ARCHITECTURAL LAUNCH IMAGES
For architectural photography, which includes hospitality, malls, and real estate, we deploy two core styles of brand image-making.x
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- Brand Awareness Images (images that clarify the brand values)
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- Brand Equity Images (images that enhance the brand’s positioning).
However, with architectural launches, there is a third process: the aim here is to build imagery that i so inspiring and memorable it surfaces during decision-making moments, aiding in gut-feel, quick recall decisions for the offering.
How does it achieve that?
It combines the differentiating value of the property with a dramatic emotion of distinctiveness, which gives it a quick-recall value. We call this process HIM, or Heuristic Image-Making.
The four elements we focus on to build HIM are given below:
#1 The Viewpoint-Perspective
The photographer’s greatest challenge is to find the viewpoint around which the perspective of the quick-recall story can be built.
#2 The Ambient Light
The outside ambient lighting is the character builder of the story. The next step is understanding the best version moment that impacts the character of the property.
#3 The Interior-Building Light
Just as ambient light is the overall character-former, the internal light is the emotion-former of the property’s brand spirit. This element makes the difference between a property becoming cheap-looking or distinctive, as it registers as a gut-feel recall in the consumer’s mind.
#4 The Setting of the Environment
I view everything as part of a movie world, where every image must have a dynamic setting to reflect the internal revelation of its own emotive story-world, making it intuitively memorable.
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