PHOTOGRAPHY & VIDEO - commercial documentary editorial fashion portraiture
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What does the future hold? - My final PDP post.
The PDP has been an incredibly useful tool for looking ahead. Using the tasks to reflect on the skills I have gained and the lessons I have learnt has helped me make some decisions on what I want to do in the future.
One option is for me to do a Masters in Photography. UCAS recently emailed me regarding post graduate courses and I feel that my journey of learning is far from over.
League tables recently released are a helpful tool to find which is best suited. Because of personal restrictions I would have to do a distance learning course as Essex University does not have a masters course in photography available. Postgraduate photography courses are listed here
--> Photography postgraduate degrees
GRADUATE VOLUNTEER SCHEME?
I would also like to stay in contact with Colchester Art School as the environment and atmosphere is supportive and positive. Applications for the graduate volunteer programs are available to apply for shortly.
The programme is also part of my interest in gaining qualifications in teaching. Alumni from the photography course have used the same volunteer scheme as a way to progress into teaching and this would also be a great addition to a CV or proposal application.
The scheme has many benefits but the main one being able to help students who might need guidance, support or just someone who has been through the same ups and downs of a degree. I always appreciated the volunteers coming in and offering a helping hand or alternative perspective.
FREE RANGE LONDON SHOWS!
In the meantime, I still have my degree show at Free Range to think of. Unfortunately I am unable to be part of the hanging process as I am injured. My peers have kindly offered to take my work down for me. in the meantime, take a quick look at my online portfolio featured on the FREE RANGE website.
After all of that I think I will enjoy a well earned break and start thinking about my next photography project.
SEE YOU AT GRADUATION!

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PDP - CV Online and Print versions.
Below is a screen shot of my CV that I have included on my website. From researching other photography websites and classroom input the main aspects you should include are your qualifications, exhibition history, publications and clients. Some have also included a short profile and I have decided to do the same.
My printed photography CV is more detailed and features a list of skills that would be relevant to applying for a position relating to photography. I would also tailor the CV to attributes mentioned in the job description application.
Before sending out your CV it is vital you check spelling and grammar! If you are unsure get someone to proof read it for you as you may not see mistakes. They may also contribute something that you might have missed!
When including references use those who are relevant to the role or industry you are applying for if you can. I have included my course leader, a master printer and a photographer I assisted with as part of an internship.
It is also a good idea to look at the AOP find a photographer/assistant as there are plenty of examples that you can take inspiration from. The following example is of photographer Claus Morgenstern. His CV is clearly more extensive than mine but it is a good starting point.
Example CV from AOP website - Photographer Claus Morgenstern (above)
PRINTED CV VERSION:
Below is a screen shot of my printed CV. I have tried to keep pages to a minimum and only included relevant information. This is a first attempt at a CV and I am aware it needs refining and I will seek help from my referees.
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Portfolio - Installation Photographs
I made the decision quite early on in the semester that I would not include a printed portfolio. This was partly down to a talk by commercial photographer and guest speaker, Richard Boll who illustrated some valid points to having a website as a portfolio.
1. Easy to transport.
2. Always available to view.
2. Minimal printing costs.
3. Easily updated with current work.
4. Modern approach.
5. Professional appearance.
6. Clients are able to view images as they would appear on screen.
7. No risk or damage or deterioration of images.
However, despite of this I think I if had a planned portfolio meeting I would still like to prepare some images for viewing. There is something to be said about having a professionally printed portfolio. For commercial photography the need for images to be printed is probably not as high as perhaps for art based or documentary photography. It shows that you are aware of post production, editing and printing methods and display which is an essential part of your practice.
Having said that, for the purpose of the installation I decided to have professional images taken as part of my portfolio. These will be shown alongside scanned images of the polaroids and the digital file of the contemporary image. If there weren't any installation shots then I feel they would lose their context as stand alone images and the narrative would be misinterpreted.
WEBSITE PORTFOLIO - CLICK HERE


Two of the professional images I will include on my website portfolio. (above)
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Exhibition Night - A brief review
I guess I have the slight advantage of being able to include a review of the exhibition opening night due to my extension. Although I wish I hadn't dislocated my knee it has presented me with this opportunity.
The exhibition was a great success and we were all proud of how far we had come through the degree and what we had achieved.

One of my guests from Birkett Long Legal offices (above)
It was also the first time we had seen the exhibition space clear of tools and materials. It looked even more finished and professional.

Opening night! (above)

Opening night - before the crowds descended! (above)
Little finishing touches like our mounted artist statements, professionally printed business card set out on a table and the very cute addition of a vintage typewriter for people to leave their comments all added to the exhibition appearance and atmosphere.
I was extremely impressed at the amount of people attended the opening night. I managed to grab a few pictures from the beginning of the night but we were all soon busy chatting and mingling with guests.
A feature in The Gazette paper had also helped the guest list... (above)
Photography degree student, Carina Ioannou, said: “The degree has flown by incredibly fast and it has been a great journey of learning, discovery and hard work which has culminated in a fantastic exhibition of photography, art and design from all the pathways.
"Our photography class has produced some innovative, exciting and intriguing work we hope will really surprise our guests. "However, none of this would have been possible if it wasn’t for the tutors and staff nurturing us as students and artists. They really are the unsung heroes of our degree.”
My quote in the paper (above)
Looking back at the degree show I don't think there is anything I would change. We learned from our mistakes from exhibiting at the Minories, we individually and collectively researched and planned how we wanted the exhibition to look and all pulled together to create a successful exhibition.

