Case Study - Craft Theory
I had the pleasure of working with the one and only Meredith Russell, the owner of Craft Theory to photograph her Content Creation Day. Nestled in the heart of Lakewood, WA, Craft Theory is the ultimate destination for all your creative needs. From classes and events to a curated selection of over 30 local artists in our retail area, there's something for everyone at Craft Theory.
But what truly sets Craft Theory apart is Meredith's recent addition of business coaching services to her already impressive list of offerings. Meredith is a true trailblazer, juggling and running multiple businesses, one of which is teaching CPR and First Aid classes with her mom. She is also serving in the army, and even plays the French horn! She realized that in order to truly elevate her brand, she needed to invest in professional brand photography. And that's where I came in.
September 2022The goal was to create high-end imagery that showcases the creativity, fun, and experimentation of Craft Theory that would be used to upgrade the brand and speak directly to the target market with clear and focused messaging.
Meredith reached out to me when she realized she was struggling with coming up with enough content and specific photos for the new services she wanted to offer. She knew that as her brand was expanding and growing, she needed to make sure she was speaking directly to her target market with clear and focused messaging. And let's be real, selfies just weren't cutting it anymore.
Together, we crafted a game plan for a brand photo session that truly grasped the essence of Craft Theory and all it has to offer. The result? Stunning, high-end imagery that showcases the creativity, fun, and community that Craft Theory is all about. So come join the fun at Craft Theory and let me capture the magic through my lens!
EQUPMENT
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Nikon D610
The Nikon D610 is a full-frame DSLR camera known for its high image quality, fast autofocus, and low light performance, making it ideal for capturing the spirit of the business.
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50mm Lens
The 50mm lens is a versatile lens that provides a natural perspective and is great for capturing the atmosphere of the business.
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28-300mm Lens
The 28-300mm lens offers a wide range of focal lengths, making it perfect for capturing a variety of subjects, from wide-angle shots of the entire space to close-up shots of individual pieces of artwork.
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Off-Camera Flash
The off-camera flash was used to provide additional lighting and control the lighting of the subject, allowing for more creative possibilities and achieving the desired look and feel.
During the brand photo session at Craft Theory, my lighting was a combination of off-camera flash and natural light to capture the essence of the business. By using an off-camera flash, I was able to control the lighting on the subject and create the desired mood and atmosphere. At the same time, I also used the natural light present in the space to create a sense of realism and to showcase the true beauty of Craft Theory.
I also used the principles of composition to guide the viewer's eye through the image and to create a visually appealing image. I played with the placement of elements within the frame to create a sense of depth and movement.
To add visual interest to the images, I used a variety of depths of field, such as shallow depth of field to blur the background and make the subject stand out and deep depth of field to keep everything in focus and create a sense of space.
Finally, I used post-processing techniques in Adobe Lightroom to edit and enhance the images, to achieve the final desired look. The resulting photographs are visually striking, premium images that exhibit the artistic flair, joy, and sense of community at Craft Theory.
TECHNIQUES
My creative process for the Content Creation Day at Craft Theory began with an initial inquiry from Meredith. After we connected, we had a zoom call where we chatted about her brand and what she wanted to convey through her imagery. I asked her a series of questions to get a true sense of what her brand was trying to say and what message she wanted to convey. In addition, we spent some time selecting the locations and props that would be used in the photo session. I worked closely with Meredith to find the perfect locations that would showcase the unique atmosphere and feel of Craft Theory.
To ensure that I was fully aligned with her vision, I gave her a list of prep work, which included tasks such as performing a marketing strategy audit and creating a mood board on Pinterest. I ask all of my clients to provide me with a mood board so I can visually see what they are expecting the photos to look like, and get a sense of the style, colors, and overall aesthetic they are aiming for.
Once I had a good understanding of her brand and vision, I began planning the photo session, taking into account the equipment I would need, the lighting, composition, and other technical elements. I also started to think about how I would use storytelling and composition to convey the message of Craft Theory.
CREATIVE PROCESS
Meredith wanted to make sure that her brand was represented in the best possible way, so she invested in the VIP Experience for her brand photo session. This experience included a hair and makeup artist joining us at the beginning of her Content Creation Day, to ensure that she looked and felt her best in front of the camera. I also made sure to take care of the little details, like bringing her coffee and we went out to lunch at Panera Bread together.
In addition, I also spent extra time editing her photos to ensure that they were of the highest quality and truly represented her brand. This included color grading, retouching, and other post-processing techniques to create the final desired look. The VIP Experience allowed Meredith to relax and enjoy the photo process, knowing that she was in good hands and that her brand was being represented in the best possible way. The outcome was a series of elegant, high-quality images that effectively depict the artistic expression, fun, and sense of belonging at Craft Theory.
ADDITIONAL SERVICES
RESULTS
One of the key goals during the Content Creation Day at Craft Theory was to capture a new image that Meredith was comfortable with replacing her old photo on her "about" page on her website. We understand the importance of having a professional photo on the "about" page, as it is often the first place potential clients look when they visit a website. We wanted to make sure that the photo was not only visually appealing but also represents Meredith in a way that she feels confident and proud to have as her profile photo.
So we made sure to take a variety of head and shoulder. photos, trying different poses, lighting, and backgrounds, to find the perfect image that Meredith was comfortable with. We also worked with her to ensure that the photo captured her personality and that it was a true representation of her brand.
In the end, we were able to find the perfect photograph that Meredith was thrilled to use on her "about" page. The new photo not only added a fresh look to her website but also helped in creating a consistent image throughout her website and other social media platforms.
GOAL - ABOUT PAGE
The brand photo session at Craft Theory was a project aimed at capturing the essence of the business and creating high-end imagery that would elevate the brand and speak directly to the target market with clear and focused messaging. The project included a combination of off-camera flash and natural light, composition, storytelling, and post-processing techniques in Adobe Lightroom to create stunning images that showcase the creativity, fun, and community of Craft Theory.
Before her photo session, Meredith, the owner of Craft Theory, was struggling to launch her higher-end products. But with the help of the new brand photos, she was able to successfully launch her program and it was sold out within less than two weeks. The photos helped her to present her higher-end product in a more professional and appealing way, resulting in more people signing up for her program.
The results of the brand photoshoot were not only a set of visually stunning images but also a powerful visual communication tool that helped Meredith to drive sales and achieve her business goals. The images helped her to elevate her brand and build trust with her potential clients, which ultimately led to the success of her program.
GOAL - Hghger End Offer
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The images helped to elevate the brand by showcasing the creativity, fun, and leadership of Craft Theory. The images were able to communicate the value of the business and its services in a visually appealing way, which helped to attract new customers and build trust with potential clients.
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The images helped to communicate the message of the brand more effectively. The images were able to convey the essence of the business and the services offered in a clear and focused way. This helped to speak directly to the target market and to create a sense of connection with potential customers.
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The images helped to drive sales for the new higher-end product, the Creative Core Connection program, by presenting it in a more professional and appealing way. The images helped to communicate the value of the program and to build trust with potential clients, which ultimately led to the program being sold out within less than two weeks.
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The images helped to improve the overall look and feel of the website, social media platforms, and other marketing materials, creating a cohesive image throughout all the communication channels.
The final product of the brand photo session at Craft Theory, an online gallery of high-quality, visually stunning images, helped the brand to achieve its goals in several ways
“I feel so much more prepared to market my business moving forward for the next few months. Caitlyn really understood what I wanted the brand to be, and we were able to showcase some new ideas and projects that we have coming out. I highly recommend that if you need a branding session, that you choose to work with Caitlyn for her Content Creation Day”
— Meredith Russell | Craft Theory
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