I had the pleasure of photographing a local Rhinologist and Endoscopic Skull Base Surgeon, Dr.
Jonathan Yip, here in Calgary. It was a fascinating shoot where we didn’t just capture standard
corporate headshots; we captured the story of his practice. We showcased his modern office space
and even had my assistants step in to model as employees and patients to create genuine,
narrative-driven scenarios.
The result? Images that exude professionalism, trust, and precision.
This brings me to a trend I see all too often: businesses of all sizes relying on smartphone snapshots
to represent their brand. We all love the convenience of the cameras in our pockets, but there is a
massive difference between a quick phone snap and a commercially lit, composed image designed
to market your services.
In the age of social media, your visual identity is often the very first interaction a potential client has
with you. If you are a surgeon, a lawyer, or a consultant, you are selling expertise. If your imagery
looks amateur, poorly composed and lit, or “ordinary,” you run the risk of your business appearing
that way, too.
Here is the hard truth: A poor or ordinary image is actually worse than no image at all.
A bad photo signals “good enough”—and that is rarely the vibe you want to send to potential clients.
When a potential client visits your website or Instagram, they are making a split-second judgment
about your credibility. If your imagery looks amateur, they unconsciously assume your services are
amateur, too. Whether you run a medical practice, a law firm, or a bakery, your visual identity needs
to match the quality of work you deliver.
Your business deserves more than a filter. It deserves proper lighting, deliberate composition, and a
professional eye. So, let’s retire the selfies and start capturing your brand the way it was meant to be
seen.
