Creative
Photography
Work
At its most basic level, good photography provides a strong visual record of a place, documenting its physical features, landmarks, architecture and location.
Great photography, however, tells the story of a place by capturing its essence, atmosphere and narrative. Done exceptionally well, photography can evoke the mood of a place by conveying its unique character and ambiance even after the moments it captured are long gone. It can bring to life the people, communities and cultures of a place in a way that inspires action or moves people to want to know more.
At Wray Ward, we help our clients harness these elements, using photography to weave a narrative that enables the audience to:
Engage with the story of a place
Connect emotionally
Gain a deeper understanding of its significance and meaning
To create photography that successfully tells the story of a place, Wray Ward leans into three mantras:
Stay authentic to the real story being told
Take a wide perspective versus a singular point of view
Never let your own experiences solely dictate what you capture
Let’s break down how we do it by looking at a recent marketing campaign we created for Crescent Communities’ new multifamily development in Denver, Colorado.
A NOVEL Approach to Visual Storytelling
As a nationally recognized real estate developer, Crescent Communities develops high-quality, differentiated multifamily communities marketed under the NOVEL brand. For each new NOVEL project, one of these differentiating factors lies in ensuring that the property is developed in a unique way, with its own identity.
So, as Crescent planned NOVEL RiNo, its development in Denver’s trendy River North Art District, the company knew it needed to establish a brand identity that would help the development feel at home within the area’s eclectic neighborhood.
Wray Ward worked with the NOVEL RiNo team to develop a marketing campaign that reflected this strategic direction while also naturally integrating with the existing RiNo community in Denver.
To tell the NOVEL RiNo story, we used the power of photography to:
Contextualize being part of something bigger
Capture the human connection
Explore the neighborhood experience
Across all three objectives, we tapped photography’s ability to communicate visual narratives that document the story of living in this fun and funky Denver neighborhood.
1. Being Part of a Bigger Existence
Once on location in Denver, we explored the RiNo neighborhood to find images and moments that could convey the heart and soul of the community, allowing interested renters to understand how living at NOVEL RiNo would give them the ability to become part of something bigger.