A well deserved toast for our efforts! (above)
L to R - Barbara Benton and her son William - Previous Course Leader of Photography, Carina Ioannou - Student, Hayden O’Bryan - Student, Peter Blair - Technician, Chris Matthews - Course Lecturer, Nana Varveropoulou - Department of Photography Leader, Georgina Law - Student, Mike Klencher - Course Lecturer (front).
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PDP Task 7 - Part 2 continued - Exhibition Promotion - Emails and donations
EMAILING GUESTS:
Due to my limitations of getting out the house with a dislocated knee and posting invites I had to resort to emailing my list of contacts and targeted audience. I wanted to post invites as I felt this would add a personal touch and guests would feel more inclined to attend. It would also limit the amount of waffling I am prone to doing! The email is as concise as possible without it being too impersonal and cold; this was achieved by including a simple but polite opening sentence, the date and location, a short sign off and the official invite created by the art school. (email screen shot below)
I posted a lot on my social media in the weeks and day running up to the exhibition but my biggest push came at the end when one day before I emailed the following people that I felt were important in relation to networking and the photography industry. Some replied instantly with regrets that they were unable to attend but wanted to see my new work but quite a few people from my list confirmed that they would attend.
My email list included photography and art academics, local art groups, local galleries, printers, framers, local business, local photographers, regional press and graduate focused photography platforms. Hopefully the prospect of new work and a free glass of fizz will help! Below is the text I included as well as a direct link to my professional website.
Hello! You are cordially invited to join me and my fellow peers at the Photography Degree Show at Colchester Institute taking place TOMORROW NIGHT between 6-9pm As well as some exciting new work there will be free wine and prosecco flowing for our guests. We hope you can make it!
Carina Ioannou
07739-560-161
www.carinaioannou.com
DONATIONS FROM LOCAL BUSINESS:
Just by happenstance I discovered that Waitrose support local groups for their “Community Matters” Campaigns. Unfortunately, because the exhibition is not strictly a charity event it would not be eligible for their campaign.
However, they were still interested in helping local students/artists and a local educational institution so agreed to donate drinks and glasses. As well as a donation for the event this has subsequently lead to a new collaboration with them featuring graduate photography in their public cafe.
I am currently in contact with Christina Mann from their “Community Matters” programme to arrange what and when we will be exhibiting in their cafe. It is easy to forget that the smallest opportunities can lead to bigger things so it is vital to remain positive, professional and driven. Yes, they were only able to donate some drinks but the most important result has been a new collaboration with a well known business that has the potential to reach a large audience in the area.
Christina has also asked for our business cards to distribute amongst staff members that may need a photographer in the future. Another good reason why you should keep things like portfolios and business cards up to date!
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PDP Task 7 - Part 2 - Marketing for the Final Show - Tips and pointers
Introduction - Why is Marketing and Promotion Important?
Marketing and promotion are vital to any event that wishes to attract a known or new audience. The audience can come from a variety of areas including people connected with the event holders. Successful marketing and promotion is the key to a great event buzzing with people.
Target Audience:
Before I started promoting the event I established my target audience. In the case of our show most will be local and regional visitors who are connected to the students, Colchester Institute or UCC. But this will also be people without this connection who are interested in art and new artists in general, ‘friends of friends’, local businesses and industry professionals who you may want to invite to see your work.
Promotional Material:
Different audiences respond to different promotional campaigns, so its very important to structure your promotion to appeal to your audience. It is also important to plan promotions carefully and creatively to keep the costs down as much as possible. Here is the leaflet/email that has been created by the art Department for the show. It is eye catching, bright, clear and simple. It has also been printed on card and looks professional. There is an image on the opposite side that some students have had issues with but personally I think its striking and interesting. I also think that if some are bothered by the image or because it features art from a previous year then they should take the responsibility to design the leaflet rather than complain and do nothing.

Top Tips:
Here are some ideas that I have come up after looking at a variety of helpful websites and blogs on marketing and promotion.
1. Create a leaflet/poster to attract your target audience and make sure it has all the relevant details and that they are correct. 2. Create and submit a press release for your event for local and regional press. The Gazette has always been keen to promote and support local events like this so take advantage of their audience reach too. 3. Email local contacts to attend or advertise it for you in their businesses. Encourage them to print and display it on their own noticeboards, as well as forward it to any other contacts they know. 4. Appear at local events similar to yours. I most recently worked at an event at Firstsite Gallery and now have a connection there that I will use for this purpose. Remember; they want your support as much as you need them. 5. Advertise at other community spaces such as libraries, churches, community centres, gyms, cafes etc... 6. Network through other artists. We are also connected to other art institutions such as The Minories, Francesca Maffeo and Cuckoo Farm Studio but think of other places such as art supply business such as Frameworks. Contact artists whom you already know, or whom others know, to find further contacts and spread the word. 7. Widen your reach through other organisations and educational institutions. The degree course is accredited with Essex University and Art Exchange is a great place to connect for promotion of this event. I have already been in contact with BA and Ma students involved with Art Exchange. This already established network will have a wide scope than I could ever reach on my own. 8. Send out invitations special guests for that personal touch. At the very least they might promote your event to others!
Promotion and Active Engagement Results so far:
I have tweeted, posted on instagram and my Facebook pages but I intend to send out personalised emails and send invites to special guests that I would like to see my work. Here are screen shots of social media platform promotions. There has been active and positive engagement with Firstsite, The Minories, The Gazette as well as a wider audience in London; Metro Imaging, Truman Brewery, Free Range and New Designers.
Conclusion and Future Development:
In conclusion to this post I would like to add that I will continue to promote the event by tweeting and instagram posts up until the day of the event. It is also important to promote on the day and during the event as you are keeping those interested in your art and career informed as well as showing people what they've missed.
In regards to my Show at Free Range I have applied the same rules and started to promote this event in a similar fashion. The marketing material also includes the event information. Hopefully my guests can make both events!
One last thing:

