Putting the artistic process and quality in the first place.

We are passionate photographers and artists in the first place, we’re not software engineers. But we are comfortable with technology. Our main objective will always be to enable artistic expression, not software development. The digital toolkit we developed with the Artisan plugin is also a highly personal and indispensable toolkit to create the art we envisioned. And that’s what separates our software from others: we know better what other photographers need than software engineers. And we know what it takes to create images that inspired other photographers for more than a decade already. And that’s why we developed Artisan Pro.

We do not believe in replacing your individuality with 1-click ‘magic’ filters just to save you time. That is a production process, not an artistic process. The software encourages you to learn the artistic process. And it is that process that takes your time. Initially to learn the process, and later to fully embrace the process as a way to immerse yourself in your art.

Therefore, the software has two main objectives:

First to emulate through software the technical proficiency and skills of a B&W craftsman with a very high degree of subtlety, consistency and accuracy. 

Second, to adopt the mindset of the creator of the panel by following the suggested artist’s workflow that is built upon principles in art and aesthetics. It takes time, but perfection and quality take time. There is no shortcut to quality.

Both objectives are enabled through recommended workflows and elaborate presets in the panel.