Defining visual identities
– May 13, 2025 | Text Beatriz Maio | Photos Daniel Fonseca
Crafting a distinctive and compelling visual identity is no simple feat. For many companies and entrepreneurs, creating digital content is often a challenge, making professional expertise not just an advantage but a necessity.
In Lagos, a creative duo is redefining how businesses present themselves to the world. DEFINE, a creative agency founded by Daniel Fonseca and Emma Bolinder Görsün, is dedicated to helping businesses take control of their image.
Daniel, a self-taught photographer, and Emma, a Communication Design graduate, have wealth of experience between them, namely in hospitality and F&B, management and marketing. Their approach is straightforward yet impactful: offering photography, videography, and communication design services that not only enhance brand presence but also equip businesses with the tools to manage their own content independently.
Every project starts with a detailed briefing to determine the image the business wants to convey.
“We try to understand in depth not only the product or service we’re going to capture but also the essence of the business behind it,” Daniel explains.
“Having perfect photos is not enough for the company’s image to really communicate with the public; it needs to convey something of value that people can identify with,” he adds.
Once the vision is clear, an action plan follows, outlining the creative direction for photography, filming, or information-gathering sessions.
This process culminates in the editing, montage, and design phase, where the duo’s technical expertise meets artistic flair. Daniel and Emma complement each other seamlessly – whilst he focuses on equipment and execution, she directs compositions, ensuring every element aligns with the intended message.
DEFINE specialises in product photography, a fundamental factor deeply rooted in authenticity. “It’s about more than just aesthetics. It’s about showing personality and soul,” Daniel highlights.
Beyond capturing beautiful visuals, DEFINE also offers corporate image consultancy, helping businesses refine their brand identity and develop strategies for long-term content management. The goal is not just to produce high-quality imagery but to provide the tools for these businesses to take control of their own online presence.
“Anyone can manage their own content, but like anything, it takes time, effort, and constant adaptation,” Daniel says.
“There is no perfect formula, but it’s always possible to keep learning and understand what works through experimentation.” He outlines three key factors for achieving this autonomy: “Analysis, Strategy, and Adaptation.” First, businesses need to analyse what works for them; then, they must build a strategy based on that and keep working to evolve over time whenever improvements are needed, a process that “is repeated as many times as necessary”.
Prioritising collaboration between the creative duo and their clients, DEFINE itself was born a year ago out of collaboration between Daniel and Emma.
“Through working together, we discovered that we made a great team, but it also showed us how rewarding it can be to use our artistic skills professionally,” Daniel reflects.
Their connection with clients is fundamental, ensuring that each business’ vision is not only understood but that “their vision is brought to life”.
Whether working with those who have a clear direction or those in need of guidance, the duo approaches each project with the same enthusiasm.
“There’s nothing more satisfying than teaming up with businesses that share our values and helping them showcase the quality of what they have to offer,” he noted.
The future of DEFINE is filled with possibility. With each project, Daniel and Emma continue to refine their craft, expanding their reach and expertise. Their ambition is to grow, to take on more work they are passionate about, and ultimately to dedicate themselves to DEFINE full-time and perhaps even expand their team.
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