LMCG

LMCG is an agile, focused, and highly effective boutique investment firm. Helping to differentiate LMCG from their peers, we recommended using black-and-white instead of color imagery. LMCG wanted to go a step further and asked that the several days of photography be unscripted. They preferred a photo-journalistic format, rather than set up, staged, and heavily art directed. When taking the pictures, the free-form approach helped make the moments real. If you look on their website, you can tell in an instant how imagery can make a world of difference in telling a story. They don’t look like any other firm in their financial space, and that was exactly the point they wanted to make.