LA Autry Blog

From the Theo Westenberger Archives:
The Art of Standing Out

Theo Westenberger Archive, The Autry National Center, MSA.25.1

For thirty years, Theo Westenberger succeeded as a commercial photographer in New York and Hollywood in a highly competitive market. Effective self-promotion was the key to standing out in a crowd of talented professionals and Theo excelled at this. In addition to amusing privately printed Christmas cards, she produced ‘promo cards’, and postcards, that were regularly mailed to clients, and she paid handsomely to place her work in widely circulated industry directories.

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However, the key strategy in all photographers’ self-promotion was the portfolio. Containing about 20-30 prints to showcase the photographers’ recent work, these were sent by messenger all over New York or overnight via Fed- Ex to out of town agencies or magazines. Ideally, the portfolios would communicate the photographers’ style, talent, professional status and taste.

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In the 1980s and 1990s, before portfolio presentations moved online, a successful commercial or editorial photographer would be expected to have at least twelve such portfolios, displaying 20-24 11”x14” prints, available to be sent to clients at a moment’s notice. Most photographers used standard, off–the-shelf black leather portfolio cases from art supply stores, which were subtly embossed with their names. At advertising agencies, a sea of nearly identical black portfolios would accumulate for review. To stand out from the crowd and gain a competitive edge, photographers with resources would invest in eye catching, and very expensive, custom-made portfolios and shipping cases.

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The Theo Westenberger Archive has a variety of such portfolios designed by Theo for the presentation of her commercial work. While the interior of the portfolios are predictable, showing large format prints, she used exotic materials like polished aluminum and bright colors for the covers as Theo was not one to shy away from experimentation. Here is a lime green leather portfolio book inside a matching carrying case:  

Theo Westenberger Photographic Archives, Autry Library, Autry National Center; MSA.25.1.

In 2002, when some photographers were already relying on digital portfolio presentations, Theo had two identical portfolios hand-made by the House of Portfolios, Inc. in New York. These we made of an ostrich embossed red leather.

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Theo Westenberger Photographic Archives, Autry Library, Autry National Center; MSA.25.1.

Possibly the two most beautiful portfolios in the Archive were designed in the style of nineteenth century photograph albums. These portfolios showcased Theo’s work in a different way, breaking the traditional rules by using smaller, electronically produced prints presented on handmade paper instead of black and white silver prints. She also invested in expensive marbleized end papers and very elegant, cushioned, custom boxes for delivery to clients. The photographs selected for these particular portfolios are from Theo’s travel assignments and personal shoots, work that she held close to her heart. Reflective of the intersection of her personal taste and clients’ commercial needs, these unusual portfolios embody Theo’s signature style as her career matured.

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These portfolios, created at the intersection of her personal taste and her clients commercial need, embody Theo’s signature style as her career matured

Theo Westenberger Photographic Archives, Autry Library, Autry National Center; MSA.25.1.