Pivoting from one photography genre to another can be a simultaneously terrifying, yet freeing experience. On one hand, you feel like a newbie and imposter all over again. On the other hand, you feel like you have nothing to lose because you haven’t invested in it yet. If you’re like me, you may have so much passion for what you do, that you have wrapped your identity into that photography genre. You may have a community of photographers and clients that you’ve been with for many years. It can feel like you’re having an identity crisis, as you transition from one genre to another. The unknown of who you will become next can be quite unsettling. It can also be a huge, positive growth experience.
15 years ago, I started my photography business. I was a wedding, event, and family storyteller for a great deal of that time. Before that, I earned both my Bachelor degree in fine art photography and a certificate of interior design. First, I worked in kitchen design and interior design for a number of years. I then returned to photography with weddings, portraits, and events. I poured my heart and soul into those related genres. When my heart needed to do something different, it felt like an identity crisis, like I was losing part of myself. At the time, I didn’t know I would re-find myself in such an exciting way, through architectural photography.
I knew that it was time to do something different, but I wasn’t totally sure where to go next. I experimented with documentary family photography and community events, coaching other photographers, and even built websites for a couple of photographers. I saw some of my wedding photographer friends dabbling in interior design photography. Having worked as an interior designer in the past, it sparked my interest, but I wasn’t sure if it would be for me. Architectural photography had always seemed so technical...and tripods? I thought those were for the gear-obsessed, prosumer landscape photographers I’d seen on local Facebook groups. Little did I know, I’d soon be talking about tripod heads, specialty lenses, circular polarizing filters, flash vs. ambient frames, straight verticals, day rates, and licensing fees. What a nerd! (Confession: I’ve even taken a few landscape photos since then, too.)
How I started
I started to refamiliarize myself with the interior design world. I researched all the interior designers in my local area. On Instagram, I followed interior designers, trade magazines, and interior and architecture photographers. I went to a home show in my area. I took my camera and asked if it was okay if I took some photos. I was able to gain some practice and build a small portfolio so that I had something to show.
I also reached out to an interior designer I was acquainted with. We met at a wedding I photographed 10+ years prior. I had photographed one interior design-related project for her about 5 years before, but at the time, being an architectural photographer was not on my radar. A few months after reaching out to her about officially adding interior design photography to my portfolio, she contacted me about doing a shoot. (That seemed like the longest three months of
my life). Lucky for me, this talented designer had a stunning modern project for me to photograph. It is still one of my favorite shoots. Those photos quickly launched me into more projects for other designers. Did I get lucky with an amazing project? Partly. Did I work hard and care about this person? Yes. I enjoy connecting with people and staying in touch. She and I had stayed in touch over the years because we had a nice experience at a wedding. It turned out to be a wonderful working (and friendly) relationship, years later. Moral of the story: work hard, be kind, stay genuinely connected to people, and make the best of opportunities that come your way (or that you create for yourself).
What you can do:
Make your own opportunities
Look for any opportunity that you may already have in your life. Do you know any interior designers, a friend with a lovely home, or a real estate agent? Get creative with getting access to spaces to photograph. Approach people you know and ask if they would be willing to let you photograph their home or space. Be honest about your experience level and keep it low pressure for yourself. It’s okay to say it’s your first time and that you want to gain experience.
Remember that rejection isn’t personal
With wedding and family photography, we deal with people on a more intimate level and a rejection can feel quite personal. Interior designers and architects are running a business, and a rejection is just that. Some designers have a photographer they already love working with, so it may be hard to get them to give you a try. Their projects might not be ready for photography, or they just might be too busy to say yes at the time. Keep working at it. There will be yeses.
Educate yourself
For someone transitioning to interior photography, The Grove is truly a great place to learn, whether it is from the generous free tips in the email newsletter, the Field Notes, the Facebook group, or from the courses and resources.
Go shoot something
There is nothing better than just going out and making photographs. If you’re interested in architecture photography, go out and photograph buildings in your city. There are plenty of interesting buildings, new and old, that can be photographed from public streets, where you are legally allowed to photograph. Photograph your own home. Even if you don’t live in a palace, you can practice composition, seeing how light moves throughout the day, working with strobes, getting to know your tripod and tripod head, exposure bracketing, camera settings, and more.
Residential real estate photography is an excellent, lower-pressure place to hone your craft. The threshold to access real estate photography is lower than for interior design or architecture. You’ll be able to work through composition, lighting, and getting used to photographing spaces. Real estate photography is a fast-paced business, but try to sneak in a little time to do some shots, just for your own portfolio. You’ll want these to have a more editorial look than the traditional wide-angle real estate shots. Once you have a small portfolio, you can consider applying to photograph long-term rentals, through platforms like AirBnb and VRBO. You’ll get access to homes that are generally more stylish. When you have established your portfolio a bit more, you can introduce yourself to interior designers.
Use the skills you already have
You aren’t starting from scratch. Working with clients, sending contracts and invoices, marketing, relationships, online proofing, camera settings, seeing light, your point of view; you know a lot already, and have invested the time in learning and developing these skills. You are adding a new skill set, but you aren’t totally new. What are your strengths in your previous or other genres? Are you really good with people, know the ins and outs of studio lighting, have a unique style or viewpoint? Maybe you’re a great storyteller or you see and use available light really well. Harness these strengths to propel yourself in interior design photography.
Don’t be like everyone else
An easy trap to fall into is feeling like you should work in a style like other photographers. Often, the people who stand out are those whose style is different from the rest of the crowd. You will, undoubtedly, need and want to experiment with similar styles and techniques, but stay true to your unique vision.
What I learned
I learned a ton. Besides all the technical, compositional, pricing, and licensing aspects of architectural photography, I learned that with perseverance, hard work, and building on what I already knew, I could do it (okay, maybe I was also a little obsessed). I learned that I found it refreshing to not photograph people, but I also learned that I miss the human element. I’m in the process of figuring out how I want to blend both. There is always more to learn, but I feel good about where I am and where I’m going.
Conclusion
In the last 3 years, I went from no clients to being an in-demand photographer for interior designers and commercial architects. I learned that my city was needing an injection of fresh architectural photography blood. It felt like a slow road in the beginning, but before I knew it, I had exactly what I wanted. Using all the tools I had already learned from my time in my previous genres showed me that I was closer to my dreams than I realized.
I believe that you can do it, too.
About the Author...
Melissa is an architectural photographer, based in Salt Lake City, Utah. She is particularly interested in the stories of spaces and places, and the feelings and memories evoked by atmosphere and light. Melissa likes to ski, and take road trips with her family through the western United States.
Website: www.melissakelseyphotography.com
IG: www.instagram.com/melissakelseyphoto