AUTHENTIC BRAND + COMMERCIAL LIFESTYLE PHOTOGRAPHY
FOR LEADING MANCHESTER OPTICIAN

JONES AND CO. – MANCHESTER'S LEADING INDEPENDENT, STYLING OPTICIAN BASED ON KING STREET, PARTNERED WITH ME AS THE MANCHESTER COMMERCIAL PHOTOGRAPHER TO REFRESH THEIR VISUAL CONTENT WITH AUTHENTIC BRAND PHOTOGRAPHY, MARKETING PHOTOGRAPHY, PLACEMAKING PHOTOGRAPHY AND A SHORT VIDEO THAT TAKES THE THE VIEWER THROUGH THE RELAXED AND PROFESSIONAL CUSTOMER EXPERIENCE. 

Over several months, I worked closely with the team, capturing their customer journey first-hand. The terms 'authenticity' and 'humanity' had been dropped a few times in planning discussions so I had to experience it myself to know it for myself. It helped me appreciate and capture the warmth of the team and the bespoke service they effortlessly deliver while always paying attention to every detail.

Throw in that building, an enviable location in the heart of Manchester, stylish interiors and beautiful colourful products and it was a dream to photograph. Architecture and placemaking photography was also used, to celebrate not just their iconic building, but also their neighbours–encouraging their clients to stay and enjoy what Manchester can offer.

The final imagery highlights not only their personality and professional offering but also situates their brand firmly within the heart of the city, tempting clients to turn an appointment at the practice into a memorable day out in Manchester! Why not?

BRIEF

Jones and Co.– an independent styling optician based on Manchester’s iconic King Street, approached me to work with them to supply a suite of new visual content. They needed new authentic commercial lifestyle photography that more accurately conveyed the personality of the business and their friendly team of experts.

They weren’t just after new team photos or general product shots. They needed something much bigger. A refreshed suite of imagery and video content that truly reflected who they are — a premium, boutique optician with a razor-sharp brand identity and a warm, welcoming team that delivers a personal and genuinely enjoyable experience to every client.

As a specialist in commercial lifestyle photography, I knew that we’d need to show much more than just products or processes. This was about capturing their people, their passion, their place — and how all of that comes together to shape the customer journey.

Architecture photography and interiors photography came into the mix as Jones and Co. boast an incredible location to call home – 82 King Street, the listed former Bank of England building that you can't help but admire as you stroll down King Street.

We planned a series of brand and marketing photography shoots designed to:

 - Showcase the step-by-step client experience
 - Highlight the premium styling service and expert team
 - Reflect the distinct personality of the practice
 - Capture the architectural brilliance of their location
 

And finally, bring in elements of placemaking photography to show how visiting Jones and Co. is as much about the location as the service, because let’s be honest: when you’re heading to a styling optician that’s located in the heart of Manchester, you’re not just popping in for a quick appointment — you’re stepping into something special, so why not make a day of it?

A selection from the placemaking photography is included below.

PROCESS

From day one, this wasn’t a job where I could just rock up with a camera and shoot. I needed to get under the skin of the brand. So that’s exactly what I did.

I spent time with the Jones and Co. team over several months. I chatted with staff. I watched how they worked. I even went through the full customer journey myself — start to finish. Why? Because if I didn’t understand the nuance of what they offer, I’d never be able to capture it properly.

UNDERSTANDING THE DETAILS

It quickly became clear that this wasn’t just another opticians. From the carefully curated interiors to the way they talk you through your style choices — everything had been thought about. The building itself is stunning, located on Manchester’s prestigious King Street. It’s full of character and class, which mirrors the ethos of the business. But what really sets them apart is their team.

The vibe? Think premium service with a proper northern welcome. Friendly. Attentive. Professional. There’s no clinical detachment here — it’s all about connection, care, and confidence.

PLANNING THE SHOOTS

With all this in mind, I planned a series of commercial lifestyle photography and video shoots that would allow us to gradually build a bank of visual assets.

