Thirty years ago in September 1984 my then partner Brigitte Braun and I established Profile Photography in Perth and today in Fremantle is the launch of the new brand ROEL.COM.AU. The company needed a bit of refreshing, a rebirth, a facelift, just something that invigorates me to keep going in an industry that has even become more challenging than it ever was.
My career in Western Australia has been fantastic from the moment we started all those years ago. We soon picked up the State Energy Commission account, many mining, design, PR and advertising companies followed. Architects, magazines, property developers and state departments and agencies followed suit.
Fremantle Port was loyal to me for 15 years, the Midland Redevelopment Authority for 11, JAZ Creative became my family, and Cape Mentelle my drinking companion.
WA State Government gave me assignments for years and so did Government House. I was the official photographer for the visit of Princess Ann and travelled throughout the north of WA with her and shared her table for dinner in Kunnunara.
Some of my clients ended up in jail, because WA inc was not their greatest moment, but my business kept blossoming until the big change to digital photography introduced a lot of mediocrity to the industry.
I love my profession and have not ever regretted I became a photographer. I met so many great people and did so many great jobs and I learned so much about life, people and photography.
Today there is a new start in my professional life that is not only corporate, commercial and private photography but also the Roel’s Fremantle Photo Tours.
My motto FINDING BEAUTY IN THE ORDINARY has become my lifestyle, trying to enjoy the small precious moments in life, even in the difficult times.
I have always given my best, because when one works unsupervised it is too easy to cut corners, and at the end of each assignment only I knew if I had given it all the time it deserved, if I should have tried more angles, different light, got up earlier, or keep shooting later. I learned to be brutally critical about my work, to make sure I would never take an assignment or a client for granted. No doubt I messed up a few times, but looking back I believe I overall succeeded.
Today is a proud day for me, because I start again at an age where most people think about retirement. I love photography far too much to start looking for a rocking chair.
Check out the new website: http://www.roel.com.au