Art direction and photography

Art direction and photography play an important role in the world of marketing.

The main target of any photography is to leave a lasting impression by evoking emotional reactions and grabbing your audience’s attention to engage. For example, that could be for people shots for a magazine article, a new product launch, food & drink for the hospitality industry or travel image.

According to Industrial Marketer, 75% of online shoppers rely on product photos while deciding on potential purchases, and articles with relevant imagery gain 94% more views than articles without.

After all, a picture paints a thousand words.


Art direction essentially involves overseeing all the visual aspects of a marketing project. The role of the art director is ensure brand consistency is maintained, whilst working to a detailed brief to achieve the desired outcomes for all.

The concept is to make your brand stand out and ensure every product/service the company provides can be easily identified with your style, considering aspects such as voice, tone, and the project environment.

They should be a specialist in the type of imagery the project focuses on, whether it be products, i.e. vehicles, food, architecture, people or anything else. Having a specialist means your project is managed by someone who knows what to do to create the right environment for your creative project.


Ensuring you have good visual content is an integral part of the marketing process. EDGE’s objective is to provide creative direction across its development, planning, evaluation, and execution. As well as this, consistent imagery is essential for enhancing your brand’s identity.

When considering imagery, you can either turn to stock imagery or hire a photographer, depending on your requirements. Stock Imagery is more cost effective and a quick solution when your resources are limited.

Hiring a photographer for a bespoke shoot will deliver unique results but require lots of planning if for outdoor, people and event-based projects.

High-quality photography conveys a professional feel. Having such imagery helps your business to look great which in turn will help drive sales. Well planned and considered visuals help tell your brand’s story more accurately and effectively!

At EDGE we take each of these elements into consideration. Here is our four-step plan:

Our steps on art direction and photography

  • 01


    When planning and preparing a photoshoot, we want to ensure all bases are covered.
    Firstly, we consider your requirements for the photoshoot, looking at the aim, the purpose of the images and who you are trying to target.

    By developing a mood board, we can put these concepts onto paper and start to build on the thought process we have developed. This will allow us to create a narrative for the shoot and craft some unforgettable photos.

    An example strategy could be creating a story through strategic storytelling.

  • 02


    After securing the necessary design preparations, models, props, and location, our photographer can get to work.

    You will have a set shot list with details of all the shots you need to get and the type of photography. This could be anything from headshots or group shots to product images and architecture.

    During the shoot, the art director and the photographer will work collaboratively to ensure the creative strategy is met, in line with brand guidelines.

    Working together, we will articulate your brand image through a creative blend of photography and design.

  • 03


    Creating an image does not end after pressing the shutter. The editing stage is where we change backgrounds, correct colours, mask images and restore photos.

    This retouching process is as important as the shoot itself, and our design studio will work hard to ensure they meet your design strategy with high-quality imagery for your brand. This is where our experts will consider the requirements of the imagery, looking at aspects such as if you need high- or low- resolution and if there is a use for black and white or colour imagery.

  • 04


    With the post-production images ready to use ensure they are executed into the project Whether they were for social media, your website, or offline materials, corporate brochure, team head shots or a wider campaign launch the photographs should always reflect your brand and be used correctly with clarity over copyright.

  • Start your project