Here are some unique services NEW WORK PHOTOGRAPHY provides to stretch the value and impact of event photography.

1. THE STYLE SHOOT: Photography as an experience they’ll remember

Imagine a party where the guests are dressed up and ready to have fun… and enter to find a photographer’s studio set up, ready to take their glamour portrait.

Style Shoots break the ice and create an atmosphere of either VIP glamour, or just plain fun and laughter, depending on your theme! Guests at cocktail parties or charity balls feel like movie stars, while guests at a costume party will enjoy getting into character with fun props and backdrops provided by New Work.

2. PHOTO RESTYLING: Photography as a gift to wow your guests

You’ve chosen photos of your team, your guests or your clients that you would like to gift to them, either in digital or print format. Maybe you’ve also chosen a photo to blow up and print for your home or office space. Having the images restyled in black and white, vintage or poster art can be a wonderful surprise for the recipient and will make your event stand out from the crowd.

3. PHOTO BRANDING: Photography as a powerful marketing tool

Since you’ve paid for professional photography at your corporate event, why not stretch the marketing value further by having your photos branded with the event name and date, or even have your logo attached! These images can be used in social media and email marketing campaigns, as well as in brochures and other printed material to demonstrate what your business is all about.

Best of all, New Work’s packages always include a CD of images in high and low resolution so you can use them again and again in print and online.

Find out more or contact us to discuss how we can help make your event hot news!

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F.T.RUSSELL & CO.

Bespoke Tailors & Shirtmakers

Perth – Australia

www.ftrussell.com.au

F. T. Russell & Co.  offer a new approach to quintessential fine tailoring and shirt making and they are now in Perth.

Theirs is a personalised bespoke service that surpasses the standard tailoring outfitters. Together with sourcing the best cloth in the world, each piece is handcrafted for both male and female clients.

F.T. Russell & Co.’s philosophy is all about quality, being unique and tailoring to the individual whilst being committed to providing unrivalled service.

Originally from Melbourne Director Fiona Sofo saw the necessity to serve Perth’s savvy suit wearers. This is a chance for clients to step up from off the racks suits. “You can now have a personalised piece that fits exclusively to you without having to fly to Melbourne or Sydney” says Sofo.

“Our service is about providing you with an item of clothing of exceptional cut and fit. This gives you the ultimate in comfort you won’t receive with a ready to wear suit, in a style of your choice and of a fabric that is simply the very best available.

Our cloths are sourced directly from some of the oldest and most respected merchants in England and Scotland names such as Holland and Sherry, Scabal, Dugdale Bros, Harrison’s of Edinburgh and Acorn. These companies have a rich history of supplying the world’s best tailors for nearly 200 years.”

F. T. Russell & Co. have secured exclusive arrangements with these merchants, meaning they are now available for the first time in Perth!

Experience personal tailoring services by making an appointment at appointments@ftrussell.com.au

For further information please contact. 

Fiona Sofo - Director

Email: fiona@ftrussell.com.au

Tel: 0422 288 894

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Before the photo shoot

Chateau store shoot by New Work Photography

After an initial creative consultation, work begins behind the scenes to prepare your photo shoot. We develop a creative concept for the shoot that matches your personality or brand – whether it is for a personal shoot, an emerging label, a fresh look for your business or a website revamp. We then source a location, models, a stylist, hair and makeup artists, clothing, costumes and props as needed. We also might do research into target markets and competitors.

Depending on the nature of your shoot, you may receive a tip sheet on what to wear, or for more involved shoots, you will be sent a brief and schedule. We value your input and ideas both in the lead up to your shoot and on the day, to ensure you get the most out of your photo shoot.

During your photo shoot

Caldi Design shoot by New Work Photography

We are experienced in choreographing photo shoots and give clients and models lots of direction, so you won’t be left wondering what to do! We expect a level of nerves and our priority is to help you relax and enjoy the experience. We pride ourselves on superior customer service and attention to detail… you’ve heard it before but we work really hard to make it happen. That means we make sure we cover all aspects of photography you have asked for, producing professional, creative work that is in line with the original brief.

After your shoot

After your photo shoot, photos are edited and enhanced where appropriate. A CD of images in both high resolution (suitable for printing) and low resolution (for online use) is sent to you. We always endeavour to get the work to you as quickly as possible.

