Case Study: Capturing the Human Side of Finance – PDS Planning
Case Study: Capturing the Human Side of Finance – PDS Planning
Client: PDS Planning
Project: Commercial Photography for Website, Social Media, and Advertising
Location: Columbus, Ohio
Industry: Financial Services
Project Overview
PDS Planning, a fee-only financial planning firm based in Columbus, Ohio, approached us with a clear goal: to refresh their visual presence with authentic, professional imagery for their new website, digital marketing, and advertising. As a firm built on trust, transparency, and client-first values, they needed photography that reflected both their professional credibility and their approachable, people-first culture.
Objectives
Create a library of commercial images for digital and print use
Capture candid workplace interactions alongside polished professional portraits
Reflect the culture, energy, and values of the PDS Planning team
Use natural light and environmental elements to enhance authenticity
Creative Approach
From the moment I stepped into the PDS Planning office, it was evident that this wasn’t just another corporate photo shoot. The atmosphere was welcoming, collaborative, and sincere—exactly the kind of energy I aim to capture in every session.
We began by photographing individual staff members in action: leading meetings, working at their desks, and engaging with colleagues. These candid moments revealed the true spirit of the firm—focused, supportive, and client-centered. The goal was to create visuals that felt natural and human, not overly posed or forced.
We then complemented those lifestyle shots with posed professional portraits in well-lit areas of the office. With its spacious layout, neutral tones, and abundant natural light, the office itself became a versatile backdrop. It allowed us to create images that felt cohesive and aligned with the firm’s brand identity.
Highlights
Candid images of team collaboration and advisor-client interaction
Natural light portraits with a clean, modern aesthetic
Office environment featured to build trust and familiarity with potential clients
Emphasis on culture, transparency, and professionalism through visual storytelling
Why PDS Planning Stands Out
What truly makes PDS Planning unique—and what we aimed to reflect in the photos—is their unwavering commitment to fiduciary responsibility. They are paid solely by their clients, not by commissions or products, which fosters an atmosphere of integrity and personalized service. Their ability to listen, adapt, and guide clients through life’s financial twists and turns was something I wanted every image to subtly convey.
Client Impact
The final image library now serves as a cornerstone of PDS Planning’s online presence. Used across their website, social platforms, and advertising campaigns, the photos help reinforce the firm’s reputation for clarity, trust, and connection. The team was thrilled with the results, noting how the images brought their culture and values to life in a way that words alone couldn’t.
Conclusion
This project reminded me why I’m passionate about commercial photography. It's not just about clean headshots or polished office scenes—it's about capturing the story behind the brand. With PDS Planning, that story was one of professionalism grounded in humanity, and it was an honor to help tell it.
Looking to elevate your brand with storytelling photography?
Whether you're a financial firm, startup, or established brand, Robb McCormick Photography delivers commercial imagery that resonates. Let’s create something remarkable together. Call (614) 834-4956 or contact me to get started.
































