Corporate photographs have no fixed expiry date. They become a problem when they no longer show what clients, applicants or partners actually find.
1. The visual identity has changed
After a rebrand, a new logo or new company colors, older pictures quickly read as material from a different brand.
2. The team no longer matches
A team page loses trust when the people to talk to are missing, or when employees who left long ago are still on it. Where the portrait series is documented, new people can be added to match.
3. Rooms have been refurbished
Hotels, restaurants, offices and retail space should be photographed again after a significant refit. Out-of-date frames create the wrong expectations.
4. Products and equipment have moved on
Visible devices, vehicles, packaging or user interfaces can date an otherwise good picture precisely.
5. The website needs different formats
A relaunch often changes the image areas and the mobile layout. Where only tight landscape frames exist, the matching vertical versions and the frames with free space for text are missing.
6. The visual language has drifted apart
Single pictures added over the years often differ in color, light and quality. A new base production can pull the visual appearance back together.
7. The target audience has changed
A company addressing new sectors, new applicants or international clients may need different subjects than before.
Not everything has to be reshot
The first step is to check which existing pictures still hold. After that the gaps can be prioritized: main pages, current contacts, new rooms and the channels used most often come first.
For more than twelve years I have built photo and film sets for companies, hotels and brands. Around 340 productions are in my project overview.
