I’ve been testing an idea lately: what if we stopped presenting professionals as just professionals? Most business content is built around the question “What’s in it for me?” Expertise, results, experience. All of that matters, sure. But it’s rarely the whole reason we choose someone. Half the time, it’s something less rational than that. We like how a person thinks, or talks, or lives. We see something familiar in them. And that can matter just as much as the services listed on their...

There is a particular kind of joy a builder feels the day a project is finished: the scaffolding gone, the dust settled, the space finally allowed to just be. It’s the kind of joy that wants to be photographed wide. The whole room. The whole idea. Here it is, all of it, at once. The wide shots give you the room. But get closer, and the design starts to talk: the materials, the light, the small architectural decisions that give the space its personality. Take Dance Bakes, a recent project we...