Branding through photography

I recently had the pleasure of interviewing Tina Crespo, an incredibly talented photographer who has worked with me on multiple branding projects over the years. Tina’s unique ability to bring a brand’s vision to life through storytelling and photography has had a profound impact on my work, and I’m excited to share her insights into how she approaches her craft. We talked about everything from her creative process to the importance of collaboration in elevating a brand’s presence.

Bringing a Client’s Vision to Life

One of the things I admire most about Tina is her collaborative approach to photography. When asked how she brings a client’s vision to life, Tina explained, “It’s important for me to understand where the client started and what they’ve been doing up until the point we begin working together. I ask specific questions to get a sense of their brand’s story.”

Tina emphasized the importance of understanding the “big picture” behind a client’s brand and product. One of her go-to questions is, “If your product owned a home, what would it look like?” This helps her visualize how the brand feels and where it fits within the client’s overall identity. Tina’s ability to intuitively align her creative direction with her clients’ goals is part of what makes her such a standout photographer.

Styling for Brand Identity

When it comes to styling and photographing products, Tina starts with color, explaining that “color affects mood and how we see a product. Photographing a candle, for instance, against a dark background creates a different emotion than on a light, neutral background.”

Tina’s attention to detail is incredible. She ensures that every prop, texture, and lighting choice enhances the product without overpowering it. “The goal is to make the product the star of the image while also ensuring the photograph echoes the client’s brand identity,” Tina said. This careful balance between creativity and brand consistency is what makes her work so effective.

Collaborating on Recent Projects

During our recent collaboration, I sought Tina’s expertise to help me showcase the styling possibilities of my banners. I was struggling to photograph them in a way that felt cohesive with my brand, so I was eager to hear how she approached the session.

Tina explained, “The biggest thing for me was ensuring the final images still felt like Cynthia, but also felt fresh. Your banners can fit into any home décor style, but we wanted to keep them grounded in your world, incorporating elements like brass accents and dark greens.” Her thoughtfulness in maintaining my brand identity while also showcasing versatility made all the difference.

Elevating a Brand Through Photography

Tina’s work consistently elevates brands, and I wanted to know how she sees photography playing a role in this. She emphasized the importance of active listening and collaboration in the process. “I want to make sure I’m doing justice to the brand while also creating something that connects with the consumer,” she said.

She also spoke about the emotional impact of good photography. “Everything we buy starts with an image, and people can tell the difference between an okay photo and a beautiful one. Photography can be the key to taking a brand to the next level,” Tina noted.

Memorable Projects and Growth as an Artist

When I asked Tina about memorable projects, she recalled a brand overhaul she worked on for a skincare company. “It really pushed me to experiment with lighting techniques and brought me to a new level in my photography. The end result was stunning, and it reminded me that creativity has no limit,” she said.

It’s inspiring to hear how Tina continually challenges herself, and it’s a reminder that growth as an artist is a never-ending journey.

The Evolution of Photography in Branding

With the rapid changes in the digital world, I asked Tina how she sees the role of photography evolving in branding and marketing. “There’s a lot of noise with AI right now, but I think photography is becoming more honest. While AI might help with some aspects of editing, the creativity and human touch behind photography will always be necessary,” she said.

Tina believes that as we move forward, there will be a shift toward more real and authentic images in branding, which will continue to connect consumers with brands in a meaningful way.

Advice for Creatives and Small Business Owners

To wrap up our conversation, I asked Tina what advice she would give to creatives or small business owners looking to collaborate with a photographer. Her advice was simple but powerful: “Trust your photographer. Make sure their values align with yours and that they’re as excited about your project as you are. Collaboration works best when both sides are equally invested.”

She also encouraged creatives to ask questions and ensure the photographer’s process is the right fit for them. “If the vibe isn’t right, it’s okay to pass. You want to feel confident that the photographer understands your vision and is going to bring it to life.”

Find Tina Crespo and Her Work:

• Website: tinacrespo.com
• Instagram: @tinacrespo