The year was 1915, and lawyer Harold Hirsch had a brilliant idea that would solve his employer’s identity crisis. Hirsch, an employee of the Coca-Cola Company, suggested launching a nationwide competition to design a new glass bottle for the popular soda. For a design to be eligible, it had to be distinctive enough to accomplish two things: If the bottle was shattered, a single shard of glass should be just as identifiable as the intact bottle, and the bottle must be recognizable even in a pitch-black room. The winning design, submitted by Earl R. Dean, boasted a unique combination of texture, color, and contour that is now a timeless symbol of the world’s most recognizable brand.

A Creative Solution to Identity Confusion

Whether you’re marketing soda or services, a strong brand identity is critical. From a visual standpoint, everything – color, sentiment, and subject – must tie in to your mission and value proposition. In the pursuit of a distinctive identity, stock photography just doesn’t cut it. You can’t tell your story with someone else’s characters and plot. Original photography guides the audience through the full narrative of your company, creating an inextricable link between the image and the company’s products, services, and message. Once that link is in place, the viewer recognizes it as part of your brand.

Commercial Photography Has a Look and a Feel

In the hands of D² Studios, an image becomes more than a visual aid. Doug Davis, a dedicated, creative photographer and videographer, masterminds images that appeal to multiple senses. Think of it as the difference between an appearance and an experience: Do you want customers to see your products, or do you want them to experience them? Which do you think is most likely to result in higher awareness and sales? Consider the integrity of your images. Stock photography offers no protection against brand dilution or creative conflict. A single stock image could feasibly appear on dozens of other website, and it’s reasonable to assume that those websites have nothing to do with your own. That image of a smiling, attractive young woman on your restaurant’s homepage? It’s also on a website selling hemorrhoid creams and a blog about gastric bypass. How does that benefit your brand? It doesn’t.

In your opinion, what are some of the most memorable brands and products, and what is it that you love about them? Post your responses on the D² Studios Facebook page, and Like us for the latest news and insights into Dallas commercial photography.

Questions about D² Studios or creative photography services? Owner Doug Davis is an award-winning videographer and photographer with an eye for intrigue. His experience includes event, lifestyle, product, and nonprofit photography. For more information, call D² Studios at 214-746-6336, or submit a request form here.