With the rise of the Internet and social media, personal branding has became essential. From Barrack Obama to Madonna all celebrities and professionals promote themselves as brands. Even if we don’t realize it – this phenomenon influences us a lot.
Consider photography as a branding tool.
Not long ago I photographed two professional interior designers. My focus was on the importance of a minimalistic look to enhance the professional image of a person.
Of course it’s the character, business-like skills and achievements that create the true value of a person but taking care of the external beauty details is the icing on the cake. It’s crucial especially in the art & design business.
A fine soul in a fine body.
Being that our photograph is a representation of ourselves, it needs to build trust and strengthen our CV or the business we run. That said it shouldn’t overshadow it. For me, it’s a modern representation of Kalos kagathos (Ancient Greek: καλὸς κἀγαθός) – a phrase used by classical Greek writers to describe the complete human personality: harmonious in body and mind.
Photographing their personality.
I want my photographs to show someone’s personality and charisma trough the visual image. There are several ways to attract the observer attention. My favorite is focusing on the eyes, after all the eyes are the window to the soul.
Working with a makeup artist.
When I’m photographing a portrait I work with a professional makeup artist, as I want to enhance my model’s best features. Cooperating with someone who can build form with shadow and light is very important. It’s not easy to achieve a type of a makeup that looks good on camera because it tends to “wipe out” 50% of it. I always want the makeup to stand out more than usual but also to keep the natural look.