Los Angeles & Beijing
Having worked together on many projects over the course of several years, Robert and Harrison finally turned the lens back on the photographer himself. In 2016, they collaborated to provide clarity in Harrison's business direction and create a brand that could properly showcase his immersive photography.
Brand Identity DESIGN
Social media strategy
One of the main challenges to Harrison's workflow was his versatility. Like many independent professionals, he was capable on many fronts and could execute in many capacities, but lacked the clear storytelling that could position him for the type of work he wanted and away from what he did not. A major part of the goals for a brand consultation are to create a business's own definition; on content, and in services. If you do not define yourself, your clients will create a definition for you based on their needs.
Harrison is drawn to high contrast imagery with a singular statement: exciting locations, travel, outdoor sports, aeronautics. His image choices were unique for this practice: they were not only representative of ideas, but of an aesthetic reflected in his work.
Harrison Schaaf is a director and cinematographer who creates visual narratives with a focus on immersive and exciting experiences.
By seeing a project from creative concept to fulfillment – from logistics to cinematography to sound and editing – Schaaf is able to execute clean and comprehensive visual stories.
Autonomy: continued ownership of workflow
Creativity: an active role in concept development
Excitement: Better client, better projects, experiential capital
Buzz Words & Catch Phrases
Immersive, comprehensive, narrative, bold, compelling, exciting, experience, "field notes."
Position business around visual storytelling. Target clients that need immersive storytelling with a focus on travel, the outdoors, and exotic locations by positioning as a specialist in this type of content. Develop a design system that supports this. Streamline and package services for a faster, cleaner onboarding process.
Design was then driven by two things: a need to properly showcase the work in Harrison's portfolio, and an evocation of the type of work he was hoping to create in the future. Most often, clients hire for what they already see.
Typography in USe
A combination of DIN Condensed and Proxima Nova gives a bold, semi-militaristic feel. The descriptions of his projects, told in first person, feel like field notes or journal entries.
An immersive set of rotating image backgrounds define the landing page
Works are showcased via large imagery with overlay titles
Each Film project opens on a large video that throws viewers right into the work