Photography

THE LIFEBLOOD OF GREAT DESIGN

Ever look at an advert, a website or a brochure and think WOW, but you just can't quite put your finger on why. Well the photography could well just be why. Here at Lucid we value photography over and above our own design skills and that is why we are very particular about using really great photographers. Photography in a commercial setting is not only about the ability to take a photograph, it is the ability to make a photograph.

A great commercial photographers work is not done in the studio or at the location either. They will organize their work and they will have as much to say about which is the best 10 of the day as we will. So when we begin any project, whether it be a brochure, a website or an advertisement the first place we may well start is here.

You don't take a photograph, you make it. ~Ansel Adams