When photographer Richard Silver called up Wonderful Machine for the first time last September, he had a vision for a new direction he wanted to take his career but had no idea how or where to start. His website primarily showcased his fine artwork. And in addition, he used Flickr to store approximately 30,000 images of his extensive travel work.
Richard wanted to reposition his business from selling prints through retail outlets, to being a commissioned travel photographer. He also wanted to completely renovate his brand. I remember looking at his site and thinking that in order to properly execute this huge transformation we would need a game plan or in Wonderful Machine terms a BaM Plan.
So that’s exactly where we started! The BaM Plan reviewed his website and marketing materials. However, it also laid out a 12-month step-by-step proposal to get his new brand going. When it came time for his branding overhaul, we used his BaM as a roadmap to keep all the moving parts cohesive and on schedule and, most importantly, in line with his vision.
Richard’s overhaul consisted of a graphic identity, web edit, web template customization, emailer, print promo, and a list build. He was given his own team to work on it. The team consisted of me as the marketing specialist/manager, Stacy as the photo editor, and Samantha as the designer. It took six months to complete the branding overhaul but the effects will last the rest of his career.
When I contacted Wonderful Machine my goal was to move from Fine Art Photography that was based on travel and move directly into Travel Photography as my specialty. Sales for me were sporadic and I felt I was missing out on what my real direction was in becoming a photographer. Since working with Wonderful Machine’s group of marketing specialists, each area of my marketing has come to finalization. Because of such innovative ideas of just changing my email marketing strategy, I was on the cover of the United Airlines Hemispheres Magazine June issue and have been contacted by industry leaders in travel. Even though we only started a few months ago I feel my new direction is just what I was looking for and know that my goals of being that Travel Photographer I always felt I was, are coming true.
You can see Richard’s work on his website.
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