Every organization has a story to tell--that's the purpose of marketing. When we tell believable stories that get people to know, like, and trust us, we have the opportunity to win them over. And the stories are told not just with words but often with images. Well-made portraits and photographs can tell your organization's story and help get people to know, like, and trust you.

Christian Homes is an organization with a great story. Founded in 1962 to provide health care for older adults, Christian Homes now serves over 2,500 residents in 13 communities throughout the midwest. CEO Dr. Tim Phillippe has led the ministry since 2001 and is now based at their St. Louis headquarters. Jan Schumacher, the organization's communications coordinator in Lincoln, contacted me to make a new portrait for Dr. Phillippe that would appear in the annual report and other publicity materials. I met them at the studio recently while Dr. Phillippe was in Lincoln for meetings and we made his portrait.

We made pictures in two different outfits and on white, light gray, and dark gray backgrounds. While reviewing the proofs at the studio, we decided the dark background best complemented Dr. Phillippe's skin tone and clothing choices, and this is the final image Jan chose for publication.

What story are you telling with your imagery?