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PDP Task 6 - Minories Exhibition
The exhibition was a good experience and learning curve but I do feel that as a group and individually we were somewhat underprepared. Work was chosen at the last minute and images I had come from my portfolio rather than from exhibition display. I feel that this let down the quality and hard work I put into this series. Reflecting on this setback I now know what is suitable as a portfolio piece and what is suited to an exhibition wall as the spaces they occupy are completely different; a vital learning point for my FMP/Degree show. If I could do the exhibition again I would have included the A3 sized images in a frame so that they would stand away from the wall and look neat and professionally finished. The larger image was hung with identical bulldog clips and this was fine for this size of image as it was big enough not to be swallowed up by the space of the space.
Photography - My wall (above) Images without frames/considered hanging lose impact.
Photography - My wall (above) Images without frames/considered hanging lose impact.
In relation to the space I felt that we should have been more considered with the curation and presentation of the space. Due to the choosing of work being unrefined and spontaneous the reading of the space was a bit disjointed. For our FMP degree show at Colchester Institute and Free Range there will need to be a large amount of preparation for the exhibition to look clean, considered and professional. I hope we get a chance to paint walls of marks so that the space and exhibition appears well though out.
In regard to the marketing of the show this too was left to the last minute and somewhat unorganised. Whilst hanging the images I saw a solitary A4 poster in the hallway of the gallery advertising the show to visitors. This would have been better as a much larger poster and possible advertised outside the building to attract new visitors. There is a bus stop and main street outside the gallery and this could potentially be prime advertising space for the gallery. The poster was quite basic and unless you took more notice of it, it would not be clear what the show was about or who was exhibiting.
Advertising leaflet (above)
I also found minimal advertising on online social media platforms. It transpires that the person responsible for marketing on the Twitter page works on a Saturday and therefore no one was able to push the marketing of the show other than the artists attending. The show was opening on the Friday night so this would have been a day late already. I did find one Twitter post that I tried to avidly retweet and push on my own social media platforms but I feel that if each student that was exhibiting did the same then the turnout may have been a bit more positive. As it was the turnout was not that great for a group exhibition covering multiple art pathways. It is a shame that more time and effort wasn’t spent on the marketing of the exhibition and this evidences how important marketing is.
In comparison, Art Exchange, at the University of Essex has much more success when it comes to marketing and promotion. There is a dedicated individual for the curating, organising and running of the show as part of an art MA course. Perhaps if this was included as part of our module then it would be taken more seriously but as it stands I feel that people do not take responsibility or the initiative to spend time on promotion. We have a fantastic opportunity and a great location to exhibit our ark work but we waste it by not taking advantage of it. The Gallery is in the centre of town in the cultural quarter were the audience is prime for this type of marketing yet the opportunity slips through our fingers.
Fine art and 3D and their use of space (above)
I am by no means blameless. I attended the show and tried to promote the exhibition but I haven’t taken full advantage of this facility during the 3 years of my degree. We visit it on the rare occasion but it is never taken full advantage of. I mentioned this at the beginning of my 3rd year when we were discussing our final shows but I was told that exhibiting here would not be possible. However, this is now something that has changed and as a result there will be a group exhibition at Minories this July. I do feel it is something that needs to be utilised more as part of the degree and I hope that this exhibition is the start of that process.

Photography room panorama (above)
When I visited the opening night of the Minories show I was a little disappointed but that was down to feeling like we didn’t have enough time to make considered decisions on the curation and treatment of the space. The most interesting rooms contained the fashion and textiles pieces; students used mannequins around the room so that visitors could walk around them making it interesting and fun. Fine art and 3D also utilised the spaces well by handing artwork from the ceiling, against walls and on plinths to highlight work.

Fashion and Textiles using the space (above)
Usually, photography can be limited to occupying a wall space but there are ways to add movement, space and interest to wall space using alternative presentation methods and hanging; Frames, lightboxes, Projectors, printing techniques or spacing behind as well as in-between pieces. Reflecting on the Minories exhibition and learning from mistakes will provide us with the tools to create a successful FMP degree show. Getting the chance to exhibit as much as possible as well as visiting exhibitions will also assist in discovering ways to curate an interesting and strong show.
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PDP Talks - Phillip Wiseman - Education to Vocation
Introduction:
During our PDP sessions we were given a talk by Phillip Wiseman on tools for entering the workplace after the degree. I found parts of the talk quite useful as it made me think about how I envisaged my future career. We focused on what desires, rewards and investments we felt our careers would hold. The talk examined what a prospective employer would expect from us as individuals and what we believe we should give back to our employer. Here are scans of my notes from the sessions with Phillip Wiseman.


