OpenSpace

(once like a spark) photography

The Spark

(once like a spark) is a small gathering of some of the most expressive, imaginative, and avant-garde wedding photographers across the country—capturing stunning, shimmering moments on film.

This distinctive collaborative was styled, shaped, and formed by two lovely sisters—Ashley Steele and Cali Freeman. A few years ago, Cali decided to take her talent and hobby with the camera to a new level. Ashley applied her consulting and marketing expertise and the sibs leaned forward and said “let’s start this cute little side business” and (once like a spark) began to unfold. And the spark began to blaze. (once like a spark) started as a two-sister production and, a short time later, is now a 16 team member, large-scale, nationwide operation.

The Vision

“We were doing really different things than what was standard in the photography world. This was at the beginning of social media. We grabbed onto this unique marketing tool and went for it. Instead of the full-page ad that most photographers used to promote, our presence began to spread online. Cali-the-Photographer became booked for every weekend for the next year and a half—in just three months. Unheard of! Amazing!”

Ashley and Cali began to network with other very gifted photographers, artists asking why they were not as busy as they would like to be. As they should be. Posting fliers about town just wasn’t bringing in enough business. The talent was there, but the marketing was not.

“We realized that what we were doing, by using Facebook, Twitter, and other social media was very rare in our industry. And it was really working. So we offered to do the sales, branding, marketing for these brilliant photographers. They concentrate on shooting, we concentrate on everything else.”

The Present

Originating in Atlanta, (once like a spark) has, in a short span of time, unfurled to New England, the West Coast, The Windy City, and our country’s capital. The business has become a bold and vibrant collection of photographers, graphic designers, art directors, editors, coordinators, and wedding contacts—all doing what delights them most. So every part of the wedding photo experience is as majestic and profound as it can be.

“All of us only do what we absolutely love. Photographers want to shoot, editors want to edit. We put together a model that works really, really well.”

Currently (once like a spark) has a strong presence in the following cities: Atlanta, Washington DC, Boston, San Fransisco, and San Diego.

“As we expand into cities such as Philly, Austin, and Seattle we continue to look for photographers who match our personality and aesthetic. Our ultimate short-term goal is to be very established in 12 cities.”

And Ashley’s spirit for collaboration seems to be never-ending. Besides managing (once like a spark) she also runs a social media and e-marketing consulting business called re:VOLT, servicing clients across all industries.  And it does not stop there. She is also forging a new music program—scouting up-and-coming musicians and their music to play on the (once like a spark) website. Promoting and adding another artistic backdrop to the picture.

Enter OpenSpace

About three months ago, exciting life changes brought Co-Owners Ashley and Cali from Atlanta to Charlottesville. New to town, Ashley was doing all of her work at home and at times it just wasn’t productive.

“I am awful at boundaries. I felt like I was working twenty-four hours a day in my office at home. Our real estate agent had told me to check out OpenSpace. I loved the idea of it, checked it out online, came to see it in person. OpenSpace has definitely been a game changer. I could write a novel about why I love it. It is refreshing to work in such a space. I am productive, dress for work, have my boundaries back.”

What You Might Not Know

(once like a spark) is named as such, inspirited by the e.e. cummings poem by the same name. The poem begins “if strangers meet life begins” – decidedly apropos of all that this photography endeavor offers.

(Photograph by Billy Hunt)