Every once in awhile we need to mix things up a bit–although in this case it’s more of a cleaving in two. After a bit of thinking about it I’m shifting most of my corporate, association, and client-direct work over to a new brand, Lux Umbra*.

Same company, same cameras, same goofy face. But, with an interface geared more towards communications and marketing professionals for Fortune 500 companies, law firms, associations, and non-profits. It will have a focus on “real people doing real things” and will also include a bit of video capture.

As you can imagine, there will naturally be some overlap. My approach to photographing someone building a campfire isn’t that different than documenting someone working on their computer so it stands to reason that some images might work well in both spaces.

Matthew Rakola Photography, which has always been registered as Lux Umbra, LLC, will become more focused on advertising, editorial and personal work. In the coming months you’ll find new work, but a more unified overall aesthetic.

Whether you find me here or there, you’ll still find a commitment to great imagery, attentiveness, and leaving the location cleaner than when I found it.

As always, hit me up with any questions or comments.

Matthew

* “Lux Umbra” is Latin for “Light Shadow”. These two elements are the basis for all of the visual arts.