Craig Orsini gives his Brand a Boost

One of the last clients I worked with before resigning from my former position as Senior Photo Editor was Boston based director and lifestyle photographer, Craig Orsini. When Craig and I first spoke a few months back, we had a long discussion about the changes in his brand over the last few years and the type of work he was being commissioned to do more of. After seeing a tremendous increase in the amount of motion work he'd been getting assigned and a decrease in web traffic to his stills galleries, he wondered if it was time to make some cuts to his portfolio and strictly start promoting the motion work.

While I'll be the first to admit that a lot of Craig’s still photography was feeling a bit dated and repetitive, I was confident that with a streamlined new edit and some strategic organization, we’d be able to freshen up his brand and show a strong commercial appeal with both the still and motion work. This was something I made sure to convey to Craig during our initial phone call.

 Craig's homepage before we started the edit. His old site launched to a thumbnail view of images from his Portfolio gallery, and although there was some strong work in here, the sequence and flow of this edit didn't show off what makes Craig's brand unique.

Craig's homepage before we started the edit. His old site launched to a thumbnail view of images from his Portfolio gallery, and although there was some strong work in here, the sequence and flow of this edit didn't show off what makes Craig's brand unique.

When Craig told me about his recent jobs for Welch's and Vail, and how both clients had hired him to create image libraries and motion pieces, I knew the web edit was going to be worth the effort. So many clients want image libraries to tell the narrative of their brand these days, and if you can successfully shoot and deliver those libraries on top of motion work, you've got a solid edge in this industry. There’s no reason not to show and sell that on your website. Presenting it all in a manner that’s streamlined and concise is what's key. 

 The new homepage on Craig's site toggles through a series of lifestyle images. This image is from a campaign he shot for Vermints.

The new homepage on Craig's site toggles through a series of lifestyle images. This image is from a campaign he shot for Vermints.

With Craig, I knew from the start that we would be consolidating quite a bit of content down to highlight brand narratives, specifically focusing on the specialties of lifestyle and hospitality. I went to work on the web edit, filtering through and assessing close to 1000 images. After a few weeks of work, the preliminary edit was complete and sent over to Craig for review. Now it was up to him to implement the edit on his site.

One of the things that I really liked about working with Craig on this project was his commitment to being open and ready for some changes to his brand. Determined to make the most of this new edit, he took the extra step of having all of the selected content reprocessed specifically for the update. This would ensure that the work chosen would be as cohesive as possible regardless of whether the content was from three weeks ago or three years ago, and portray a consistent look and feel across the board.

 The new web template leads with an Everyday Life gallery that highlights a tightly curated collection of Lifestyle images from various advertising campaigns.

The new web template leads with an Everyday Life gallery that highlights a tightly curated collection of Lifestyle images from various advertising campaigns.

When we got going on this project, Craig knew we would be promoting campaign libraries and brand narrative in order to highlight his storytelling abilities. Choosing the most successful examples of this work from the last four years was certainly key. The larger projects that had the most versatile and commercially viable content that could tell a story stayed at the forefront of the new edit. The smaller, less comprehensive client work was either strategically worked into an Everyday Life gallery (that would essentially function as an overview gallery), or it was omitted from the new edit completely. Sequencing it all to tell the unique story of each brand without being repetitive or excessive was what made the entire edit feel well rounded and complete.

 A look at the the edit for Craig's Welch's campaign library.

A look at the the edit for Craig's Welch's campaign library.

 One of the portraits from the Welch's campaign. You can see the scope of all this content in action  here .

One of the portraits from the Welch's campaign. You can see the scope of all this content in action here.

Decisiveness is key with a web edit. If something doesn't seem to make sense or have a proper place, it’s best to leave it be. Your vision needs to feel cohesive in order to be convincing and convincing in order to get hired.

 A fun lifestyle image from Craig's recent work for Vail Resorts.

A fun lifestyle image from Craig's recent work for Vail Resorts.

About a month or so passed before Craig’s newly reprocessed images were complete and his site was ready to go live. You can check it out in action here. The final component of this edit included navigation over to a more streamlined and responsive web template from PhotoFolio. I was thrilled to hear the following web traffic stats from Craig shortly after the update:

I can already see the difference with your edit. People are going much deeper into the site and clicking 30,40,50 times more than normal.
— Craig Orsini, Boston
 A view of the project edit for Wyndham Resorts, focusing on the strong narrative element in Craig's work, followed by one of my favorite images from this series below:

A view of the project edit for Wyndham Resorts, focusing on the strong narrative element in Craig's work, followed by one of my favorite images from this series below:

 Movie night, anyone?

Movie night, anyone?

After the edit was implemented and Craig had been able to gage its results, I asked him a few questions about our work together and how his attitude and confidence towards his brand have changed. Here's what he had to say:

What made you realize it was time to make some changes to your brand?

Times change, people change and styles change.... I needed a change. I liked the angle Stacy took, I tell stories and she understood that. Whether I am shooting 24fps video or one frame at a time for stills, it's all about stories.

What did you like the most about working with an editor on this project?

The ease of communication, the schedule to get the work done and the simplicity.

Can you tell us about the results and feedback you've been getting since making the updates to your site?

I can see the numbers in the site clicks and how long people stay on the site. That's the key, getting people to absorb the content and stay for more than seven seconds.

What's next for your brand?

The relaunch of the business in the new year. It seems like I reinvent myself every five years and this is the next one in 2018. Having a great team is essential to success and I can't do it alone. Thanks Stacy.

This concludes my case study for Craig Orsini’s new web edit. (Screencast coming soon!) In the meantime, if you’d like help updating your own site or are interested in learning more about my editing process, feel free to shoot me an email. Whether you shoot commercial or retail work, my goal is help you own your vision in order for your brand to succeed. Visit my site for a list of services I offer or simply reach out: stacy@stacyswiderski.com