Gone are the days of stuffyschool photographers. Progressiveminds need progressive visuals.
In an era where prospectivestudents and parents make decisions based on online research (such as socialmedia)... high-quality stills andvideo play a crucial role in pushing prospective students over the line.A carefullycurated set of images can communicate an institution’s values, academicexcellence, and campus culture in a way that words alone cannot.
Over the years I’ve worked with numerous academicinstitutions, from schools and colleges to renowned universities. Each specificbrief brings its own set of challenges, making this sector one of the mostrewarding and diverse to work in… taking me all over the country to captureeverything from academic life to major sporting events, London Fashion Week, artshows, musical performances in some of the most renowned concert halls in thecountry and more.
A large portion of this work has been in collaboration with marketing agencies, meaning that the stakeholders involved are numerous. Marketing directors, brand managers and faculty staff and student representatives all need their different perspectives to be balanced whilst maintaining a single visual language... Anyone can take a good photo… Taking a good photo iteratively whilst maintaining brand consistency is where the professional academic photographers take the edge. Schools often have clear brand guidelines, which I incorporate into my compositions and aesthetic while ensuring that the imagery remains fresh, engaging, and inviting. This is particularly important when working with marketing agencies, as the final images must align with both the agency’s creative vision and the institution’s established branding… Often I get called in when a School or college is undertaking a re-branding, therefore it’s vital that the images created fit perfectly with the various stakeholders vision!
Photographing for educational institutions is morethan just capturing buildings and students; it’s about telling a story. Eachschool or university has a distinct identity, often guided by a strict set ofbrand guidelines and my role as a photographer is to visually communicate allof the elements into a cohesive set of images and films. A typical brief couldbe showcasing students within the school facilities, or capturing the electricatmosphere of campus life… Whatever the case, its important to always tailor theapproach to affectively reflect the institution’s ethos.
The Challenge of Shooting in Live Environments
Unlike a controlled studio environment, academic shootsrequire flexibility. Schools and universities are bustling places, which meansworking around class schedules, avoiding disruptions, and often adapting tounpredictable weather conditions for outdoor shots. The key ispreparation—coordinating with staff, scouting locations in advance, and beingready to capture spontaneous moments that reflect the real energy of a place.
Notable Projects and Highlights
I’ve worked with many academic institutions… CATS GlobalSchools, CSVPA, Stafford House, and Norwich University of the Arts to name afew. Each project has offered something different. High-energy prospectusshoots to more considered and conceptual advertising imagery, the diversity ofmy work has seen me travel across Europe, capturing everything from sportingevents to high-profile cultural pillars such as London Graduate Fashion Week.
One standout project was my work with Norwich’s Universityof the Arts, where I captured not only the academic experience but also thevibrant student life and impressive facilities… I was also part of the ‘Makersand Creators’ campaign which highlighted the universities excellent lecturingand teaching support staff through a series of cinematic imagery capturingthese practitioners within their studios. This project, like many others,required balancing input from the university’s marketing team, an externalagency, and internal faculty members, ensuring that the final visuals servedmultiple purposes across digital platforms, prospectuses, and recruitmentcampaigns.
Final Thoughts
Academic photography is about more than documentation; it’sabout storytelling, branding, and creating a visual identity that resonateswith students, staff, and stakeholders. With the involvement of multipledecision-makers, adaptability and clear communication are key to deliveringeffective imagery. It’s a privilege to contribute to shaping how institutionspresent themselves to the world, and I look forward to continuing tocollaborate with schools, colleges, and universities as well as the marketingagencies that support them.