Be the glue

‘I like shooting a wide range of work and don’t want to be pigeonholed doing the same thing all the time.’

This is something I am often told by photographers.

But how do you stay consistent (so you don’t confuse people) and still get a nice diverse range of work?

It’s easy.

Focus on style, not subject.

Think about a major campaign for a brand like Amex who want to show what you can buy: A diamond ring, a holiday, a car.

Or a content library showing different people in different locations interacting with various products.

When all the images FEEL the same any consumer landing on any one is given more than just the logo as a visual clue to the brand.

Jayden Ostwald’s images above for Aston Martin do exactly that.

When visually discerning creatives land on your website, or Instagram feed, they’re looking for this. They want to know that you’ll deliver a consistent look and feel, whatever the genre, wherever you shoot, however many images.

In fact, it’s YOU who will be the glue to hold everything together for that brand.

It doesn’t matter if you want to capture fashion, farmers, cauliflowers and hamsters, so long as your brand voice remains the same.

And the more authentic, emotive, and unique the better.

What’s your brand of ‘glue’?