Wistia Brand Photography
My roles: creative direction, styling, and set design
Photographers: Jon Doucette, Adam Glanzman
Wistia Team: Alex Friend, Adam Day, Erica Griffith, Tiffany Chu, David Sizemore, Danielle Spinosa, Stephen Petto, and a big thanks to all of the Wistians who lent their faces to this project
Completed in Cambridge, MA at Wistia.
In 2023, we rebranded Wistia with a new wordmark and a new, human-forward visual system. Each member of the marketing design team took on an element of the new system to own and I chose photography. We’re a tech company, so while we put a lot of emphasis on highlighting our product, we forgot to highlight the people who use the product. I proposed creating a library of branded photography that would include highly stylized lifestyle photography, fueled by color and humanity, just like our new visual system. We wanted to give customers a playful, aspirational setting to imagine themselves using our product without the typical corporate gleam. These photos have seen and continue to see use on our website, social assets, paid media, and beyond.
BEFORE: Wistia’s photography style was a mishmash of video screencraps from various marketing videos, professional photography taken in the office once in a blue moon, and when there was no photography to complete the story, the design team used illustration to fill it in.
AFTER: Once a cohesive photography style was in place, we began to see a complete brand story. One that centered humanity within our SaaS brand and made sure that both the customer and the folks who worked at Wistia were not just highlighted, but celebrated.
