Behind the Lens – Linia Cronje

Linia Cronje, our in-house photographer and artist, has been a part of the Incanda team for approximately three and a half years. We had the privilege to sit down with her as she takes us on a tour behind the camera.

1.What is your role at Incanda?

I am the head photographer at Incanda as well as its only in-house artist.

From my studio, which is conveniently based at our factory in Paarl, I am able to assist in planning and executing all styled and product shoots in close collaboration with the rest of our marketing team.

All new and existing products are photographed before it leaves the factory floor in an ongoing attempt to maintain an updated website and to provide visually pleasing content for the various advertising and social media platforms that features Incanda’s product range.

My role as in-house photographer also extends to our sister brand, Re-create. Re-create is continuously expanding, so my dual role keeps me busy.

My art is available on the website and in the showrooms and is updated as I have new original art available.

In between shoots I focus on my art which is featured on Incanda’s website.

2. When/how did you become a part of the team?

I joined Incanda approximately three and a half years ago. In the beginning my focus was on becoming acquainted with the product range and the inner workings of the company. I then moved over to full time photographer and videographer and I have never looked back.

Being part of the Incanda family has been a wonderful journey and an absolute joy. I am privileged to work alongside an amazing group of people.

3. What do you enjoy most about your job?

I love the creative side of my job. Finding the perfect angle for that ‘perfect’ shot is one of the highlights of my job for sure. Seeing the final product after the selection and editing phase, is always immensely satisfying. Chasing the light and dodging the shade to ensure my vision is brought to life is always quite a rush.

4. Describe what a typical day at work looks like for you.

Planning forms a large part of my day. Collaborating with our marketing team to determine the brief for every shoot is vital to its success. Then comes my personal planning process to ensure that all the required equipment is available on site, allowing me to execute the shots required.

This is followed by the setting up and styling phase before shooting finally commences. Finally, all photographs must be edited timeously and accurately for the various platforms, including mailers, social media and printed and digital ads, where it will be used.

5. What do you find most challenging about your role as photographer?

I would say the biggest challenge for me is getting the most out of every shoot. Whether it’s a styled or product shoot, things hardly ever go entirely as planned, especially when it comes to location shoots. Knowing that I utilised every shoot to its fullest is my biggest challenge.

Looking back at the years  – My visual portfolio:

We would like to thank Linia for taking the time to share a bit about herself and her role at Incanda. As our world becomes increasingly digital and competition for people’s attention is fierce, the role of the photographer is more vital than ever. Linia’s keen creative eye and understanding of visual communication, undoubtedly plays a huge role in transferring Incanda’s values and offerings to existing and new customers.