We care about our clients and like to see where our photos end up! We try to help after the shoot, by suggesting the best images for your website, creating special effects with your images or providing art-quality printing services for your favourite shots.

Backstage at the New Work Fashion & Photo Night

New Work Photography is proud to have a clientele of repeat customers and referrals. We value building ongoing relationships with our clients and seek to add continuing value through VIP offers and gifts. We welcome suggestions of how we can reward our ‘regulars’!

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Aura Woman was born 7 years ago when sisters Anastasia Brotherson and Tara Fowles opened their Subiaco store in 2004 – incredibly the company went from concept to reality in five weeks! The sisters recognised a niche in the boutique fashion scene and were quick to capture this specialised market, aiming to bring the women of Perth unique and flattering clothing to suit all shapes and sizes. Catering for petite to plus size clothing, maternity wear and beyond, the Aura Woman philosophy for creating innovative fashion for individual women has remained a key brand statement over the past seven years, and since opening their second store in Applecross in early 2007.

The team at Aura aim to provide the best shopping experience for the fashion conscious women of Perth, with extra care taken from the buying stage (every style bought for the stores is hand selected and tried on numerous body shapes to ensure the best and most flattering fit – emphasis is put on buying pieces that are flattering, made in the best quality fabrications and that are unique) right through to the personal customer service given by the staff in store including one on one styling for each and every woman.

We run VIP launches for new season ranges, styling sessions by our in-house stylists and have a brilliant loyalty program to that rewards our regular clients and keeps them up to date with the latest news and sales – all aimed at providing a shopping experience that is enjoyable from beginning to end…because we believe that every woman has the right to look and feel beautiful, no matter what shape or stage in her life she may be.

Stocked at Aurawoman

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Occasionally I receive advertising in the form of an email or direct message from business people in the outer reaches of my network that I have not met. This doesn’t bother me too much as I know the importance of spreading the word about a product, service or event and the value of connecting with those around you.

Wow, just for me?

But I do get annoyed when I begin reading what looks like a personal note to find it’s just a sneaky form of advertising – more than that, it’s almost like the wording is trying to suck you in deeper and deeper. It’s paragraphs and paragraphs of introduction, dropping comments about how many people they’ve helped and how good they feel solving other people’s problems. It might even include some specifics about your own business, so that when you do get to the point (that they’re trying to sell you something generic that you actually don’t want and have heard of a million times before anyway), you have already wasted 5 precious minutes of your day and worse, fractured your focus on something more important.

The worst, the absolute worst, is when it appears the sender has thought about what it is you actually do, but then you find hasn’t bothered to really find out anything about you because they’re a little off the mark. In my case, the classic is assuming I do weddings or that I own a portrait studio because they see the word ‘photography’.

A twisted message

Ok, I know that advertising is about persuasion. I know you need to think about your target market and push their emotional buttons. And I know that I should be suspicious of what looks like a personal letter when it’s from someone I don’t recall meeting. I just wonder, isn’t there a way to be effective with your message without hiding it among layers of pretending-to-care? The ‘I really want to help you’s and the ‘I know how you feel but here is the answer’s just turn my stomach.

Isn’t there such thing as coming from a position of ACTUALLY wanting to solve someone’s problem or meet a need, WHILE clearly demonstrating something for sale? Isn’t that just win-win?

R-E-S-P-E-C-T… you know how it goes

Do we have to be sneaky and manipulative about it, and to our direct contacts too? Maybe it’s time to step away from the marketing books and just think for a minute… these strategies must be used carefully, sensitively, and with RESPECT.

I’m no marketing expert, I just believe people are smart and can see through manipulative tactics. You can spot a phoney person a mile away. If you and your product or service holds integrity, surely people will be attracted to that?

It’s a tough market but this business lady won’t be resorting to direct marketing that isn’t anything but ‘direct’!

Ruck Rover General Store

(We love them because they are two sisters doing it for themselves.)

Back in 2005 sisters (and best friends) Claire and Isabelle had one of those wouldn’t-it-be-fun-if-we-opened-a-shop conversations. I’m sure you know the kind… gushing comments like ‘we could work for ourselves and do whatever we want!’, ‘we could play any music that takes our fancy all day long!’, ‘we could buy everything that we love for our store and get to play with the coolest products around!’. Then they started planning it. You know, just for fun. And then, all of a sudden, they realised that this pipe dream was actually achievable, and if they were going to do it they should do it right away.

