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Why Great Design Deserves Great Photography

7th October 2015 By Ian Winterton Leave a Comment

Beautiful buildings can almost market themselves. But you can put a much bigger audience in the picture with the right photography. Jessica Taylor, from Architype, tells us more…

 

Jess

 

The idea of a picture painting a thousand words is never more relevant than in the world of architecture. However pioneering, dynamic or forward-thinking a building project is, people will only give it the attention it deserves when they see it for themselves.

Someone who understands the power of pictures is Jessica Taylor, marketing assistant with innovative architectural firm Architype. Jessica describes great photography as ‘priceless’ for the business. It provides a golden ticket for building better media coverage and eliminates the need for expensive paid-for ad campaigns.

To understand the true power of great photography, it’s important to delve a bit deeper into Jessica’s role with Architype. As a vital cog in the marketing department, she’s required to get projects published in the media, submit convincing award entries and bid for new business. Without good photography, her job would be significantly tougher. So it’s no surprise she’s a passionate advocate of the trade.

 

©DennisGilbert/VIEW Wilkinson Primary School. Dennis is great at capturing the vibrancy and uplifting design of our education projects

©DennisGilbert/VIEW
Wilkinson Primary School. Dennis is great at capturing the vibrancy and uplifting design of our education projects

 

“Architype strives to deliver high quality in our buildings,” says Jessica. “So we want to do them justice with quality pictures. It’s an opportunity to familiarize a broad audience with your project and give a very real impression of what that building is like, so it’s high priority for us.”

With architectural photography there really is no place to hide. But if, like Architype, your designs are uplifting and inspiring, then good photography will bring out the best of that. And this can bring tangible benefits to your business. More than you might imagine, in fact.

“Our recently completed University of East Anglia (UEA) Enterprise Centre building has received a huge amount of media attention,” says Jessica.

“We commissioned a professional photographer and the images were absolutely fantastic. They led to us having an awful lot of coverage and we captured new media streams that we wouldn’t necessarily always capture.”

 

©DennisGilbert/VIEW UEA Enterprise Centre, An important focus for this project was the use of alternative low carbon materials and Dennis did a great job bringing out the textures and materiality of the finished building

©DennisGilbert/VIEW
UEA Enterprise Centre. An important focus for this project was the use of alternative low carbon materials and Dennis did a great job bringing out the textures and materiality of the finished building

 

Jessica is sure that this photography was the catalyst for the project being publicised in four different countries, landing four front overs and more than 10 feature length articles.

 

©DennisGilbert/VIEW UEA Enterprise Centre. Bringing together the colour palette, forms and spacial connections inside the Enterprise Centre

©DennisGilbert/VIEW
UEA Enterprise Centre. Bringing together the colour palette, forms and spacial connections inside the Enterprise Centre

 

“The photography was the difference between it being a news item in an industry magazine or something that developed into an in-depth extended article because the photography was really good,” she says.

“Obviously, it is largely about the design merits of the building that forms the real meat of the content, but we do live in a very visual world and people like to see amazing imagery. Good photos are the first thing to capture peoples attention and for magazines in particular, it’s important for them to project themselves as glossy enterprises; if you’ve got great pictures you’re helping them to do that.”

Jessica couldn’t be more certain that investing in good photography delivers an excellent return on your investment.

“Photography can be an expensive exercise, but you have to way-up what the return is on a successful campaign.” says Jessica. “For example, at Architype, we never really advertise. We don’t spend money on placing ads because we get great editorial, and we get great editorial because we get great pictures.

“So although photography can seem expensive, if you’re getting five or six articles in industry magazines because of your pictures, then it pays for itself.”

 

Jessica has learned a few useful secrets. Here are her top tips for getting the best from your photography.

1. Be organised from the start

When it comes to setting dates for a shoot, make sure you have a few options, not just one. As the shoot gets closer, find out the weather forecast and make sure you shoot on the best weather day. Your photographer will be able to help with this – most of them are better at forecasting accurately than a weather man! Permission is also important. Do you have permission to go into the building you need to shoot? If it’s a school, do you have permission to photograph the children or can you only photograph sensitively? Perhaps there’s a good vantage point from a nearby building. Do you have permission to go in and take a picture from their balcony or rooftop?

