Scott, founder of Glenwood Primary

Scott, founder of Glenwood Primary Care and Geriatrics, came to me looking for stock photos for his new website. I proposed building an image library for his brand instead, guided by a clear visual guide based on his patients, his logo and the local landscape. The result was 20 images made with AI, art direction and hand retouching, plus home page mockups on desktop and phone to help him choose the hero. If you were Scott, would you have gone with stock photos or a custom image library?