When traditional methods meet modern processes at Swallowtail Print

Sometimes I am given the opportunity to work with a client where the story of the processes and investment in technology behind the scenes are just as important as the team of people pushing the buttons.

This was the case during my recent shoot for Swallowtail Print. Based in Norwich, Swallowtail is a small, family-run business which has been in existence for over 200 years. They specialise in digital and lithographic printing of books, brochures, catalogues, leaflets and magazines and pride themselves on their professional, quality service.

I was tasked with telling the story that highlights the expertise, technology, and innovation underpinning their success; capturing both the human side of the business and its cutting-edge machinery and processes.

Swallowtail has made significant investments in advanced technology to provide a high-quality service to their customers and during the planning stage, it became clear that the shoot would benefit from a combination of candid images of the team going about their daily tasks and a selection of images prioritising their investment in the physical machines and technology. A real portfolio of a business that has grown and evolved over two centuries.

This balance became key to portraying not just who they are, but how they work.

Incorporating their machinery and processes into a photoshoot is about more than aesthetics. It’s about telling the story of the business and showing the audience both the end product AND the effort and expertise behind it, the flow of processes from beginning to end AND the relationship between man and machine. In addition, these images weave a narrative behind Swallowtail Print's brand values of professionalism and quality.

Of course, people are still at the heart of any successful business, and capturing candid moments of the team at work adds warmth and personality to the story. These images humanise the brand and create a connection between the audience and the company.

This shoot is a reminder that business photography doesn’t have to be a choice between people or processes. And sometimes the two shouldn’t be separated. The outcome of this assignment was a portfolio that showcases the full spectrum of what Swallowtail offers: skilled professionals supported by cutting-edge tools.

This dual approach also strengthens Swallowtail Print's visual identity, reinforcing their position as leaders in their field while building trust and relatability with their audience.

Whether your business is two days or two hundred years old, you need a portfolio of hard-working visuals that tell the true story of its people, its processes and its journey. Simply get in touch.