o suggest changing a brand's photographic style would require great justification. After all, such diversion from the established creative direction is bound to interrupt existing momentum. To do so for no good reason translates into devaluing the client's investment in a look the audience already knows. Readers won't be able to connect with the unfamiliar photographic approach as quickly as they did before. Instead, time and attention should be devoted to defining content that will best support the current product or service within the style boundaries that are already working well.
On the other hand, when a creative director works for a new organization with little or no communicative history, determining style becomes a top priority. Now the job includes settling on a style of photography that best accommodates both present and future needs. Here, the creative director should prepare a brief rationale about the chosen direction to help keep everyone involved with current and future projects as informed as possible.
Allow a project's boundaries to enhance
Pay close attention to the client's needs and limitations. If perceived as positive influences, they can spark creative direction that is both unique and effective. So long as the message can be kept in sharp focus, experienced creatives should be able to nurture exciting and communicative upsides from not so promising downsides.