An Educational Photo Assignment: Clients business objective What images they envisioned How they were going to use the imagery Equipment needed for the assignment The most imaginative way to promote the product

1. Ideation, Communication and Presentation of a Project

2. Client History and Attributes
• Founded in 1921, Michaelian & Kohlberg designs and creates fine handmade
decorative carpets
• Carpets are handmade in Nepal, India and China
• Teddy Sumner, grandson of company founder, Frank Michaelian, is both
owner and principal designer
• Sumner is continually inspired by his extensive world travels and his
profound love of nature. He is considered a master colorist that combines
innovative textures and weaves with sophisticated, design-forward palettes.

3. Michaelian & Kohlberg current imagery and objective
As a design showroom, our goal for the photo/design project is to create a new perspective
We would like to promote our product with imagery that resonates with the philosophy of the
company and the lifestyle of the customer

4. New Photo Compositions
What are the financial arrangements?
What are the contract terms and usage agreement?

5. A composite of selected photographs
As a creative person, how can I capture the product
and showroom per clients requests and simultaneously add my perspective?

6. New Photo Compositions
What products are most important?
What is the purpose of each composition?

7. A composite of selected photographs
Does the imagery of the project align with my vision and the clients objective?

8. New Photo Compositions
What equipment and business insurance are needed to accomplish the project?
Do I have the right personnel, creative and technical abilities for this assignment?

9. A composite of selected merchandise
Are you able to succinctly communicate your why, what and how?

10. New Photo Compositions
How are you going to promote and market your work?

11. A photo composite of selected merchandise
Why are you doing what you do?

12. Stephen Ang
angs@newschool.edu