A couple weeks ago, Jess and I packed up some portfolios and headed over to Valley Forge, PA to meet with senior art buyer of Lorel Marketing Group Jennifer Blauvelt. After reading an article in PDN last month that featured Jennifer, we knew we had to introduce ourselves. The article focused on Jennifer’s opinions about hiring, highlighting the importance for photographers of keeping their portfolios updated, and to constantly be shooting and staying fresh.
We pulled up to an unassumingly normal-looking building a little after lunchtime. After running through Lorel’s company description on their website—“Is it because we’re based in Philadelphia that our work has an attitude?”—I was intrigued to see what was about to take place.
After figuring out an appropriate way to lug a cart jam-packed with portfolios up a few flights of stairs, we made our way into Lorel. We were surprised to find an enjoyably modern building, popping with color and creativity. It was no surprise that staying fresh was a key point for this company, which focuses on branding for various catalogue, healthcare and advertising companies such as Journeys, Rita’s Italian Ice, Hasbro, Holy Redeemer Health Systems and Quest Diagnostics (just to name a few).
We made ourselves comfortable in the hip kitchen/lounge area located in the center of the office building, laying out portfolios for Jennifer to view. The review started with local Wonderful Machine photographers, per her request; as she explained, “well, it’s just easier if they’re close by!” Jennifer did point out, however, that despite having an in-house photographer and preferring to hire locally, they do on occasion hire nationally if they have a budget that supports tracking down the perfect photographer for the job. This worked out perfectly; we had brought along a stack of national photographers we knew would fit their style and artistic direction, just in case.
Jennifer was both excited and surprised to see the names we brought with us. Working in the industry as long as she has, Jennifer knows almost everyone—and she was very excited to see that some photographers she was already familiar with were paired with Wonderful Machine, as well as other photographers who were new to her.
“Oh, I know Joe Gold!” was Jennifer’s immediate reaction as we paged through Joe’s portfolio, and she pointed out, frankly, how awesome he is. She was particularly interested in his still lifes, which Lorel often focuses on shooting for their numerous catalogue and advertising brands.
“Is that– no, wait– is that Danny Bonaduce?” Why, of course, we explained; who else would be hanging off the side of a building smoking a cigarette?
Despite having an astonishing in-house studio—over 7,000 feet of space, rows upon rows of props and a staff photographer and stylist—Jennifer was very impressed with Teri Campbell’s studio, and eagerly snagged one of his cards.
Two Wonderful Machine photographers who stood out for Jennifer were John Schulz and Ed Cunicelli. She especially liked John’s use of the short-run print book in contrast to the traditional photography portfolio, which was something new and interesting to hear. (The book was beautifully printed by Paperchase.) Every art buyer has unique preferences, and Jennifer appreciated the simplicity of the format.
Ed Cunicelli’s portfolio stood out for his approach to healthcare photography, a huge focus for Lorel; they represent a long list of healthcare companies.
All in all, it was wonderful to meet Jennifer and learn more about Lorel, all the while promoting our photographers (go team!). Lorel has a great handle on what is essential when branding for a company, and they maintain a creative and fresh eye that is appealing to any photographer. On their website they explain:
In an increasingly complex world, our mission is clear:
Uncover the truth in your brand
Deliver engagement-based experiences
Create a timely dialogue with the right audience
Target and activate customers
Enhance business model effectiveness and returnsIt’s that simple and that challenging. And we’re very, very good at it.
After a productive afternoon, Jess and I headed back to Wonderful Machine, but not before taking advantage of the awesome photobooth in the lobby.
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