FRAMING THE GREAT OUTDOORS
A professional photographer isn’t always a full-time one, and many successful image-makers find their time split between other creative outlets and endeavours. This is certainly the case with Matt Holland, a graphic designer, pro photographer and workshop leader. “For me, it’s the outdoors first, photography second,” he says. “If I go out and don’t get any photos, that doesn’t concern me. And it’s easy for me to say that, as for the last 20 years I have been a working expedition and outdoors leader, and as such I’ve always had a mindset of going for long walks in silly locations and daft weather for the sake of a night under canvas or muddying the boots.”
Pro photographers need a niche or a selling point, and Matt’s is an extensive knowledge of outdoor pursuits, which as a guide he encourages others to enjoy as much as he does. Speaking of selling points, his marketing skills have also helped his career to progress, in both attracting clients and workshop attendees, and more recently, running the marketing for filter brand Kase. As a pro photographer today, it’s more important than ever to know how to brand yourself, especially if you want to stand out from the crowd.
Matt’s creative career started with wedding photography, and later he studied for a degree in Creative Arts
