Building a Visual Archive: How Commercial Brand Photography Transformed Kalamazoo County Parks’ Marketing

In today’s visual world, consistency isn’t a nice-to-have — it’s essential. For organizations managing multiple programs, locations, and audiences, having the right images ready at the right time directly impacts marketing efficiency, brand trust, and public engagement.

For Kalamazoo County Parks, investing in ongoing commercial brand photography has done more than elevate their visuals. It has created a living visual archive — a curated, searchable image library that supports everything from social media and websites to campaigns, annual reports, and community engagement. For teams juggling limited staff, rotating priorities, and public accountability, a reliable image archive becomes infrastructure, not a luxury.

I’ve partnered with Kalamazoo County Parks since 2019, building an evolving collection of images that spans every season, every park, and the people who bring these spaces to life.

Below, their team shares how this long-term photography partnership has transformed the way they work — and how other organizations can apply the same approach to their own marketing efforts.

1. Consistency Through Commercial Brand Photography

Q: How have the professional photos from Sarah Rypma Photography’s archive helped you create consistent and engaging content for Kalamazoo County Parks’ social media?

A: We’ve worked with Sarah Rypma Photography for several years to build a strong portfolio of images showcasing our parks. Having a deep library of high-quality photos makes it easy to find exactly what we need, when we need it. By including both scenic and people-focused shots, we’re able to highlight not only the natural beauty of our parks but also the activities and amenities that make them worth visiting.

Example of custom photography in use across Kalamazoo County Parks’ seasonal marketing campaigns.

2. Saving Time and Strengthening Marketing Efficiency

Q: In what ways did having a deep library of commercial brand photography make your role easier and more efficient?

A: Instead of digging through years of outdated, low-quality snapshots, I can go straight to our Sarah Rypma Photography library and find multiple great options that fit our needs. It saves a tremendous amount of time — I don’t have to hunt for the “perfect” photo because there are so many professional options available. That means I can focus more on crafting engaging content and messaging for our marketing efforts.

💡 Tip for Businesses: A well-organized archive helps your marketing team spend less time searching and more time storytelling.

3. From Web to Social: Photos That Work Everywhere

Q: Can you share specific examples of how you used these images across platforms—Instagram, Facebook, and the website—and how they performed? Do you have any favorite posts?

A: Over the past six months, we’ve made a concerted effort to grow our presence on Facebook and Instagram and increase engagement. The saying “a picture is worth a thousand words” really holds true — being able to use captivating images that inspire action has been invaluable.
When Kalamazoo County launched a new website this past winter, photos from our library were used throughout the site, not just on the Parks pages. This helped create a consistent visual identity across a diverse range of County services and information.

4. Why Authentic Images Outperform Stock

Q: Why do you feel it is valuable for an organization to invest in a professional photo archive instead of relying on stock or quick phone photos?

A: Using unique images of our own parks — rather than generic stock photos — brings authenticity to our marketing. While we might occasionally capture a few good shots on a phone, a professional photographer provides a much richer, more comprehensive collection that truly represents our parks.

✨ Takeaway: Custom photography builds trust and authenticity that stock simply can’t match.

5. Investing in Your Commercial Brand Story Over Time

Q: What advice would you give other organizations or nonprofits who want to maximize the value of their photography investment for branding and community engagement?

A: Building a strong photo library takes time. We’ve consistently set aside a small budget each year to expand our portfolio, rotating seasons and park locations to create a diverse collection. Working with the same photographer year after year has also helped maintain a consistent visual style. Plus, our photographer knows what we’ve already captured and ensures that each new session adds fresh content to our library.

Tip for Brands: Invest in seasonal sessions and grow your visual archive year after year. Consistency builds brand recognition.

Build a Visual Archive for Your Organization

If your organization is tired of scrambling for photos, relying on stock imagery, or reinventing the wheel every campaign, a visual archive might be the missing piece.

I partner with Michigan-based organizations to build long-term image libraries that support marketing, storytelling, grant reporting, and community engagement — season after season.

Build Your Brand Image Library