Was it useful?
I did feel that the talk was generic and not specific to the creative/photography industry. Some of us, including myself, are hoping to be sole business owners and freelance photographers and I felt this talk was too broad.
Personally, I have gained more insight into the photography industry from the visiting photographers that have explained their career paths, how they have achieved goals and made an impact in their field. The two most influential this year have been creative editorial and commercial photographers Richard Boll and Marysa Dowling.
I did a little bit of research into who Phillip Wiseman was and discovered his bio on LinkedIn (see below). His bio reads impressively and is full of management experience but I am still a little unsure how this would perhaps be applied to a talk for photographers. Perhaps I am being too cynical because I didn't find it as helpful as I had hoped?
How did you use this talk for your Professional Development?
Phillip Wiseman structured the talks around active listening, interview techniques and career planning as part of our professional development. Some of the tasks were a little juvenile but the results were interesting nonetheless.
The information I gathered about my future career thoughts and expectations will be the basis for self reflection and evaluation. This is something that I mentioned in my recent PDP presentation; during which I included a 5 step plan for professional development. (see below)
To effectively use this plan you must begin by gathering information about yourself and the specific area you wish to develop. I have used the results from the tasks set by Phillip Wiseman and discovered the following:
1. Self Reflection and Evaluation:
What do you want your job to be like? - Desires
What do you want to get from your job? - Rewards
What do you what to give to your job? - Investment
2. Look for Opportunities:
Desires - Challenging roles, enjoyable, creative, pride, happiness, fulfilling, independant.
Rewards - Security, money, opportunities, new friends/networks, recognition, education, sustainability, success.
Investment - Time, reliability, commitment, skill, work ethic, passion.
3. Long & Short Term Goals:
Long - Build a successful business and portfolio.
Short - Be invested in being organised and committed to planning towards my long term goals to achieve my desires and rewards.
4. Get Experience:
Use my strengths and opportunities to achieve my desired goals. Look into areas of weaknesses and threats that could potentially damage my scope for attaining these objectives. Identify and learn from the positives and negatives.
5. Implementation:
Use the experiences and information gathering and apply it to achieving my objectives. Remember to reflect and evaluate this stage to begin the 5 step plan again and to further improve and develop yourself professionally.
In Conclusion:
I found that the talk from Phillip Wiseman was more focused towards the corporate sector rather than the creative/ photography industry.
Having said that, there were attributes from the session that I was able to use as a learning, reflection and self evaluation tool. It made me focus on my SWOT aspects which I was then able to implement into a professional development plan.
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PDP Task 5 - Promotional Material
Business Cards - UPDATED for 2018!
One of the to do things on my list and for the PDP task is to create a business card. I designed business cards 2 years ago as I had started to do private work and also saw it as an opportunity to network with others using a very quick but personal method. Business cards may seem out of date to some but I still feel that they are the perfect tool for reaching an audience.
Here is my old business card. As you you can see it is quite plain and lacking in any colour or impact. I designed them to match my website but quickly realised that I had to get people to my website first and a boring business card wasn't going to help!
Why Business Cards Matter:
Business cards are great because people hold on to business cards but a piece of paper will be lost and numbers will get deleted. The goal is to make a tangible connection with people you meet by giving them something to take away with them. A business card saves you time and makes you look professional. You're not fumbling around with a pen to scribble your e-mail address onto a scrap of paper and you also give a sense that you’re experienced and organised. First impressions are important and business cards provide tangible information for others; it gives something physical to refer to later should they decide they want your product or service. Using your phone whilst talking someone you're trying to connect with might mean use loose that personal touch. Networking is about making meaningful connections, and sometimes technology—or the act of using it—can be impersonal. Whilst researching more about business cards I found a useful article titled, Why Business Cards Still Matter (and how to effectively use yours).
Below is a screenshot from the article with a list of useful tips once you have your business cards:
Business Card Design:
When designing my cards this time around I wanted to add more colour and a graphic design edge. Further I wanted to cement that I am my brand by using a portrait of me from my most recent series. A contrasting colour border adds interest and stands out from my last mainly black and white business cards. I had the option to choose a pack of cards that could feature between 3 and 5 different images. Initially I thought I could add an image from different projects and types of photography; portraits, landscapes, commercial, documentary etc... but when I looked at the pack as a whole the sequence was muddled and individually the cards lacked any oomph. I then decided to try using a single image which was a portrait of me. I used it twice in a landscape orientation and once in a portrait orientation. The colour borders are contrasting, bold and reflect similar tones from within the image. I did contemplate using an image from my Final Major Project but I felt that the narrative would be lost if it was on one business card. The portrait not only refers to my brand but people will remember me. It is another way of putting a face to a business whilst demonstrating my creative and photography skills.
The card design was on the moo.com platform, which I have used previously so I knew how to navigate the site and design options quickly.
The cards will go next to my exhibition pieces in clear plastic card holders so that the overall appearance in tidy, professional and thought out. Below is a PDF mock up of my new business cards. I really like the “hello” text across the image as it adds another layer of personability and creativity. The information on the opposite side mirrors the angle of the ‘hello’ by going diagonally across and adds visual interest.
Business cards are professional but most of all they are also supposed to represent you as a person and in this industry as a creative.
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PDP Presentation - Upload for Reflection
Reflection
Here is the script and slides from my last ever PDP Presentation. I feel it is necessary to put it on my blog as some of the early feedback suggests that there was a good deal of reflection and evaluation on what I had learnt. I feel that putting my presentation would be useful for further reflection and development. Plus when I get my official feedback and results I will have a reference point. It is all about learning to reflecting and improving yourself whilst looking at the positives and negatives.
What would I change about my presentation?
If I could change the way I gave my presentation I would cut down the amount of text. I find it difficult to be concise especially with this type of presentation that requires you to encompass many aspects.
Initial comments from the audience were mainly positive except for the use of gifs. Although not a direct criticism it was suggested that the gif became repetitive when I was speaking from the page for a long period of time to which I agree with.
I do feel my presentations have improved over the period of the course; I find them easier to create and compose. Overall I find presentations a vital part of my development for the future in cases of job interviews and work/funding proposals where this is expected.
Refection, Evaluation and Development steps...
Step 1: Reflection and Self-Evaluation Step 2: Exploration Step 3: Decision-Making and Goal Setting Step 4: Gaining Experience Step 5: Implementation
PDP Script
Slide 1 and 2
Welcome to my presentation - the last in the series!
Before we begin I will briefly outline the aims of this presentation. The module is called Professional Development Planning and it is designed to focus you on what and how you intend to progress once you graduate from the degree and begin your career in the photography industry.
