The Power of Collaboration

Architectural photographer Beth Singer talks about the importance of the relationship between interior designer and photographer

There are many factors that play into making great images of an interior design project, says Beth Singer, a Franklin, Michigan-based architectural photographer. While creativity is one of the most important components, close collaboration between photographer and designer is essential too, she says. And with more than four decades spent photographing architectural interiors and exteriors, Beth is speaking from experience.

Beth’s portfolio of work ranges from large commercial architectural projects to small residential locations. For the past 15 years however, Beth has focused entirely on the high-end residential market. Along the way she has amassed a long list of repeat clients, including Ellwood Interiors and Jones-Keena & Co., both located in Birmingham, MI. She says she especially likes building on existing relationships with clients who already understand how she approaches her work, and vice versa. Amanda Sinistaj, owner and Principal Designer of Ellwood Interiors, echoes those thoughts. Beth has been photographing Ellwood’s design projects for the majority of Amanda’s 18-year career, including the decade since she started the company.

“I love the designer being part of the creative process,” Beth says, adding that understanding the designer’s vision for the project is key to a successful collaboration. She finds that sometimes simply bringing fresh eyes to a design project, especially one that may have been many months long, can be very valuable. “That’s the kind of teamwork that I love, that makes the project shine”.

Amanda says that when looking for a photographer to partner with, the three primary things a designer should focus on are the quality of the photographer’s work, their professionalism, and their willingness to collaborate.

“The most important thing is to find a photographer with whom you can share ideas and who understands what you’re trying to achieve,” says Amanda, adding, “She’s so fun to work with, which is important to us too.”

The majority of Beth’s work is in central and northern Michigan but she has also done jobs in such places as Florida and the Caribbean. Shoots generally take two days of on-location photography, she says, though some of her more involved projects take as much as five. Generally there is also at least one additional day of editing and post-processing of the images for each day of photographing.

Beth says she usually works with the lead designer of a project and one or two design assistants, as well as her own assistant. “One of the

Charleston Forge Springhouse Lounge Chairs Interior design by Jones - Keena & Co. Photograph by Beth Singer

reasons I absolutely love working with interior designers is that they’re the best stylists,” she says, and working as a group enables the design team to set up one or two rooms ahead of the photography team.

“I don’t like to just shoot a single room — I like my images to tell a story, to show the layout of a house,” Beth says of her process. She likes to build a lot of depth into her images and so rather than photograph just one room, she will often look for opportunities to make photographs that show elements of two or three rooms.

With new clients who don’t have a lot of experience staging projects, she always offers walkthroughs prior to photography. She’ll make suggestions on styling and give them ideas on how to add depth to a scene by adding or removing pieces of furniture, or how to layer using fabrics and textures.

“I’ll tell them what it’s going to take to get ready for the shoot and what each area will need to look its best,” she says, teaching them the tricks of the trade like how to borrow props, and that you shouldn’t photograph a library with paperback books in it.

“The walk-through is so important for new clients — to have a discussion and make sure they are going to get the variety of shots they need,” she says. “I’m very meticulous and it’s got to be perfect.” Lucy Earl, president and owner of Jones-Keena & Co., has been using Beth as her photographer since the 1980s.

“I was immediately impressed by the style of her work,” said Lucy of when they met. She currently uses Beth for 6 to 10 projects per year.

Lucy sees top quality photography as an investment. To that end Jones-Keena uses Beth’s work on a variety of platforms, including social media and the company’s website, as well as for submissions to design contests and magazines, and for publication when they do secure editorial coverage.

Whether working with a new client or one she has known for years, Beth focuses her process on making sure her clients are happy.

“I love the creative challenge of each project,” she says. “I still get behind the camera and I can’t believe how lucky I am that I get to do this.”

See more of Beth’s work at www.bethsingerphotographer.com

Learn more about Ellwood Interiors at www.ellwoodinteriors.com

Learn more about Jones-Keena & Co. at www.jones-keena.com