 

©Leigh Simpson Children learning outdoors at Staunton On Wye Endowed Primary School

©Leigh Simpson
Children learning outdoors at Staunton On Wye Endowed Primary School

 

2. Make a comprehensive list of what you want from the shoot

Normally I’ll sit down with the project architect and make a list of everything we need and put it into a floor plan so we have something to work to. It needs to be accurate because you need to know which side the sunlight’s coming in on and work around the building in a way that follows the light.

 

3. Be really familiar with copyright laws

You can’t get this wrong because it causes upset and bad feeling if you share photos that haven’t been paid for. Respect the photographers you work with. It’s their living at the end of the day, so it’s really important that you honour any copyright agreement you’ve come to.

 

4. Employ a good photographer and share the cost with other project partners if it feels too expensive

Cost wise, there’s not much difference between the day rate of a mediocre photographer and a specialized one. And if you can organise sharing the cost, with three or four project partners it will be much more economical.

 

5. Spend time finding a photographer that’s going to match your brand

Someone who’s interested in architecture, if not an architectural photographer. Do some research for yourself as well as listening to recommendations. Call, get quotes, compare and interview people and see what their own interests are. Talk to them and find someone who can really capture the look you’re going for.

 

6. Accompany the photographer

Lots of photographers get commissioned and do their own thing, but it’s pot luck really what the results will be. If you can afford to have someone to go along with them and work together for the day, it really pays off.

 

7. You need to be patient, because good photography is not something that can be rushed

It’s worthwhile taking your time setting up the shoot and getting the right picture rather than relying on post-production where you can see it’s been doctored. Today, people are really savvy about what’s real and what’s not, so it’s better to get the right picture in the first place.

 

©Leigh Simpson Some patience required in getting this early morning shot at Coed y Brenin Visitors Centre, Snowdonia

©Leigh Simpson
Some patience required in getting this early morning shot at Coed y Brenin Visitors Centre, Snowdonia

 

8. Try to capture a building in use

Use people to bring animation and scale to your pictures. Part of our mission statement at Architype is to deliver uplifting architecture and a lot of that is about how people operate in a building. So putting people in situ always looks so much better.

 

©Leigh Simpson The hall in use at the Willows School

©Leigh Simpson
The hall in use at the Willows School

 

9. Try to get animation from seasons as well

It’s not always possible to shoot in summer, which is obviously always more preferable. But if you have a building finishing in the middle of winter, you can still get nice shots with a low-lying sun. You just have to make the most of the situation.

And a final word from Jessica. “Last year we launched our new branding and that’s really coming into its own now. The photography we commission really complements that,” she says.

“Our buildings speak for themselves, but we have to represent them with the same quality that we design them with. Good photography is the cherry on the cake and it reflects the ambiance and vibrancy of our projects as well as their physicality.

 

“Although photography can be expensive, if you’re getting five or six articles because of your pictures, then it pays for itself.”

 

More Information

Learn more about Architype

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Filed Under: Photography Tagged With: architectural photography, architecture, Architype, Dennis Gilbert, Jessica Taylor, Leigh Simpson, marketing, photography, UEA Enterprise Centre

What Podcasting Has Done For My Business

27th July 2015 By Ian Winterton Leave a Comment

Mark R LePage, from EntreArchitect, explains how podcasting has given him a platform to be a positive force for change in his industry. And how having a ‘pod’ presence has brought big benefits for his business

©2013 Scott R LePage

©2013 Scott R LePage

With the right balance of personality, commitment and good content, podcasting offers those running businesses a great way of connecting with like-minded people – and can deliver significant business benefits.

One man who proves the premise is Mark R LePage, owner of EntreArchitect, an online platform for small firm architects that he runs alongside his own architecture business. Through the combined platform of a blog and podcast, Mark helps his audience of fellow architects build better businesses and better lives.

The platform started out as just a blog in 2007, but by 2009 Mark decided he wanted to do more with it. So he announced to his audience that he was going to relaunch as a blog and podcast – and turn it into something that could truly influence the profession.

Making Strong Connections

So what was it about podcasting that appealed to Mark?

“I’m a podcast fan,” he said. “I don’t watch TV or listen to much radio anymore, so much of my entertainment and knowledge gathering is through online tools and platforms.

“When I launched the new platform for EntreArchitect, I wanted to reach as many small firm architects as I could. And I knew that podcasting was a good way to not only learn and consume content, but also for listeners to make a strong connection with me personally.”

For many business owners, a lack of technical knowhow deters them from entering the podcast arena. But Mark says there are lots of resources out there to help you get started.

