OnRequest Images

About OnRequest Images

OnRequest Images operates as a specialized provider of custom stock photography, positioning itself as a key resource for corporate marketing and branding campaigns. Founded around 2002, the Seattle-based company established a business model centered on creating bespoke images for major corporations, including advertising, design, and marketing firms. By 2004, it had already raised $4 million in financing from Maveron and served over 100 customers.

The company's core service revolves around a global network of professional photographers, which numbered over 1,600 by the mid-2000s, located across more than 50 countries. This network is tasked with producing imagery tailored to the specific marketing and brand identity needs of its clients. OnRequest Images targets high-end clients, including Fortune 100 companies, and has worked on brand imagery for major players like T-Mobile. Revenue is generated by charging for these custom photographs, with costs ranging from $500 to $25,000 depending on the usage rights.

A significant component of its operational infrastructure is the proprietary OnPro™ production platform. This web-based, automated system was designed to manage the entire custom photography lifecycle, from photographer and model selection to production workflow and digital asset management. The platform features tools like OnRequest InstaCast™, an online casting tool to source models, and a sophisticated photographer selection module that allows for searching by style, skills, and ratings. This technology was developed to streamline the complex process of creating, sharing, and managing custom imagery, thereby reducing production timelines for clients. The company secured a notable $9 million in a third round of funding in April 2007, led by Menlo Ventures with participation from previous investors Frazier Technology Ventures and Maveron LLC. At the time, the company was led by CEO Carla Stratfold, who actively promoted the strategic role of custom photography in building strong brand identities.