“The other thing to understand is that we weren’t gradually changing his brand and introducing it slowly into the public domain. This was no striptease. Adam Alex was getting naked in record quick time.”
Changing the face of an established brand and letting the world see the new you.
Adam Alex is a name quickly associated with outstanding photographic images. Widely followed around the world he was often found on the workshop stage, tutoring professionals and amateurs alike, all desperate to absorb some of his remarkable skill simply by association.
So when Adam Alex turned his back on this side of his business and decided to completely re-brand and re-launch as a specialist destination wedding photographer, he had to be very careful not to isolate his existing supporters whilst encouraging new clients. Adam approached me after a recommendation from Melissa Love (www.melissalove.co.uk) and my brief was simple: ‘change everything’.
I spent some time getting to know Adam. He had everything in his head; the reasons why he wanted to change his image, where he wanted to go with the new brand and who he wanted to target as his audience. More importantly, how was he going to reach them? So we put everything down on paper – all he wanted to achieve – and gave each section an identity and prioritised their importance.
To help me understand him better as a person and an artist, and therefore get under the skin of his brand, I needed to write about him. This is often the way I work; write about it to learn about it. So I wrote his story. Adam wanted to make this the main focus of his new site. From this, all other parts would flow. We separated his personal story out from the professional bio feeling this was important in showing the reader the many layers of the artist. This was also representative of the complexity and depth in his work. We wrote so much we almost had a biography to publish (maybe next year). But huge amounts of copy do not work well on any site and even less so for a creative business where the images should speak for themselves. So we chopped nearly two pages down to a few paragraphs. This meant that the reader got enough of a glimpse of his personality to know he was someone very different but stopped short of losing interest and moving on. www.adamalex.com
So why was this Adam Alex so different from his former self? Well, you’ll have to read his story for the answer to that question but the word ‘destination’ is important here. Adam already holds many awards as a wedding photographer and his industry peers know him well, so we really had to identify what stood out about this brand. Adam was focusing on weddings in very specific destinations so we researched and approached wedding co-ordinators in 5-star properties across Europe. We introduced Adam Alex as a recommended and extended service of the venue in locations such as Lake Como, Santorini and Marrakesh. We hit Twitter and found every wedding planner and wedding blogger from New York to Reykjavik and found out their email addresses and Facebook pages. Then we sent these contacts information on Adam Alex in a format that worked for them.
Adam connected with his new clientele in three ways. To the upscale hotels we sent 100 gorgeous brochures printed on heavy, expensive paper. Very compact, very simple, very tactile. For the Twitterati we emailed a Media Kit linking to every part of Adam’s business, image heavy and bursting with creativity in one simple shortcut. At every turn we directed traffic through his website and issued client codes to the brides and grooms so they could access price lists and interact with Adam one-on-one, away from the uninvited scrutiny of social media.
The other thing to understand is that we weren’t gradually changing his brand and introducing it slowly into the public domain. This was no striptease. Adam Alex was getting naked in record quick time. Everything had to be right and user friendly. It had to appeal to everyone yet filter out the serious clients who wanted to take things to the next stage. We are still tweaking things two years on. Creativity never stands still.
Adam also never stands still, physically and metaphorically. Currently I am working with him on his new commercial and art photography site– launching soon. I am often talking to Adam as he is in an airport terminal about to jet off to somewhere amazing. He is quite possibly one of the most extraordinary photographers I know. I feel humble and unworthy when he recommends my services during one of his (now all too rare) workshops. And then I remember he sends me huge chunks of unpunctuated text on Skype and asks if I can ‘do something with it by the morning’.
We all have our talents, I guess.
Here are some other projects a little like this that you might be interested in reading about.