You are required to undertake given and self initiated tasks to assist in the development of your professional goals and priorities. An outline of your professional development planning must be documented on an illustrated blog. In my case I have used Tumblr for the past 3 years. I find it is easy to use, visually pleasing and well used in the creative industries for artists who wish to demonstrate their independent thinking, outside influences and development.
I have also included responsibilities I have undertaken as part of my final degree show in London. I feel that this is also part of my professional development for when I hold any future exhibitions.
Slide 3 and 4
The first given task was to research three photographers in our chosen field and to prepare some interview questions around their practice. I chose commercial photographers - Chris Reeve, Peter Carruthers and alumni Maryann Morris for this task. In hindsight my list of questions was quite long but regardless 2 out of the 3 answered them. Unfortunately Maryann was unavailable at the time.
I will talk about Chris Reeve as he is my biggest inspiration and who I try to emulate when doing any commercial photography jobs. I have followed Chris Reeve since he came to talk to us at university almost 3 years ago. His input into commercial photography was one of the reasons I became interested in the field. For me commercial photography pushes my creativity, knowledge and resilience. Photoshoots can be unpredictable and you are often required to think on your feet. The advice that Chris has given me has lead me to think about my own goals and directions within the commercial photography field. It is definitely an area that I would like to break into and I am currently working on various briefs with the UCC marketing department. This has given me the confidence to pursue my own jobs of which I will go into more detail later. As I am a little bit late to this industry I have tried to keep networks like this open. I will always try to remain in touch with people I meet, even if it is to update them on my portfolio, personal projects or just to say hello. People will be more inclined to help or offer advice. In the case of a client they will most likely recommend you and as I have discovered and Chris Reeve pointed out in his answers, most of his work is from word of mouth.
Slide 5
This slide shows some of the images that I did for a design company called Mustard Ivy. The job was from an email to the photography department and passed to students. One thing I have learnt is that you should never be afraid to say YES! As it was in the beginning of the semester I knew that I would be able to manage my time effectively around the commitments of this job. Working as an assistant for another photographer and the skills I have learnt on my degree gave me the confidence to undertake the photoshoot from start to finish. The only help I needed was a second pair of hands to set up a backdrop. Other than that I planned and prepared the whole shoot myself. Yes there were moments when I questioned my abilities and knowledge of doing this product shoot because up until then I had only learnt the skills in lessons and from seeing others do it. I referred to Chris Reeve, my photography books and asked tutors. It is vital to show that you are confident in front of the client in these circumstances. That doesn’t mean you have to be over-confident and use jargon to try and impress because otherwise you risk isolating them. The client will see right through it. Afterwards I wrote down roles I had undertaken as part of the shoot. As well as being the photographer I was the director, lighting technician, negotiator, planner and editor. This is a great way to gather information about myself, reflect and evaluate my skills.
By researching commercial photography, undertaking shoots and self evaluation I was also able to identify the following qualities needed. To be passionate and dedicated. Flexible around tasks and clients wishes. Honest with clients expectations and you limitations but a willingness to try new things. Resilient to change. Energetic and last but not least personable and friendly but remaining professional.
Updating and improving my skills will come from further self reflection and evaluation. One of the sources I often refer to is AOP. As a member of AOP Student I have always looked to their site for advice and guidance. I recently discovered lists of assistants and photographers available. Looking at the selection list for assisting I was able to see the skills and qualities people are looking for within the industry. It shows me what I need to work on and practice, what new skills I might need to acquire and skills I already have.
Slide 6
This task really made me focus on how I want to see my future. It is difficult to plan so far ahead but once written I found it actually gave me the focus to see how I could achieve some of my goals over the next 5 years. Before writing out this plan it is vital to gather information about yourself. Admittedly this plan is ambitious but I am of the mind set that there is no point being half hearted. I found that once I started writing out my goals how I would plan and go about achieving them already started to formulate in my head.
As I’ve said, writing this plan may seem unachievable or ambitious but I am in the beginning stages of my career and self reflection on what I have been able to do thus far has given me the confidence to pursue my goals. Additionally no journey is plain sailing and part of your confidence to achieve must be the expectation that you will fail along the way. However, failing can be turned into a positive if you learn from it. I have briefly outlined my 5 year plan here but the original is much more detailed.
The session on SWOT analysis prepared me to write the plan as it made me evaluate my strengths, weaknesses, opportunities and threats. SWOT analysis is only useful if you are honest with yourself. In brief I discovered that I am determined and visually aware but can come across as bossy and I can procrastinate. I discovered that I have a broad network of people to call on within the photography and creative industries but the threats to these opportunities is currently having a limited budget and my back health.
With career and life there is always the expectation and the reality; you just have to be prepared to accept both.
Slide 7
Part of my career plan is to win a well known competition. But you have to bite the bullet and enter one first! I have entered Art on a Postcard before and smaller local competitions but more well renowned competitions have been my nemesis. I have heard from those that have won that the accolade and opportunities opens so many doors and has the potential to elevate your career but the thought of entering has always filled me with dread. It is the realisation and rejection that you get from knowing your work is not yet up to the standard required. However, on the positive it helps you realise what you need to improve on and forces you to push yourself. The images I entered here were from two previous modules that I really loved doing and felt I had connected with. The experience of submitting is quite nerve-racking as you are exposing yourself and your abilities to judges and potentially members of the public. This PDP task makes you look and reflect at your work in a different way. You become very critical and meticulous in selection and it in turn makes you think about what you would do differently when shooting for future projects and commissions. This is a positive and constructive way to look at any future work you will end up producing.
Slide 8
This task involved a few outcomes but I shall focus on online promotion. Online promotion has become increasing important as I progress. every time I tweet, post on instagram, update my website or blog on tumbler I am broadcasting to an audience that could potentially influence my next career move. I find managing my platforms as second nature now. Updating your work is a great way to lock in your audience as they will be intrigued to know how you are getting on. The whole point of social media and websites is that you are SOCIAL! What is the point otherwise? If you feel that social media is not for you then at least keep your portfolio updated - on your website or in print. Personally I have shown most of my clients my online portfolio as it is convenient, economical and a modern approach - something Richard Boll mentioned during his visiting talk a few weeks back.
On reflection I use my facebook platform less and less as I find it is not as professional. However, it is ideal for reaching a regional client base.
Slide 9
Other strands of the task included professional CV, portfolio, business cards and having an artist statement. Whilst writing my artist statement I was drawn to the similarities that could be made with the other tasks. Your artist statement should be concise, focused and free of jargon. During our session we were told to split it into 3 sections;
What are you doing?
