The industry insider: Yeshen Venema
For our first industry insider interview, we spoke to product photographer and SquareSpace expert, Yeshen Venema. Based in Islington, London, Yeshen has a great passion for helping small makers and micro-businesses thrive, and does so through capturing their products in a visual way.
CAN YOU INTRODUCE YOURSELF AND EXPLAIN WHAT YOU DO?
Yeshen Venema, Product Photographer and Squarespace Specialist.
HOW DID YOU GET STARTED AND TO WHERE YOU ARE TODAY?
Although I studied Photography at school my post-grad education was in marketing and I worked in many roles across music, events and education. While working with a brand called Nom Living I started taking all the product shots and overseeing their website project. I enjoyed both so decided to go freelance. At the time my wife and I had a big animation project which covered the bills while I built up my first clients by networking at trade shows like Top Drawer and retail events like Spirit of Christmas. I also became fast friends with the writer Katie Tregedden and she introduced me to basically everyone on the design scene - which led to me specialising in working with makers and designers. From my first mini studio (our lounge) to a dedicated studio on Thornhill Square I have spent a lot of time in taxis and setting up equipment in strange locations. We’ve been here for 5 years and love it.
HOW WOULD YOU DESCRIBE THE STYLE OF THE WORK YOU PRODUCE?
I shoot product and lifestyle images for makers, designers and small brands/shops. My style has a clarity and focus on the product, the stylists I work with help me create images for a huge variety of businesses but the consistent factor is the clarity.
WHAT’S YOUR CREATIVE PROCESS ONCE YOU’VE BEEN GIVEN A BRIEF?
This starts way before I get the brief, I send all new clients my Shoot Prep resource which covers everything they need to know regarding preparing for shoots from props and styling to the end use of the images. A stylist is involved at least 50% of the time and I am fortunate to with with some very talented stylists, you can read about them here.
If there is a lot of lifestyle images required the stylist will work directly with the client to prepare the style of the shoot covering surfaces/backgrounds, props and mocking up concepts for the images. We often search through markets, antique and charity shops for the right props - definitely one of the highlights of the job. Clients often do not realise that they have beautiful props at their own home, or available from their family.. such unique items are more effective at telling a story than brand new things from the high street.
WHAT’S BEEN YOUR MOST DIFFICULT CREATIVE CHALLENGE SO FAR?
I would say on the technical creativity side shooting the LED light bulbs for Well Lit for the first time or the shoot I did for ceramicist Maggie Zefara. Both shoots required me to dive deep into the bible of product photography (Light, Science, Magic if anyone is interested) One thing that brands might not know about the service you offer? I often do shoots and websites for the same client, sometimes even on the same day.
Ceramicist Jacqui Ramrayka is a great example, we did a shoot in the morning and built her website in the afternoon - I could only do this with Squarespace and I love to work this way. The sense of transformation is so satisfying.
WHAT’S THE PROJECT YOU’RE MOST PROUD OF?
The shots I have done for Well Lit literally transformed their business. They had a fantastic product but no professional images. Seeing them grow their business and opening a box with my images on the packaging was incredibly satisfying.
WHAT WOULD BE YOUR ADVICE TO SMALLER BRANDS WANTING TO INVEST IN YOU?
Investing in professional photography is crucial if you want to sell your work, either online or in person. The confidence boost a client gets from a set of high quality images is hard to beat.
5 TIPS FOR OUR MEMBERS ON WORKING WITH A PROFESSIONAL PHOTOGRAPHER?
1.
Make sure the photographer is a good fit for your brand. Every top photographer has a speciality and this should be obvious from looking at their portfolio. Some are right for shooting reflective jewellery, others are great at portraits - find the right one for the job.
2.
Start thinking about the shoot a few months ahead and plan the session alongside the photographer and stylist. A day can pass very quickly and you need to make you sure you make the most of the time and get the images you need.
3.
Think about how you’ll be using your images in the year ahead and pay particular attention to specific crops and layouts you’ll need - for example, if you need a wide image with space to the right, make this clear to the photographer/stylist.
4.
Less is usually more, less shots, less props, less stressful logistics… simplify where you can and focus on what is special about your products.
5.
Enjoy it! A shoot is a day out of the studio/office for you and a chance to get some perspective on your work. If you plan well, it should be an inspiring day.
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