Ruck Rover is one of Mt Lawley's cool hangouts

In October 2006 their little shop opened its doors, bringing in a host of lovely customers who have, over the last two years, also become their friends.

While their list of suppliers has grown over that time they have remained true to their aim of supporting small, independent designers from all over the world and offering the folk of Perth, Western Australia something unique.

After two years, and many phone orders from people around the globe wanting to get their hands on particular items, Claire and Isabelle thought it was time they made it easier for interstate and international shoppers, and busy locals, to buy their wares through an online store.

While starting as primarily a clothing store, with jewellery, bags and wallets and some other accessories on the side, as well as baby clothes, the sisters have slowly expanded their wares to include stationery, zines, other publications, scarves, sneakers and homewares.

Their love of Polaroid and instant photography meant that they became Polaroid stockists some years ago. Mainly as a way to have a steady supply of film for themselves and their friends! After Polaroid ceased production of many of the films, they picked up the Impossible brand films for those that just cannot do without. We still have some expired Polaroid film in stock, too!

This month, Ruck Rover are teaming up with Outré gallery for a special gocco print demonstration as part of Outskirts. To mark the occasion, they have printed a limited edition tee shirt featuring a design by Perth artist Creepy, who is part of a gocco print exhibition at Outré and also in Ruck Rover’s little art space, during late September / early October.

They are doing a special run of their own men’s tee shirts in time for Christmas, with some fun designs.

Facade Boutique

(We love what they’ve done with their website and we love that Rosie the owner’s dog visits the boutique!)

1. Have you always worked in fashion?

No!!  I lived and worked in Melbourne for 25 years and flew as air crew for Ansett for 23 years. Always had an interest in fashion and also exposed to fashion on my world travels.

2. How did Facade come about?

The business opportunity presented itself when I returned to Perth to live after being in the East.

3. What are the things you value most in your business? What makes Façade special?

My wonderful staff and our beautiful customers.  Façade is special as we form a personal relationship with our customers as personalised service is our priority.  Being a small business and all staff involved with the buying we have the opportunity in selecting specific garments and key pieces for our customers.

Inside Facade's Bayview Terrace store

4. Who are your favourite designers/features in your stores?

Mela Purdie for our Travel Wear

Brax, Betty Barclay and Michelle – all labels from Germany

Frank Lyman who is a French Canadian designer

And of course we offer quite a few more labels in store

5. Any plans/events/projects coming up?

We have just had a Mela Purdie workshop but we do have our Annual Fashion Parade in April every year and all proceeds collected are donated to the Cancer Council of WA.

We have a Spring Market Day coming up in Old Theatre Lane and is being held on Saturday 8th October in Old Theatre Lane and all the shops are participating in some way.

Bluebird Vintage

(We love this Aladdin’s cave of vintage wonders.)

My partner Steven and I have been hunting and collecting for almost 10 years now, and we finally decided last year to hang up our shingle as Bluebird Vintage, purveyors of vintage goodness! We called the shop Bluebird because of my penchant for enamel bluebird jewellery, and it’s also a sailor tattoo to symbolise distance travelled .. which I like, seeing as we procure unique items from near and far.

My experience is predominantly antiques and collectables, but my love for vintage fashion has taken over the shop, so Bluebird has ended up an eclectic mix of pretty frocks, retro homewares, old world curios and pop culture kitsch. We don’t have a great deal of space, but I think the stock is really well-selected, with emphasis on sought after items like1950′s dresses, 1950′s Ray-Ban cat’s eye sunglasses, deco lucite bags and costume jewellery.

What I love about vintage clothing is not just the sustainability and recycling aspect, but the fun and romance attached to finding and adapting these one-of-a-kind gems to your wardrobe. It’s like the clothes themselves take a little trip, changing along the way with different owners. There’s such nostalgic charm in the tailoring, fabulous fabrics and also provenance of vintage clothing, from a delicate beaded 1930′s gown to a bedazzled denim 80′s playsuit. It’s awesome, and if the fashion industry’s current love affair with retro-styling is any indication, old is the new new!

