Talkin’ Turquoise

We offer a lot of different types of commercial photography at Turell Group, including brand photography, business photography, lifestyle photography, and people and product photography. But what do each of these represent? We explore each in a three-part series, starting with a quick overview of commercial photography.

Those really slick, polished images that we often see in advertisements is commercial photography. As you might expect, the goal of commercial photography is to show a product or service at its finest.

The risk in showing something so polished and refined, however, is that it might appear too good to be true and set unrealistic expectations that may not match what a customer actually experiences.

“It’s a very delicate balance between perfectionism and authenticity,” says Jacob Pace, Turell Group’s senior photographer.

Keeping it Real

The challenge of commercial photography is to portray something in its best light without sacrificing those characteristics that make it unique.

In most of our work, we endeavor to photograph people and products in their environment. From professionals interacting with their customers to products in the hands of customers, there’s no better way to represent what a business or company is all about.

“We work together with our clients to understand all of this and produce the imagery they need to show their business in the best possible light,” Jacob says.

Capturing real people and products is especially important now in the age of digital image creation and targeted online marketing. While digital images can be fast and easy for anyone to create, businesses that overly rely on quickly taken photos without a lot of time and thought risk losing something important when they inevitably fall short.

“That starts to detract from the brand, and who they are,” Jacob says.

Bottom line: Authenticity cannot be faked. There’s simply nothing like thoughtfully planned and professionally taken photographs to capture the essence of a product or service while staying true to a company’s brand, goals and public image.

Understanding Brands

Maintaining authenticity in brand photography relies on collaboration and communication.

Photographers must invest time in getting to know their clients, understanding their brand, company history, values and target audience. That resulting trust translates into images that not only look good but also tell a compelling story about a company and what it offers customers.

“When you’re working with us, we take the time to get to know your brand and understand who you are,” Jacob says.

Our in-house researchers, public relations specialists, graphic designers and writers study a brand’s evolution and aspirations, ensuring every image aligns with your goals.

Your Business Goals

Our commercial photographers are experts in helping your business look its best while being true to your company’s image. We are skillful at weaving art and authenticity to better connect you with your customers. Contact us to get started!

Part 2: Business Photography: Portraying a company and its people
Part 3: Advertising Photography: Showing products and lifestyles