HIT PLAY ON THE VIDEO BELOW TO WALK THROUGH THE JONES AND CO CUSTOMER EXPERIENCE FOR YOURSELF

Across multiple sessions, I captured:

Exterior and architectural photography to celebrate some of the features of the listed building
Interiors photography that showcases the unique interior design and retail space
Commercial lifestyle photography to show behind-the-scenes shots of the team working as well as interactions between clients and staff
Product photography and detail shots of their unique range of frames
Placemaking photography for local city context — highlighting some of the exciting, premium amenities and brands that surround their King Street location

Each shoot was carefully timed to catch different moods: morning light through tall windows, bustling lunchtime scenes, and the soft glow of early evening. The building itself became a character in the Manchester story we were telling. We also deployed the drone to capture drone photography of the building, positioning it in context of the exciting and ever-expanding city landscape.

Consistency was key throughout the process. Every photo and video clip needed to feel like part of the same story. That meant using natural light where possible, keeping colour tones warm and sophisticated, and ensuring the energy of the brand came through. Some images focused on the serenity of a styling appointment — slow, thoughtful, precise. Others captured the buzzing hum of team conversations or the warm laughter shared between staff and returning clients. This was about making the invisible visible — showing care, time, and personal connection in every shot.

PLACEMAKING PHOTOGRAPHY WITH PURPOSE

Now, let’s talk about placemaking. This wasn’t just about making the practice look good. It was about rooting it in its environment — showing how coming to Jones and Co is part of a bigger experience. We photographed the approach to the building, the signage, the street scenes — even the doorways and the texture of the stone steps. We wanted to help potential clients visualise their visit: how they’d find the place, what they’d see as they arrived, and how they could turn their appointment into a day out in the city. This layer added richness to the brand story — and tapped into Manchester’s energy, creativity, and sophistication.

RESPONSE

The final visuals aim to tell the full story of why you should choose Jones and Co for your eyecare. Yes, we captured the technical side: the professional eye examinations, the precise styling consultations, the luxury frames. But just as important were the smiles, the handshakes, the quiet moments of connection. The way the team made clients feel like they were the only person in the room.

When a business is built on trust, personal style, and confidence — the brand and marketing photography has to do more than tick a few boxes. It has to embody the why behind the what. By focusing on both the expected and the unexpected — the polished and the personal — we were able to reflect the true value Jones and Co offer: a tailored, expert, enjoyable experience, rooted in place, personality, and professionalism. This is where commercial lifestyle photography shines. It’s not about product shots on white backgrounds. It’s about telling stories. It’s about showing how a brand lives.

Working with Jones and Co was more than just a project — it was a chance to help a brilliant brand articulate their identity in a way that feels natural, confident and true to who they are. From their iconic King Street location to their thoughtful, personalised approach, every element was a joy to document.

If you’re a brand that wants to do more than just “look good” — if you want to feel real to your audience, to let your personality, people, and place shine — then investing in authentic brand and marketing photography is one of the best decisions you can make. Commercial lifestyle photography allows your business to speak without words. To build trust before anyone even walks through the door. And if, like Jones and Co, you’re offering something truly special, then why wouldn’t you want to show that off?

FAQs

1. What is Commercial Lifestyle Photography?
Commercial lifestyle photography blends brand storytelling with real-life scenarios. It's designed to showcase your business, your people, and your products in authentic, relatable ways — not just posed studio shots. It helps clients connect emotionally with what you offer.

2. How does placemaking photography benefit a business in Manchester?
Placemaking photography roots your business in its local context. For businesses like Jones and Co, based in Manchester’s stylish city centre, showing the neighbourhood adds value to the customer journey. It turns a visit into an experience — and makes your brand part of the local story.

3. What makes a great brand and marketing photography session?
It starts with understanding. A great session captures not just your services, but the heart and soul of your business. That means photographing your team, your space, your process — and doing it all with consistency, creativity, and attention to detail.

4. How do you prepare for a shoot like this?
We begin by getting to know your business. That includes meetings, research, sometimes even experiencing your service first-hand. Then we plan out a series of shoots that align with your goals, capturing different elements of your brand story at different times.

5. Why is showing the customer journey important in visual branding?
Because people want to know what to expect. Showing the customer journey through images builds trust and removes uncertainty. When clients can see where they’re going, what the space looks like, and how they’ll be treated — they’re far more likely to book.