April 21, 2021

Midland Health - Live Life Better

Branding Photography

In August 2020 I was contacted by the team at Birmingham-based Private General Practice Midland Health for a branding photography commission. The team had been looking to update their marketing materials, website, and social media with 'real' imagery of their practice, staff, and work instead of the stock imagery they had been using. After an initial consultation to discuss the look they were going for and the range of imagery they required, the shoot went ahead at the end of September.

The shoot involved creating a range of natural and posed portraits of the 3-strong clinician team and their administrative team, along side imagery of them interacting with 'patients' undergoing appointments and examinations in the various clinical specialties offered by the practice (GP, ENT, Dermatology).

The team also required interior and exterior imagery of the practice which is located in the Cornerblock building on Cornwall Street in the centre of the city. This part of the shoot included creating interior imagery of the waiting area, the practice rooms, and also the design details that the team had put into the layout of the practice.

For the portrait sessions I used a range of natural light locations to give the most natural look to the team as possible, including their roof top garden with views over the city. The portraits were created with direction from myself to give a natural and approachable, but professional feel to them, which was the desired look for the shoot.

For the images of the clinicians interacting with their patients I had to use the practice rooms which did not have ideal natural lighting for what we were trying to create so I opted to use my Elinchrom ELB400 lighting system with Quadra pro heads to throw some extra light into the scene. By using one to two lights with umbrellas I was able to brighten the spaces and subjects to give them a bright and fresh clinical look.