Cory Michael Skaaren was one of my instructors in art school that I connected with and gained the most knowledge from. I knew he had an impact on the way I think, but it wasn’t until listening to his podcast that I realized just how much.

Over this past week, I’ve spent quite a bit of time thinking about branding. PDN is filled with articles on the subject and ADBASE has a few podcasts as well.

Cory’s podcast made a light come on. He speaks on the subject of helping his clients create their identity early on. He solves problems with what is meaningful and appropriate. To describe appropriate visual communication, Cory uses the analogy “You don’t go into a fancy restaurant in shorts and flip flops.”

What does this have to do with photography? Photography is an element of visual communication. An image, like a logo or trademark, should communicate the message of the ad in a way that is cohesive with the brand for whom it’s made. An example, the image above doesn’t fit Ralph Lauren’s branding, however may fit Diesel or Chrome Hearts or a grunge couture brand.

When I meet with a new client to discuss a photoshoot. I spend time learning who they are and what their brand represents so I can ensure that the photos fit within their image. Brand consistency is imperative to a successful advertising campaign. I recently had a meeting with a hair salon in Chicago. I outlined this very well. There are many photographers that would have just taken the check and shot what they felt was cool. I spent time explaining that what we have is a blank canvas. From wardrobe, to color palettes, to angle and lighting, We must ensure that everything in this process appropriately represents the client.

It’s easy to take a good photograph, but it takes planning and careful execution to capture an appropriate photograph that communicates a specific message to a predetermined audience while maintaining brand consistency. Photography is just one element of visual communication.

I learned so much from his class. We just connected, and he somehow knew what I was capable of. Because of this, he expected more from me. If I had to list only one thing that I learned from Cory Michael Skaaren, it was the definition of visual communication.