What Is My Photography Style? Coming to Grips with Becoming the Commercial Chameleon

Every now and then, someone will ask me, "What is your style?" For a long time, this question made me pause. Should I have a ready answer? As a commercial photographer, defining "my style" feels like a contradiction because, in this line of work, my job is to reflect someone else’s vision. At times, I found myself envious of portrait and editorial photographers for their distinct visual signatures—moody tones or vibrant colors. But in the commercial world, it’s not about creating something solely for myself; it’s about serving a client’s needs. And honestly, that realization didn’t come easily.

It took years of working as an in-house product photographer and creating thousands upon thousands of assets before it triggered a sort of "identity crisis," leaving me questioning whether I even had a "style."

When I first started in photography, I thought I had to craft a signature look—a hallmark that people would associate with my name, and I worked hard at it. But the deeper I got into commercial projects, the clearer it became: my style wasn’t going to be a single aesthetic or mood. Instead, it would be my ability to adapt, to listen, and to execute—and more often than not, on the fly.

The Reality of "Style" in Commercial Work

Unlike fine art photographers, who have the luxury of crafting images purely from their own perspective, commercial photographers work in a collaborative environment where the client’s brand identity and target audience reign supreme. Your role is less about creating your own artistic statement and more about interpreting and executing someone else’s vision.

Now, I know a lot of my colleagues might cringe at that statement. I’m not saying that, as a commercial photographer, you don’t have a style. It just means your style is adaptable—a chameleon that changes depending on the demands of the project. Whether you’re shooting clean, minimalist product images for a tech company or warm, candid lifestyle shots for a family-oriented brand, your skill lies in seamlessly stepping into the client’s world and creating images that align with their goals.

The Human Side of Adaptability

One of the most important lessons I’ve learned is that flexibility isn’t just a skill; it’s a mindset. Every client has a story they want to tell, and my role is to help them tell it. That means stepping into their shoes, seeing the world through their eyes, and shaping the visuals to match their goals. It’s not about me—it’s about them.

This isn’t always easy. There have been times when I’ve been so attached to my initial vision for a shoot that pivoting felt like a loss. But over time, I’ve come to see those moments as opportunities. When a client’s feedback pushes me to rethink a setup or try something new, it often leads to results I’m proud of in ways I didn’t expect. And those experiences become just another tool in my belt.

Finding "You" in the Work

Even when you’re adapting to someone else’s vision, pieces of you inevitably sneak into the work. Maybe it’s the way you approach lighting, your knack for putting people at ease during a session, or your attention to detail in post-production. These subtle touches become your signature—not in a loud, obvious way, but in the consistency and care you bring to every project.

For me, one of those signature traits is creating an environment where people feel comfortable. Whether I’m shooting a corporate headshot or a product line, I’ve learned that fostering trust is key. People can tell when you’re invested in their vision, and that trust translates into better collaboration and better images.

The Push and Pull of Creativity

Balancing personal creativity with client needs can feel like navigating a winding river—you have to steer with intention while adapting to the current. There’s a part of you that wants to push boundaries, to make something bold and unique. But in commercial work, the goal isn’t to create for yourself—it’s to solve a problem. Your creativity has to serve a purpose, whether that’s showcasing a product’s features, capturing a brand’s essence, or telling a story that resonates with an audience.

That doesn’t mean I don’t take pride in my work. In fact, there’s something deeply satisfying about nailing a brief—about taking a client’s vision and elevating it beyond what they imagined. Over time, I’ve come to see this balance as a creative challenge in itself, one that keeps me engaged and growing.

Lessons From Every Shoot

Every project teaches you something—about the craft, about the business, and about yourself. I’ve worked with clients across industries, from startups needing polished product shots to nonprofits wanting to capture authentic human moments, and corporations requiring full coverage, from products floating on white to large environmental images. Each experience has shaped the way I approach my work and helped me understand the kind of photographer I want to be. In some ways, it has honed me to a razor’s edge, giving me the ability to cut right down to what the client wants.

What I’ve learned is this: your style isn’t something you declare; it’s something you discover. It’s in the way you problem-solve, the relationships you build, and the consistency you bring to every job. And yes, it’s also in the technical skills and creative instincts you develop over time.

Redefining Style

So, what is my style? It’s whatever my client needs it to be. It’s the ability to shift gears, to adapt, and to deliver. The Creative Director I worked under the longest always used to praise me for my agility. At the time, I didn’t fully grasp what that meant. But in the end, I realized that adaptability and the willingness to prioritize a client’s needs demonstrate professionalism, versatility, and a commitment to delivering exceptional results. It’s the trust I build with the people I work with and the satisfaction of helping them achieve their goals and bring their vision into focus.

For a long time, I thought having a defined style was the mark of a "real" photographer. Now, I know better. My style isn’t about sticking to one look or approach. It’s about being a collaborator, a problem-solver, and a storyteller. And to me, that’s where the real artistry lies.