Why are you doing it?
How are you doing it?
Sounds simple enough but I realised I could also implement these three simple rules to my CV, portfolio and the designing of my business cards. People don’t want waffle and this is a great way to stick to the points and give the best of what you have to offer.
Slide 10
I wanted to touch briefly on some of my responsibilities I have undertaken for my degree show in London at the Truman Brewery.
Fundraising - friends, family and social media helped but it also became apparent that the best way to get money for your fundraiser was to be confident to ask for money, be realistic and give something in return so that it felt like the donator was getting something back. In this case I decided to use my skills as a photographer and qualities as a confident person and ask staff members if they wanted to purchase their headshots. The photoshoot for the headshots were already arranged as part an ongoing job I had with the marketing department so it seemed like the perfect opportunity to raise money. Not only did I raise money but I met all of the UCC staff members, I built networks and some have commissioned me to do photography for them. One such relationship was strengthened when the I was asked by the Fashion department to be the photographer for the degree show. Although this was for free I presented students, models and audience members the opportunity to purchase the digital files at £5 each. This has proved massively successful with the students as although friends and family were at the event they were unable to take professional looking photographs. Additionally my Tweet sparked interest with the local paper and they have requested my images as part of an article. My photographs will be credited and information about how to get in touch with me will also be included. This article will be online as well as print. Yet again it proves that many opportunities can come from just one encounter and it is vital to take advantage of them when they come along.
Slide 11
Although I have reflected and evaluated the tasks given I wanted to feature something that I was quite proud of. I started working with the marketing department last year. My brief was to update their image library for the prospectus. Over the coming weeks I would work alongside the staff and build my professional relationship with them. At the end of the brief they asked if I would be the photographer for the Graduation Ceremony in October and that they would pay me. Since then I have gone to work on many other briefs for them. The reason I wanted to include this particular job in my slides is because I was really proud of how far I had come and how I had managed such a great opportunity - something I had learnt from evaluating myself and my skills and good practice for the future. I know it is a small achievement but I learnt a great deal from it and it has since informed my development goals of becoming a commercial photographer. I feel my images are professional in appearance and fit into promotional material well; all skills I have gathered during my degree, self initiated experiences and advice from industry professionals.
Slide 12
In conclusion I wanted to focus on this 5 step plan of furthering my professional development and career. The 5 steps here can be linked to all of the tasks that I have undertaken as part of my PDP. I have reflected and evaluated the positives and negatives, explored them deeper to ascertain areas that need improvement or focus, started to make some decisions on the refined areas and set goals. This in turn leads to looking for opportunities and experiences to achieve the goals I have set and finally implementing the skills and qualities to advance my development and career.
And finally, lets take a moment to appreciate all the things we have learnt during our degree and that we are almost there!
Thank you for listening to my presentation.
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PDP Task 5 - Promotional Material
Online Promotion
In this type of industry it is vital to have an online presence for others to see your work and for self promotion You may not always have your portfolio with you but you will always be able to access your website which has your best work on it. I have had a website for a few years now and I am constantly rejigging it and updating it. I am happy with the way it looks at the moment as it reflects my style and how I want to be seen to industry professional, potential clients and peers. I always update galleries with relevant work. I keep galleries to a minimum number of images so that it focuses on the best pieces of work that I have done and to maintain interest. I feel that my degree has given me the tools to make it look professional and relevant to my chosen career direction within photography - Commercial and Documentary. Click on the link below to see my website.
www.carinaioannou.com
As well as my website I also appear on Twitter, Facebook and Instagram. I have professional accounts that are dedicated to my photography only. This is imperative as prospective clients or employers do not want to see snaps of your cat or your latest rant on an irrelevant subject.
Although I have found that most of my clients are from face to face networking and word of mouth some have come direct from my social media platforms. Clients generally look on social media or are referred by others because it is more organic and trusting. Those that have looked at or contacted me through my website have been from an industry background. Having an online presence forces you to continually engage with an audience, keep up momentum with projects and push on with career goals. One thing that I do want to improve on is traffic to my website and my SEO. I am currently looking at improving this and am consulting with a local company, Carlana Marketing, that tackles these issues.
Link here: CARLANA MARKETING
Below are screen shots of each of my online platforms. Links to each are in text --> Twitter, Facebook and Instagram.
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PDP Task 5 - Promotional Material
Artist Statement
In preparation for my Degree show at colchester and Free Range I have written an artist statement for my work. Your artist statement explains your intentions for the project. It is different than your bio as it focuses entirely on your project than who you are as a photographer.
It can be broken down into 3 sections:
1. What are you doing?
2. Why are you doing it?
3. How are you doing it?
The key to a successful artist statement is to make sure it is no more than 150-200 words, it is to the point, free of jargon and flouncy words. Sticking to these rules will force you to become selective and concise; a vital skill when writing or talking about your work for future exhibitions, proposal or applying for grants. Below is the artist statement I will be submitting for my degree show in Colchester and Free Range in London. It is 117 words. Although shorter than stipulated I feel that any more text is irrelevant and I am very wary that I can waffle on!
SevenForty is a retrospective on the near fatal car accident I had in 2009 that ended my career as a Police Officer. The title SevenForty comes from my old shoulder identity number and refers to the person and career I still identify with.
A re-presented archive of images, artefacts and film I have collected during my police career have been combined with contemporary photographs to examine the changes before and after the accident that eventually forced me to medically retire in 2014.
It is now only at the end of my degree that I am brave enough to explore and accept this period of my life positively by using photography as therapy and create this project.
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PDP Task 4
Photography Competitions - Research and identify a competition/award relevant to your interests and career direction and submit your entry.
I recently submitted three images for the BJP Portrait of Britain (see below) which were from previous projects. I mentioned in an earlier post that entering competitions is imperative to developing your career direction, development and being seen as a contender in the photography industry. It is vital to get your work out their and seen. Yes, you may not win or get shortlisted but you and work will start being seen and considered as a serious and professional individual that needs recognition and mentoring. Here is a quote from previous winner, Mark Harrison. The way he describes the experience of entering and looking at his work with fresh eyes is how I feel about my submission.
“Portrait of Britain made me look at my work anew. Firstly, in entering it creates its' own edit of the best shots of the last twelve months, and in that alone you can see whether a style or change in your work has happened... This freshens my approach, removing my usual default tools to make myself work in other ways. I'd better start thinking about images for this years edition now… “