Tiny wonders at Bluebird Vintage

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• Check that the photographer you’re getting is the one whose work you like on the website – sometimes there’s more than one photographer and they don’t all have the same standard/style
• Make sure you get a meeting with your photographer to discuss your ideas/needs before you commit
• You should be able to find one that will include a CD of all your images for you to keep
• Try to find examples and key words of what you like to give to the photographer and check that they have the right idea of what you want (communication!!)
• You should be given a contract or terms of sale to sign beforehand so you are clear what you are getting. Even though you can’t redo your wedding day if you don’t like the photos, there should still be some sort of guarantee
• Try to pick a photographer who specialises in weddings or is really strong in them. Don’t choose a cheaper option that does generic photography because weddings may not be their passion. To capture the emotion of the day you need someone sensitive to this
• Careful with friends recommendations – look at their pictures, as it may not be that what they like is what you like
• Decide whether you want more candid ‘photojournalistic’ shots, arty images or traditional/fun posed ones and find a photographer that specialises in the style you like
• If possible, book your videographer separate – to get a really good film of the wedding you want someone who specialises in this.
• Usually you get what you pay for, but sometimes photography is a rip off. Smaller, boutique businesses may give better value for money because more time can be given to each client’s project, since there are fewer clients

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Studio snapshots

Lila’s breathless voice on the phone told me she was lost. Rushing from work, she’d hopped off the bus a stop early and now found herself walking through a suburban park in the growing darkness. The studio booking was only for two hours and the first hour was almost up, so I suggested we make it another day. ‘No, no, I’ll get there,’ said Lila, so I wandered out to find her, trying to direct her over the phone while standing on the street corner.

By the time we were settled in the studio we had 40 minutes to work. Lila had changed into basic blacks as directed, and now I handed her a long piece of stretchy blue fabric, which revealed a slight sheen as it moved. ‘Hold it over your head,’ I said, ‘and stretch it slowly in different directions.’

I snapped away and it wasn’t long before Lila had the idea and was making up her own shapes using her body and the fabric. She looked like a dancer as she played, tilting her head this way, stretching her arms wide. The contrast of the shimmering fabric and the black clothing created clean outlines against the white backdrop.

In 40 minutes we had some great shots and I was keen to get Lila to model again, impressed with her ability to relax on her very first photo shoot! Since then Lila has featured in some stunning art and fashion shoots at various locations.

Partying like a VIP

I pulled out the camera with its heavy flash to a chorus of oohs and aahs by the girls at Katie’s party. As I set up the first shot, a simple group gathering, everyone smiling and drinks in hand, other people in the bar started to look in our direction. They didn’t mind moving aside as I circled the group, getting party shots in groups of two or three. ‘Move aside people! I feel like a VIP!’ said one of Katie’s mates as she posed, hand on her hip.

The bar had a gorgeous lounge area that was perfect for more stylish photographs. I directed some of the guests to the lounge, where they posed amid chandeliers, antique furniture and satin wallpaper, looking like fashion models in their cocktail dresses and heels.

‘This was such a fun party, Katie!’ I heard one girl say as she was leaving, later that night. It certainly stood out and I had a lot of fun photographing it.

Bubbles, sequins and satin heels on the beach

I popped the champagne as I saw the girls arriving. I’d promised them a bit of bubbly before their shoot on the beach, to calm jittery nerves. They’d been instructed to bring a couple of favourite dresses and their shiniest bling for my art shoot, which centred on the idea of daydreams. It was going to be full of sparkle and fun.

‘What do we have to do?’ asked Alison and Fiona, as they dumped the ten dresses they’d each brought and reached for a glass of champagne. ‘Just splash about in pretty dresses while I take pictures!’ I replied.

We started with some shots on the sand, close-ups of their glittery make-up and jewellery. I then asked them to move a little way into the water, and I followed with the tripod, its legs stuck in wet sand, to get some beautiful blurred shots of the girls twirling and jumping. I’d brought a couple of back up dresses and even some satin heels from my trusty costume box, so the girls wouldn’t ruin their own pieces, but they were soon enjoying themselves so much that they didn’t much care if their clothes got wet!

People walking by on the beach casually stopped to do up a shoelace, but really they wanted to sneak a peek at the photo shoot. This always makes my models laugh! Two little girls moved in for a closer look at the costume pieces, no doubt wishing they could play too. It sure was a little girl’s daydream!

Is she going to a ball?

As Natalie sheltered from the wind in the shadows of the Indiana Teahouse on Cottesloe Beach, I set up my equipment and sought the perfect spot. Once I had it, I coaxed Natalie out into the sun, directing her to stand against a sand-coloured wall. The sun picked up the brilliant colours in her dress, an old ball gown she’d picked out for the portrait shoot. Simple gold jewellery and softly tangled hair completed the look.

