hew! How else do you start a blogpost that’s been 3+ years in the making?! One, we’re exhausted, and two, we’re bursting with excitement. After designing, re-designing, and designing again, we’re launching our website.
Welcome to creatiful—a collective of client-inspired different-thinkers and visual wordsmiths. We’re photographers and filmmakers who work alongside our clients to bring their visions to life.
While this is the brand-launch of creatiful, it’s also a relaunch of what was Lex & Ev. Named for its founders, Elexa and Evan Henderson, Lex & Ev started in 2016 as a husband and wife creative team. At the beginning, while honing our style and craft, we offered family photos and videos for select nonprofits and weddings. With backgrounds in marketing, design, communication, and music, as our business grew, we realized our many passions could be utilized well to document brand stories. We liked the variety of working with different small businesses and getting to know the people behind them.
We also realized we had an edge to our work. Many photographers or videographers weren’t willing to compromise their “look” for a client’s needs. Curating content specific to brands felt like a cool challenge then, and it still does. We had been thinking about making this name-change for awhile, but friends advised us against it saying they liked the familiarity of Lex & Ev. But when we set our goals for 2019, we knew we had to make a change. While our business might have represented who we were, it did not reflect who we wanted to be. We needed something to grow into.
Since you asked: we spent hours at a coffee shop trying to find a name that could encompass future employees and include fine arts like web- and graphic-design along with our staple arts of photography and videography. Regular ol’ words weren’t cutting it, so we combined two. There you have it!
Curating content specific to brands felt like a cool challenge then, and it still does.
Creatiful also felt “fun.” That’s something we noticed a lot of marketing agencies and brand photographers were missing. Yes, we approach our work with professionalism and proficiency, but at the end of the day, we’re all people, and we think it’s time to relax with the stuffy stuff. Even if the work looks stuffy, we’ve decided it’s important to have fun while doing it.
We are client-inspired.
We really do believe (and have learned from experience) that our clients know their story, brand, or restaurant the best of anyone! A reason people seek outside help with their imagery or storytelling is that they like the way a story is being told. That’s where we come in. But first, we take the time to get to know our clients—to really dive into who they are, even beyond their business or what they think they’re hiring us for. We are often genuinely inspired by our clients, learn much from them, and often become friends! Two, we are different-thinkers. We approach every project differently and lean into our creative side to figure out what’s best for each client. No two stories are the same, and we don’t see anything as being of-limits. Three, we are visual wordsmiths. We bring words and ideas to life through visual arts. We are skilled storytellers and find the most engaging, compelling way to share each client’s story.
So yes, we are photographers and filmmakers. We design websites and logos. But before all that, we are people who love working with others. Our approach is different because while everyone screams, “Content is king!”, we believe knowing and understanding our clients first produces the greatest work.
That’s an element we tried to include in our creatiful logo. Our “i” represents a person, giving a nod to the human element and influence in all our creative processes. That “i” is also the link between the words “creative” and “beautiful” in our name, signifying collaboration, the joining of minds and lives, processes and approaches, to create—beautifully.
If you’re confused at this point about what we do, that’s okay. It’s not that we want you to be confused—it’s that we are trying to help you break away from the idea that you just need photos or video. We can almost guarantee that you don’t just want a product—you want a fantastic customer service experience along with an outstanding end-result. You want to be heard and listened to. You want to work with people who understand your vision and goal. You want restaurant photos that are unique to your restaurant. You want a film about your nonprofit that appeals to the human in all of us. You want your interior architecture designs documented thoughtfully. You want to get creatiful. While we love working with brands, we hope you can tell by now that it’s people we are most interested in. No matter the project type, we care about you.
Elexa + Evan