Mark Harrison: “Rebecca Bunce, women’s rights and disability rights campaigner. Photographed in London.”
© Mark Harrison
As well as career development the reasons for entry and winning/being shortlisted are huge. Opportunities and exposure from winning a renowned competition by BJP could mean your work is seen by millions online and in public spaces. This type of coverage and exposure is an amazing opportunity for your work to be seen so it is key to carefully choose your images wisely. I was going to submit up to 10 but I decided on 3. I felt that the 3 portraits I submitted was stronger than 10 fairly good images. There is no point submitting more than necessary just because you have the chance to. The judges are looking for quality not quantity. I decided to choose 2 portraits from my series 5 Miles From California and 1 portrait from another series titled, Requiem For A Family. I felt that these 3 portraits were my strongest and they best represented my as a photographer, my style, direction and interests. Images had to e of a certain size, as is with most competitions, so I corrected them in photoshop. This is something that I have done before as I entered the Art on a Postcard submission last year.
The experience of submitting is quite nerve-racking as you are exposing yourself and your abilities to judges and potentially members of the public. The decision to choose these particular images came from my own decision and the feedback I had received about them from peers and superiors. It really makes you look at your work in a different way. You become very critical and meticulous in selection and it in turn makes you think about what you would do differently when shooting for future projects and commission. It makes you question whether your images are good enough to enter in a national competition such as BJP. This is a positive and constructive way to look at any future work you will end up producing. Winners will be announced
“Have your work seen by millions. Portrait of Britain winners will have their work exhibited on JCDecaux screens nationwide, on bus stops, high streets and in train stations, as part of the biggest exhibition of contemporary portraiture ever held.
Your photograph will be seen by millions of people as they embark on their everyday journeys, brightening up their commutes and embedding your work in their consciousness. This career-changing exposure is unique to the scale of Portrait of Britain, which reaches across the length and breadth of the UK.
The 200 winning and shortlisted photographers will have their work featured in a globally-distributed book. Published by Hoxton Mini Press, an award-winning independent publisher making collectable photobooks out of East London.
Receive extensive press coverage. Each year, Portrait of Britain receives considerable press coverage, both online and in print, and has been featured on SKY TV and BBC Radio, reaching a global audience of millions. The figures speak for themselves. 2.7 million circulation of the outlets PoB was featured in, resulting in an online readership of 6.38 million.
Plus Have your work judged by key industry leaders and feature in BJP”

