Client: UC Santa Cruz, Baskin School of Engineering

Background
The Baskin School of Engineering at UC Santa Cruz is renowned for its cutting-edge research and innovative teaching in fields such as computer science, electrical engineering, and bioengineering.

Challenge
The school needed a way to authentically represent its diverse and dedicated team of staff members and faculty through imagery. Traditional headshots often fail to communicate the personalities, passions, and unique contributions of the individuals within the academic community.

Solution
As an experienced professional specializing in higher education photography, I was hired to photograph faculty and staff members in an environment that spoke both to the natural beauty of the campus and its cutting-edge facilities. We aimed to create images that were both artistic and authentic—showcasing each subject in a way that was true to their professional role, personality, and the culture of the school.

The approach included:

  • Environmental Portraiture: Subjects were photographed outdoors on the college campus. This approach gave the images context, creating a sense of place that emphasized the dynamic and innovative nature of the Baskin School of Engineering.

  • Posture and Gaze: By capturing camera-aware images of staff with a relaxed and confident posture. These easy poses in green space helped humanize the staff and convey the sense of welcome BSE was looking for.

Results
The photographs have had a significant impact on the Baskin School of Engineering’s media mix:

  1. Increased Visibility: The photos have been used across various platforms—on the school’s website, in brochures, and in promotional materials—giving prospective students and donors a clear and personal sense of the caliber of faculty and staff at the institution.

  2. Authentic Representation: The portraits convey an authenticity that resonates with the audience, making the staff appear approachable, highly competent, and passionate about their work. This, in turn, fosters trust and credibility, both of which are essential for attracting high-quality students, staff, and research funding.

  3. Enhanced Legitimacy: In the competitive world of higher education, perception matters. The high-quality, humanizing images have elevated the Baskin School of Engineering’s public image, making the institution appear more relatable and professional. This contributes to increased prestige and a stronger brand identity.

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