Episode Summary
In this episode of Content Logistics, host Baylee Gunnell sits down with Stewart Cohen, photographer and director at Stewart Cohen Pictures. They explore how authenticity shapes visual storytelling in a world where artificial intelligence and stock content are everywhere. Stewart shares how changes in technology and consumer expectations have pushed brands to find new ways to connect with their audience while keeping content real.
Stewart explains how the craving for authenticity comes from a flood of fake news, AI-generated assets, and overproduced visuals. He offers practical guidance on balancing original content, stock licensing, and AI tools, stressing the value of clear visual identity and small details that build trust. Stewart also walks through the differences in licensing, why model releases matter, and how teams can use mood boards and consistent filters to create a coherent brand look.
Throughout the conversation, Stewart calls on marketers to focus on storytelling over chasing trends or perfect prompts. He encourages teams to experiment, evolve, and keep their creative edge by embracing the tools at hand without losing sight of what makes content relatable and human.
Guest Profile
Stewart Cohen
Key Insights
Authenticity Wins When Content Is Easy to Fake
In a digital world flooded with AI-generated visuals and over-edited images, authenticity is the real differentiator. Audiences have become more skeptical as they encounter fake news, staged advertising, and synthetic media on a daily basis. This skepticism creates new pressure for brands to show genuine moments—imperfections and all. Real connection comes through content that looks and feels lived-in, rather than flawless. Even as technology gives teams more ways to create and edit visuals, leaning into what is real and relatable helps brands stand out. Small details—a crooked smile, a less-than-perfect background, or a candid moment—tell a stronger story than polished perfection ever could. As AI tools get better, authenticity isn’t just a preference; it’s essential for building trust and lasting engagement.
Consistency Builds Strong Visual Identity—Not Constant Reinvention
Brand identity doesn’t come from a logo refresh every year. Consistency outperforms rapid change. Many business owners get tired of their own branding far sooner than their audience even notices it. When teams change visuals or messaging too often, they risk confusing customers and weakening recognition. Instead, brands should focus on slow, intentional evolution—tweaking color palettes, imagery, or tone over time. Simple tools like mood boards or the “squint test” (where you blur your eyes and check if your brand still stands out) help keep visuals aligned. Consistency across channels and campaigns helps audiences remember your business and builds trust. Over time, a steady approach to visual identity does more for reputation and recognition than chasing the latest design trends.
Storytelling Beats Prompt Engineering Every Time
AI can automate design and generate endless variations, but great content starts with a clear story. Prompt engineering—crafting the right instructions for AI tools—matters, but it isn’t the main event. What cuts through the noise is a story that speaks to real people and taps into shared experiences. Marketers should prioritize the message, not just the medium. Start with the story you want to tell, then use tools to bring it to life. Visuals should serve the story, not the other way around. With so many platforms and formats, the brands that endure are those that lead with narrative, adapt their visuals thoughtfully, and use technology to support—not replace—genuine human connection. As content creation gets easier, the real skill is knowing what stories matter and how to share them.
Episode Highlights
Licensing Content Has Never Been Easier—or More Important
00:00:00
Lower costs and new platforms have made content licensing accessible to everyone, from large companies to solo creators. The shift means teams can quickly find and license high-quality visuals without the time or expense of a custom shoot. This ease of access helps marketing teams stay nimble, but it also raises new questions about legal use, model releases, and how to keep your content distinct from competitors using the same sources. Teams must understand the difference between royalty-free and rights-managed licenses—and always verify the rights to use images with people in them. Licensing is no longer a barrier, but thoughtful curation and legal diligence still matter.
“The cost of licensing content, whether it be video or stills, has gotten a lot lower in recent years and it’s made it easier for any company, whether it’s a big company or small company or a side gig, you know, you’re doing it from your house. It’s pretty easy to license content and it saves you a lot of money, better than going out and shooting it.”
Vertical Video and “Protecting the Scroll”
00:13:33
Modern content must fit wherever audiences consume it—on their phones, in their feeds, and across every platform. Teams need to plan shoots for both horizontal and vertical formats, knowing that a single video might end up on TikTok, Instagram Stories, and YouTube Shorts. This approach, sometimes called “protecting the scroll,” ensures visuals look good whether someone is swiping on a phone or watching on a desktop. It’s not just about cropping; it’s about designing with the end viewer’s experience in mind from the start. Teams that plan for multiple formats extend the life and reach of every asset, making their content work harder in a crowded landscape.
“Obviously when you’re getting content created today, you probably want to make sure that you get it in the 16 by 9 as well as 9 by 16, which is the vertical format. So you could—what did they say now?—protect the scroll. You want it to use on TikTok and Instagram Stories and YouTube Shorts. So that’s one thing to really be aware of if you’re getting content made: make sure you get it vertically and horizontally.”
Evolving Visual Identity Takes Patience
00:16:08
Brands often rush to rebrand, but audiences need time to recognize and connect with a new look. Consistency beats constant reinvention. A gradual evolution—changing color palettes, updating mood boards, or refining imagery—works better than a dramatic overhaul. This approach helps customers adapt and builds long-term recognition, while also allowing for fresh elements along the way. Too-frequent changes can confuse your market and undermine trust. Instead, aim for slow, thoughtful updates that reflect your business’s growth and what sets you apart.
“It takes the public a long time to understand who a company is. A business owner, of course, may brand their company and in 18 months say, ‘Oh, I’m sick of that, I’m gonna change it.’ But quite honestly, a lot of people may have never seen it yet. So you need to really evolve your brand identity as opposed to, you know, have a revolution. I think evolution versus a revolution, you know, on your branding and continually it should be continually evolving, depending on what’s going on in your business and in your brain.”
You Can’t Put a Price on Trust
00:53:43
Visual identity is more than a marketing expense—it’s a baseline for credibility. Not every piece of content will have a clear return on investment, but trust, recognition, and authority are built through repeated, consistent visuals. Teams should see visual branding as table stakes, not a luxury or a line item to cut. The impact may be indirect and hard to measure, but it shapes how customers perceive your business and whether they remember you when it counts. Careful investment in visuals signals professionalism and builds a foundation for lasting relationships.
“It’s an investment in your company and sometimes I get asked, like, what’s the ROI on this? But I’m like, it’s table stakes. Like you can’t have a business without a visual identity. That’s true. And not everything has a direct ROI to it. I know it’s supposed to, but it’s… Not always. You can’t put a price on trust…on your authority, what people think about you. Absolutely. You’re totally correct.”
