Paul's Story
A simple conversation can spark profound change. When I first met Paul Ligas, our discussion about storytelling and values led him to a defining realization—he would rebrand himself as "An Ethical Photographer." This bold statement wasn’t just about marketing; it was about aligning his business with his personal principles. This filmed conversation became a key part of his new branding, allowing him to articulate why ethics matter in photography and how they shape his work.
Guiding Themes
- Authenticity – Staying true to personal and professional values.
- Ethics in Business – A commitment to integrity and transparency.
- Brand Transformation – Using storytelling to redefine identity.
- Personal Connection – The power of meaningful conversations to inspire change.
The Heart & Supporting Roles
- The Heart: Paul Ligas – A photographer redefining his work through a values-driven approach.
- Supporting Role: The filmmaker (Will) as a guide in shaping Paul’s storytelling and branding journey.
Structuring the Narrative Arc
- The Spark: A networking conversation that leads Paul to rethink how he presents himself.
- The Decision: Choosing to rebrand as "An Ethical Photographer"—what that means and why it matters.
- The Process: Crafting a video that authentically represents Paul’s values and approach.
- The Result: A compelling brand message that sits front and center on his website, reinforcing his identity.
Impact & Engagement Strategy
Paul’s video was designed as a core piece of his brand identity, featured prominently on his website and used across his digital platforms. The strategy included:
- Website Integration – Serving as the centerpiece of his brand story.
- Social Media Promotion – Expanding his reach to potential clients aligned with his ethical approach.
- Client Education & Engagement – Providing insight into why ethics matter in photography.
"Will took his time to talk with me for a long time before making the video. He was thoughtful, interested, and really listened. When it came to filming, he made me feel comfortable, was patient, and produced a fabulous video that now sits front & center on my website. It truly tells my story, and I highly recommend Will & Moonrise Media."