As I clicked, struggling to keep the equipment upright in the wind, a family walked past and stopped briefly for a look. ‘It’s a wedding!’ said one child. ‘No, she’s going to a ball,’ said her sibling.

We made our way down to the sand, where the sea curves into a pocket at the end of the beach. After a few fun shots running up and down the steps to the jetty and posing on the rocks, we tried some quieter shots underneath the row of gazebos. But I soon had competition: I turned around to find a tourist happily snapping away at my model!

After braving the elements – and the public – fish and chips were definitely in order and we sat at one of Cottesloe’s cafes to look at the photos as we merrily munched away.

What clients have said after their New Work shoot…

“I hate having my photograph taken and hardly ever take a good photo. New Work changed all that, and made the experience pleasurable and fun. And on top of this I ended up with some great photos for my business promotional material. I can recommend New Work for your photographic needs.” – Wayne

“Julissa is a complete professional and able to relate and put her clients/subjects at ease to get the best possible photos. I highly recommend her services.” – Fleur

“I was so impressed by how professional it was. Everything was coordinated perfectly and the photographer really cared about other people’s input into what the shoot would look like.” – Cara

“I signed up for a photo shoot and even though the nerves were incredible, the photographer made me feel so relaxed, and really helped to guide me through the entire process.” – Janine

Make the most of fashion season and save 15% on fashion-inspired shoots for individuals and groups of friends when you book during September. More examples and information here.

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How much do you value the visual elements of your business or brand? Now, think about how much you judge other businesses by their ‘cover’.

The fast-paced world we now live in is highly competitive and highly visual. If you’re like most people, you will pay attention to your first, ‘visual’ impressions, fair or unfair. This might be the way a person dresses, their hairstyle, their body language and eye contact… or their website, office space, display books or marketing material.

I recently was shown a product designed as a gift people can buy, to raise money for a very worthy cause. My immediate impression was that the design let it down – it was dated, boring and a little daggy. I’m not suggesting people don’t buy fundraising products just for the value their money will bring to a charity, but I am saying that many, many more products might be sold if more attention was given to their visual appeal.

Looking ‘right’ in business becomes very important when it comes to using photographs of people or products. If the website or brochure design is fantastic but the photos clearly have come from an everyday camera or an unpractised hand, the value is immediately brought down. As mentioned in a previous article, Lighting is Everything, well… I’ve just said it. A professional with specialised equipment makes the shot work.

Designers and boutiques particularly need to pay close attention to the type of photographs they use. There are many examples of catwalk shots pinched from other websites and used by small businesses, or shots of wrinkled clothing snapped with a regular camera by someone who works there. The designers who make it to fashion festivals use professional models and fashion photographers to showcase their beautiful creations.

How much dollar value do you place on your look? How much more value could it be bringing in dollars, back to you?

Marketing experts, website designers and programmers, artists and photographers alike, are always trying to show people the importance of investing in a professional job. Some businesses get it, and it shows.

It’s not always easy to find the time and money to do it right, and I am personally doing it step by step. But having an awareness of how to do things right is a good start.

There are plenty of examples on our website of our work for our business and fashion clients… but you can always contact us to see more examples of the difference a professional photo makes.

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I’ve targeted key people asking them directly if I can add them to my mailing list, because I’ve really wanted to keep my business in their minds

I run competitions at events where if you sign up you are in the draw to win a free photo shoot

My next approach will be to run some online competitions, but I’m currently deciding on the best way to do this. One way will be to run them on my website

I’ve got signup buttons on my website, email signature and monthly newsletters. I still need to add this to my social media profiles

I tweet or post about my e-news articles on various social media sites. This includes a link to the newsletter or article, with a signup button, as well as share buttons

I try to send only quality material that is interesting to read, such as fashion and arts news, things to do around town and hints for budding photographers and business people. I also reward my subscribers with special offers and invitations

There are now businesses and software designed to create more awareness for your business and get you more subscribers. One example is www.vowcha.com.au. Make sure you choose your limits wisely and that the platform matches your brand

What’s working for you? Share it and help others. Oh… and if you want to subscribe to New Work’s newsletter and special offers, click the redcarpetcool button on the website www.newworkphotography.com

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