Steve Lohbeck Photography
A good example of my catalog photography is Home Decorators Collection. This is a home furnishings product catalog. As their freelance photographer and digital imaging consultant, I helped them to grow from a start up to over one hundred million dollars in annual sales over a seven-year period. There were many changes in the creative staff, but as the sole photographer for this mail order only catalog sales were a direct result of the quality images that I produced.

From 1991 to 1995 I did all the photography using traditional film and techniques. Six years ago, I developed their digital photography studio. This required budgeting for and specifying all the equipment not just for the digital studio but the LAN network, which I designed to accommodate the entire HDC creative team. Due to the ease of expansion I engineered into the system, the original studio is fully functional years later with no additional expenditures for replacement of equipment. The efficiency demonstrated by this system is evident in the fact that 6 people were able to produce a 100 page catalog on a quarterly basis, containing over 2,300 photographs, with an annual print run of over 40 million.

I now have over 8000 "digitally produced" images in print. I have always done my own RGB to CMYK conversions using proprietary software, and a method of soft proofing which I developed. There is less that a 5 percent need for color corrections, which are always perfect on the second round. Through digital photography I was able to save the company over one hundred twenty five thousand dollars annually in production costs.

Samples of four recent covers are shown here, all of which were shot with the Leaf DCB II digital camera back on a Sinar P2 camera.

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All content copyright Stephen Lohbeck, 1999.