Two businesses that use photography to their advantage

I’m on a mission - and it is to find and showcase businesses and initiatives that have done outstanding jobs in showcasing the who, what and why of themselves through visuals. It is amazing just how much difference having strong visuals makes in telling your business story and how visuals help an audience to understand, feel connected to and part of that brand.

On exploring various business lists, there have been a large number of businesses that have websites full of text - and my experience of understanding and relating to a website full of uninterrupted copy is that it feels harder to understand and relate to what that business does without visual clues.

There are also businesses that use visuals to help explain who they are, what they do and paint a picture for their audience to go alongside their copy. Below are two businesses that do a great job with their visuals!

Product-based business ~ Righteous Gelato

Righteous Gelato is a B Corporation business based out of Calgary in Canada.

First impressions:

Their homepage right now is a seasonal landing page (see screengrab below!) Super simple, crisp and easy on the eye. When you enter their main site and scroll through the homepage there is an abundance of photos that work to instantly connect you to different areas of the business: the fresh and natural ingredients used, members of the Righteous Gelato team at work, the final product in big delicious containers of gelato and in their signature gelato tubs. 

Seasonal landing page on Righteous Gelato right now. Simple, crisp, cohesive

What makes their photography work? All the images are super cohesive in their colours, style and editing, and the mixture of detail shots, wider lifestyle shots of the product, product shots and plenty of images of their team and community enjoying the gelato brings anyone who’s cruising through the website an idea of what this company is about. What are the values that you pick up on after just 15 seconds of clicking through the website?

For me I would say that the main big values that stick out to me about what they’ve chosen to represent with their photography are:

• Natural, clean and fresh

• Teamwork

• Community

Service-based business ~ General Fusion

General Fusion is an energy company based on the West Coast - they are developing the first commercially viable fusion power plant and deliver clean and safe energy that goes hand in hand with renewables. 

To be honest - I was looking to give an example of a more common genre of company than one based around physics…. but I figure that because this company is not your run of the mill service company this is the perfect example of a company that has taken what it is and translated it into such great visuals that have you get so well related to who they are and why they exist. 

First impressions:

Super fresh, super clean and cohesive - the website branding perfectly matches the photography that’s throughout the website. Their company description is right at the top of the homepage so you know from the first moment you click onto the website what kind of businesses this is. The images on the home page focus on two things: a big shiny machine (in laywoman’s terms…) and their team - and from the photography I really get that their team and their expertise is the driving force behind their vision. 

What makes their photography work?

Honestly - it helps tell the story of a relatively difficult to understand subject matter (to me at least) so well. There’s a perfect balance of images to show different elements of what is going into the service that they’re providing: the whole team behind the service, different team members working on different parts, close up shots of machines, and headshots of everyone involved in the business.   

I would say that the key values that stick out to me about what they’ve chosen to represent with their photography are:

• Teamwork

• Commitment to the future

• Thinking Big

Their photography has me feel super related to the company, and they’ve combined the still visuals on their website with a great short and digestible explanatory video. 

Get everyone involved! A photo of the whole team that makes up General Fusion

Check out the cohesive and unified imagery used on the General Fusion Instagram feed

How about you? How are you sharing about your business with aligned visuals?

Here’s an article you might find helpful!

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