it be a product?

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...

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...

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...

Video Production to promote Shakespeare's England as a Welcoming Tourist Destination.

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...

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.

Clean Up.

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...

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...

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...

Project postponed - Hospitality Stars - Portraits.

Sadly the impact on the Hospitality and the tourism industries of the Coronavirus has made the project Hospitality Stars a challenge to coordinate and execute, I am therefore postponing this till such times that it is appropriate to revive, my thoughts are with those who have lost loved ones and all in the hospitality industry that are affected by the impact of the medical emergency. I hope that in maybe a years time this shall be a distant memory and we can celebrate the hospitality stars in 2021.

I am happy to announce a new Portrait Project which will celebrate the Hospitality & Food Industry in Warwickshire, Coventry & the North Cotswolds.

This is an industry that is close to my heart and began with my Nan’s Transport Cafe in West Bromwich where my mother & her brothers pitched in to provide wonderful roasts & unbelievably tasty food to long distance lorry drivers. My sister clearly influenced by this went on to hotel management, own her own bakery & outside catering company & become a hospitality industry trainer & national project manager. I too cooked in restaurants & worked in a bakery while training to become a photographer. Annual visits to my paternal uncle’s farm in Cornwall gave me a real insight into the importance of good...

Domain suspended due to old records.

Back in November I was shocked to find my email was not working, that was bad enough but I then found out my website was down. As a commercial photographer that is very bad for business !

I was in the middle of a production, but managed to establish what the problem was but little did I know what a nightmare it was going to be.

My domain,was 'suspended' due to the records been out of date and although I and many web support people should have seen the problem, it occurred way back last century .

1998 was when I purchased the domain, I saw the future and as every photographer would need to be online, it was quite a novelty with a website ahead of the game, now everyone has a site .Over the years I have had many revised and...

Portrait of Simon Sebag Montefiore- taken at the Stratford Literary Festival

What is the difference between a Headshot photographer and a portrait photographer?

It seems that everybody in business requires a headshot, often for their Linkedin profile or for the company website, business coaches and Marcomm experts all say that you should have a professional photographer produce the image but why?

A professional should be able to improve on your best selfie and produce an image that looks professional and does the job, however is the image going to give an insight to the personality and strengths of that person? A headshot may take a few minutes to produce but it is going to be seen for a long while and it is going to represent what people think about you....

Since I started taking pictures many years ago I have always had an affinity to water, my first published work was of surfers in Cornwall while I was at college and when I changed direction, from a studio to a location photographer one of the first commissions I gained was to photograph Riva Boats in Monaco, I went on to dabble in underwater photography in the Maldives and even photographed wild trout in the Cotswolds.

A couple of years ago I had an exhibition called AQUA and the river Avon certainly was featured with the ubiquitous Swan and many misty images of the water that flows through the Bards town, I would like to think that my profile was raised by the exhibition, however it was from other connections that I was approached and commissioned by Avon boats to update...

In today's demanding work culture, I often find I have to create and deliver work yesterday, but when I have done my work is completed and I have delivered the final images, I wait till the work is published before I can put anything on social media or website, and then I wait a little longer & still it can take a year or more before I can share.

One exception to this was a recent commission I recieved, the brief was to create images and portraits for Jack Childs, and from initial contact to a live Website took a month.

Jack Childs is a remarkable young man who has a great business plan and a great talent, he delivers Inner Peace coaching and required a website to showcase his work and provide the communication to his potential...

A commission to produce an image bank of Walsall Arboretum for Walsall Co

Dracula is a recent addition to the campaign for Marsh & Parsons - as a seasonal instagram and in other media, this image is running with the Halloween season that seems more & more popular, as an excuse for children to get more sweets and the country to buy thousands of pumpkins but eat very few, the celebration of All Hallows' Day seems to have more to do with commercial gain and having fancy dress parties than celebrating a religious festival. Still the same could be said about Christmas & Easter, it is however a great excuse for taking a scary pic. Have a great Halloween !

Over the years I have enjoyed a great variety of commissions mainly through the traditional route of agency or designers. They have a client that has an advertising campaign or a brochure that requires design & photography. Often pitching against a number of competitors I found myself working as an industrial or reportage photographer and travelled to Europe and much further. From Oil rigs in the North Sea and Texas to telephone exchanges in the Middle East. This work I always found interesting and I loved the variety and the challenges they presented. My more mainstream advertising work took over with what some may say was a much more glamorous commissions with travel & consumer blue chip clients. However I never stopped taking on what I call commercial industrial work, even...