Timothy Armes Discusses His New Promotional


Recently photographer Timothy Armes contacted me about a new promotion he created and an article he wrote discussing his process.

The following is an excerpt from Timothy Armes’ blog posting found here: http://www.timothyarmes.com/blog/2010/09/creating-a-promo-card-branding-design-and-other-considerations/


Creating a promo card: branding, design and other considerations

Photographer’s “promos” are often the first introduction to your work that a prospective new client will see, and as such they deserve your full love and attention.

There are some great resources on the web to help get a feel for how other photographers are thinking about their promos – some of the best include as Heather Morton’s blog and No Plastic Sleeves. If you look though these sites you’ll find all matter of interesting portfolios, many of which are the results of some very creative thinking.

The goal

First, let’s consider what we’re trying to achieve. A promo should:

  • bring awareness of your existence to new and old clients.
  • make them want to visit your site.
  • make them want to remember you, preferably by sticking your promo up on their wall with the best of the rest.


But we should be aware that a promo will also:

  • form part of your brand – your identity. Your promo says something about who you are, so it’s in your interest to make that first impression count.
  • set expectations – if you have a beautifully produced promo and a shoddy web site the client is likely to feel disappointed when then visit, and that’s not what you want. Your branding needs to be of consistent quality across the board.

Format choice

With these considerations in mind I started to think about my new promo.

There are some really great promos out there, going from the giant in-your-face wall posters to small boxes filled with interesting goodies. There’s no doubt that these’ll attract attention and make you stand out from the crowd, but you’ll need to set aside a good sized budget! I also imagine that some clients may be a little put off by the photographer’s care-free attitude to the environment when they receive a giant poster….

This concern is also a valid argument for not sending printed promos at all – email suffices. The problem with email, however, is that it’s so easily ignored. It’s a fine line to tread.

I decided to print a card, but rather than going with the classic post-card style of promo I chose a more unusual format that I would post in an envelope.

Design considerations

Once again I considered my brand. My website uses lots of white space to keep it fresh looking; the text is grey and I use a green accent colour (also found on the business cards). It was important for my brand that I maintain these aspects in the design of the card.

I wanted to choose images that showed various facets of my work, and I took a lot of time choosing images that worked well together and also allowed me to maintain the design considerations listed above – especially with the use of white space to keep it fresh.

For the full article check out Timothy’s blog posting.