My values
A guide for creating; a conscientious approach
With a belief in a more tender and thoughtful approach to visual content and the marketing industry, my practice is centred around a collection of core values —
Unearthing / Integrity & Alignment / Time /Environment / Artless Grace — seeking to retain clarity and direction in every project.
This compass of values is a guide to creating, taking care to remain conscientious in both personal and professional explorations.
I look to work with like-minded people prioritising ethics, innovation and true sustainability, creating opportunities for genuine collaboration.
UNEARTH —
Revealing what lies beneath; reconnecting to what has been lost
In the smallest of details — tail-ends of conversations, the places we’re drawn to, the objects we collect — are hints to an inherent sense of identity that manifests uniquely in each of us.
The act of unearthing is to reveal and reconnect to what already authentically exists within us — a design style, art-direction or concept waiting to be realised.
When we feel a disconnect from our own sense of identity, sometimes we steer away from what truly resonates, feeling lost for direction and longing for guidance to move forwards and flourish as creatives or brands.
With an open and creative focus, I work in close collaboration to unearth a deep understanding of a client’s ethos and aspirations, guiding this into the visual to mirror a true reflection of identity. In this, I seek to uncover a sense of connection that extends beyond a brand to resonate with their audience.
INTEGRITY & ALIGNMENT —
The state of being whole and undivided
Once unearthed through creative conversation, authentic brand identity needs to be translated in ways that retain a sense of wholeness.
Through interconnected services that nourish and sustain each other, I work in multidisciplinary mediums of photography, art direction and design to offer beautiful consistency within a brand’s visual content.
This holistic approach forms a visual language where every opportunity for content speaks to each other, and, in turn, its audience. For instance, I plan how the imagery of a shoot will translate to the website design, how it will look on the social feed, and how it will appear in print, in a cross-network of seamless aligning.
In this, every visual meeting of a brand is one of cohesion, deepening a sense of understanding, meaningful connection and trust between its audience.
PLACE & ENVIRONMENT —
All that surrounds us; a symbiotic nurturing
Landscapes ground us into a sense of belonging. One person’s home is different from another’s, but through exploration and immersion, our surrounding environments offer deep nourishment and inspire creativity in their scenes of natural beauty.
This invites deep appreciation and a belief that the creative industries can play a meaningful role in advocating for sustainable practices. Collaborations with individuals and brands are centred around shared values; I work with a strong ethos of presenting environmentally friendly solutions and innovative ideas within projects whilst balancing a client’s profitability, believing that beautiful design should enhance a customer's experience without compromising the planet or risking greenwashing.
In these collaborations, I look to inspire reconnection to homelands and new landscapes, cultivating a sense of community and belonging that establishes the culture a brand is an interconnected part of.
TIME —
A measurement of time taken, or the continuation of the past, present and future
Guiding the process from beginning to end, time is a quiet yet essential part of creative practices, allowing for exploration, experimentation, evolution and refinement. Time offers the space for inspiration to flourish and for concepts to develop in ways that cannot be rushed.
In professional and personal practice, I work closely with time as both a practical and conscientious value. The first is in planning, ensuring that projects are as efficient and purposeful as possible, whilst allowing for the natural rhythms of the creative process. The second is the concept of timelessness, looking to design and photograph lasting visual content that transcends fast-paced trends and remains beautifully relevant, staying true to integrity and authenticity.
ARTLESS GRACE (‘unfiltered beauty’) —
An innate, uncontrived elegance or beauty that effortlessly captivates through natural simplicity; pure, without artifice or pretence.
Beauty lies within everything; a place, a person, an object, a fleeting moment; it’s not an objective quality, but a feeling that can be experienced firsthand, or captured to translate to another. I see beauty as artless — natural, honest and effortless.
In my photography, I seek to capture people as they are, drawing out the authentic moments that beautifully represent their true sense of self. Through a delicate and skilful approach to shooting and post-processing, I work with sensitivity, avoiding editing techniques that may distort body image perceptions.
In this, a pure, unfiltered and unconventional standard of beauty manifests organically in a gentle counter to harmful and unrealistic ideals. Through capturing artless grace, I hope to redefine concepts of beauty, and gently enrich how we see each other and the world.
Based in Cornwall, working internationally with creatives, brands and publications around the world.