5 Miles From California © Carina Ioannou 2018

5 Miles From California © Carina Ioannou 2018

Requiem For A Family © Carina Ioannou 2018
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This year I decided to enter the BJP Portrait of Britain awards as part of my professional development and degree module requirements. Details of which will be on the next post; however I wanted to post the link to the BJP home page to illustrate more information about them. It is imperative to my career progression and development to undertake tasks like this as there is a chance that my work could be seen by an industry professional, the millions people who visit BJP or who might even see my images in books and on billboards if I was chosen. I would love to feel confident enough to know that I would be a winner or shortlisted as I have heard that people have entered year on year before being selected. Even knowing I won't be selected entering the competition is a good experience and practice for future competitions; you get a feel for what is required and how to improve your own work when you see other submissions.
“Our website, BJP-Online.com, publishes new stories daily, reaching 200,000 visitors per month, and more than 3.8 million through our social channels.
In addition, we run numerous events and exhibitions, including Portrait of Britain, seen by more than 20 million people, and the International Photography Award, which gives a solo show to a photographer or collective at TJ Boulting.”
Current Issue below
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As a member of AOP Student I have always looked to their site for advice and guidance. I recently discovered this option whereby they have lists of assistants and photographers available. Looking at the selection list for assisting I was able o see the skills and qualities people are looking for within the industry. It shows me what I need to work on/practice, what new skills I might need to acquire and what skill I already have.
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PDP - TASK 3
PDP Task 3 - SWOT Analysis - 5 Year Career Plan
I feel that my main career path in photography will be commercial. The following scanned document is a detailed SWOT analysis that I have based around this genre of photography:

5 Year Career Plan:
YEAR ONE
Build networks within commercial photography arenas.
Look into Capture One software
Improve photoshop editing and retouching skills
Continue building inventory of studio/location and photography equipment necessary at my current level and budget allowances.
Keep good continuity of website and online platforms. Explore external promotional agencies.
Create bio for assistant AOP website to gather more experience and opportunities within the industry.
Balance time between commercial work and documentary. Begin planning/research for personal projects that can be completed during slower periods. I already a have a few in mind!
YEAR TWO
Look into developing your website and online platforms to reach a wider audience.
Perhaps look at working alongside student photographers to offer them work experience to give you more time to dedicate to personal projects, your portfolio and competitions.
Look into working with mentors and influencers in the industry as low paid or internships to broaden network and skills.
Develop home studio (I would have been in our new home for almost a year and specifically looked for outbuildings with potential for studio space.)
Look at business ideas/proposals and plans for a home studio
YEAR THREE
Equipment and planning into home studio is well under way and almost completed. Use rental of area to buy more equipment and to fund personal projects.
Build on internships and work experience for potential roles and photoshoots.
Continue to update portfolio.
YEAR FOUR
Be established as a professional photographer amongst peers and industry professionals.
Home studio is running with an intern taking bookings and assisting on shoots.
Private commissions are frequent and the majority are inspiring or influencing my practice.
Money earned is sufficient to balance more of my personal projects.
Continue to build portfolio with commercial and documentary projects.
Online presence is managed by assistant/intern.
Look into galleries who may be interested in documentary projects.
Will IU need an agent or private gallery to represent me?
YEAR FIVE
Focus on personal projects with the aim to be represented and exhibited.
Home studio is earning money and clients.
Equipment inventory has expanded dramatically.
Well established professional photographer with well known companies/names as clients and/or featured in photography zines.
Report and evaluate your conclusions:
I know that life doesn’t always work out the way you plan it but it is still good to have goals to aspire to. I may not get everything done on this 5 year plan but my intention is to do as much of it as I can. I would like to look back on this in 5 year times and see how realistic I was with the targets I set myself!
My work currently sits within commercial, portraiture and documentary genres. I really enjoy all three areas but need to make sure that I balance them out effectively. I may not be able to dedicate equal amounts of time to one area over another how I would like as real life, responsibilities and bills have to be taken into consideration.
My ultimate goal is to be able to be a well established professional commercial photographer whilst pursuing personal documentary projects. Again, I may be completely unrealistic but I have discovered from my SWOT analysis that I am confident, determined, visually aware, personable, a good networker and skilled. I must be aware of my my weaknesses and threats; I can be unintentionally insensitive, bossy, paranoid about my ability in photography and editing. Some of these issues can be resolved and others will require a concerted effort to control.
Below is a scan of some notes that I wrote whilst in class regarding SWOT analysis.

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PDP Task 2 - Additional text
Complete a days works experience in the particular area of photography that you are interested in.
During the lesson I had written notes around this task. Here is a scan of my notes. Analysis of the photoshoot is in an earlier post.


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