Equipment and Process (why it's so important)
Images are only as good as the weakest link that created them. (Unless the photographer got lucky.) This includes the quality and consistency of the lighting in addition to the quality of the cameras and lenses. It also includes the skills of the photographer: technical knowledge, mastery of lighting, attention to detail, compositional skills, problem-solving abilities, creativity, expertise and artistic ability with Photoshop and other post-production programs; and the interpersonal skills that are so necessary to evoke the desired expressions when people are photographed.
Extraordinary results require extraordinary efforts
Rich utilizes advanced hardware-based control for primary color and tonal adjustments. This dramatically improves color grading efficiency by allowing multiple controls to be manipulated simultaneously; producing superior images, faster.
All enhancing and retouching is done with a stylus on a professional Wacom tablet. This both greatly increases quality and speeds up the retouching by at least 4X. Don’t believe it? Just try signing your name with a mouse.