Getting The Basics Right

“Before you do anything, one of the hardest things is understanding how it all works, how to upload your podcast and all the other technical things,” he said. “But there are some great tutorials on YouTube – particularly by Pat Flynn of the Smart Passive Income podcast and podcast consultant Cliff Ravenscraft – which taught me everything I needed to do at a basic level to set it up.”

Among the early challenges faced by Mark were learning how to be an engaging presenter and simply finding time to do the podcast regularly. But with determination, perseverance and passion, Mark really began to build his community and assert significant influence.

“The first step was to have the mindset that you’re dedicated to doing it – that it’s influencing other people and benefiting them. You need to commit that you’re going to do the podcast on a regular basis and promise your public that you’re going to do it.

“In terms of hearing your voice and recording it, over time you just get used to doing it and get good at it. I’ve actually grown to like it and I’ve got better at it.”

EntreArchitect

Becoming an Influential Leader

Mark’s podcasts get around 7,000 downloads a month, and he’s seen some interesting developments as his community has grown.

“The main problem for small firm architects is that they’ve never really trained in running a business,” said Mark. “For decades we’ve suffered with the challenge of running a business without having the knowledge to do so.

“The podcast has helped me get this important message out there on a regular basis and it’s now having a real influence on our profession. I think the AIA (American Institute of Architects) are noticing what I’m doing. They’re recognising that small firms need assistance and they’re responding by proving more business resources.”

As well as giving Mark a platform to inspire and influence, it has also had indirect benefits on his own architecture business.

“My businesses are both very separate,” said Mark. “There’s no overlap other than the fact that my clients see me as a leader in my profession.

“When they search my name, it’s clear what I’m doing. So the leadership part influences clients. But it also benefits my EntreArchitect business as I run an academy as part of it, so the podcast helps me get the message out about the products I have to offer which support the platform.”

More Than Just a Podcast

Mark is proud of his podcast and the impact a niche broadcast can have. But he thinks anyone who’s looking to influence a community needs more than just a podcast to be effective.

“If you really want to influence a community then as well as the podcast, you need a place for that community to come together and comment,” he said. “It could be a blog that you can tie everything back to or a live Facebook page or other social media.”

Social media also plays a big role is helping Mark maintain momentum and ensure the content he puts out there is relevant and engaging.

“I’m very active online and on social media,” said Mark. “I interact with my community every day. I also have a newsletter that goes out once a week which is very popular and I get a lot of response from that. So I’m constantly getting follow ups or responses to the things I’m publishing on social media or my newsletter.

“So there’s a constant generation of ideas just responding to these comments. On social media, people have a question and I answer it, so there’s always a topic for a podcast and new content to share.”

Mark’s Tips For Making a Podcast That Benefits Your Business:

  1. In addition to your podcast, you need a blog or other platform where you can communicate with your community – whether it’s a blog or an active Facebook group. It’s no good pumping out content to the world, but offering no way to respond.
  2. Audio quality matters. I don’t have the best equipment, but I do the best I can with what I have. I’ll invest more as I grow. The same goes for presenting. I’m intentionally practising and getting better at being on the microphone. You can have great content but if you don’t present it very well, no one will listen.
  3. Having a focused niche is important – you can’t talk about everything all the time.
  4. You need to interact with your community. You need to get out there and communicate with the people you’re trying to influence in order to gain information about whether you’re doing a good job, for content ideas and to promote what you’re doing.
  5. Build relations with other people who are doing similar things, such as other podcasters that are in a similar niche to you. Don’t see them as competitors, see them as collaborators. By helping each other you’ll both grow and the whole group can be more powerful and influential.

 

Entrepeneur Architect Logo

Mark R. LePage, AIA, is Partner in Charge of Operations at the New York-based residential architecture firm, Fivecat Studio. He is also the founder of EntreArchitect.com (Entrepreneur Architect), an online resource inspiring small firm architects to build better businesses. Mark writes a weekly blog, hosts the EntreArchitect Podcast and has recently launched EntreArchitect Academy, a private online community for architects seeking success in business, leadership and life. Learn more at EntreArchitect.com.

Filed Under: Podcasting Tagged With: architecture, blog, blogging, Cliff Ravenscraft, Entre Architect, Entrepeneur Architect, Fivecat, Mark R LePage, newsletter, online content, Pat Flynn, podcast, podcasting, social media

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