Service Design

Built In was seeking a way to increase traffic and engagement on sponsored content pages. The company began offering photographic services to its corporate branding clients in 2016. I had observed that the pages with the highest click through utilized custom photography with supplemental lighting, and I wanted to replicate this success. This document is the style guide and service model for the launch of the Insider Spotlight Service.

I hand-picked and hired Built In’s staff of over 15 photographers, many of them successful in their own right, photographers for New York Times and the like. Additionally, I served as the photographer on many of the shoots below, and shadowed photographers on shoots all over the country to develop a service model that is both efficient, and effective at producing high converting content. Ultimately this service model evolved into a video production service in 2018 that is still thriving.