The Need The client had two specific needs for us to meet that they wanted us to help with. The first of these was the development of a photographic style which reflected the brand and would work across multiple product lines. The second was to ensure consistency in the production of product photography which would deliver consistent results over an extended period of time as new products were added. The Challenge Creating an online customer journey that reflects the in-store experience would mean that the firm needed to create a website that offered the same feel and look as their physical stores – and images of the firm’s product range would be critical to success. They needed professional input to achieve this and decided, after reviewing our portfolio that we, were keen to work with our team. The Solution Whenever we work with a client, we take time to understand their project so that we can deliver exactly the images that the brand requires. Once we had completed this initial work, we created a set of style guidelines which would ensure photo consistency and reflect Milton’s brand values. The style guidelines also include lighting and positioning information so that photographers can pick up the style guide and replicate the appearance of the images making reference to the list of watchpoints we created. The style guidelines also include lighting and positioning information so that photographers can pick up the style guide and replicate the appearance of the images making reference to the list of watchpoints we created. For this client, we developed an approach where each product line had a standard photo that would reflect the standard and style that would be used for all other products in the same category. We developed several options and agreed on a final proofed version with the client. For each of these standard shots a set of guidelines were also created. For shirts, for example, this includes keeping the top button open, ensuring symmetry between the arms and collar and using a clip to tighten the waistline. The Result The team at Miltons were pleased with the style guidelines we created which enabled them to think strategically about the imagery and visual language they wanted to use to communicate the brand and create the online experience they were looking to develop. Every product photo is now produced to a consistent brand standard right down to every last detail including lighting, styling and product line specific details. This approach has also made it much easier for the client to work with different photographers, with less communication needed and much more image consistency. Working together we have put in place the foundations for a strong brand identity which can be periodically refreshed to ensure that images remain contemporary and up to date.
