“My most effective tools have been the people around me, experts in their fields. ”

ArchNative meet Lauren Andersen,

Lauren is the Founder and Principal Photographer of Oakland-based SEN Creative.

As photographers, Lauren and her team, capture the heart and soul that a designer puts into their project. With over a decade of experience in the industry, Lauren is able to uncover the inspirations and details that contribute to a compelling visual story for each project she works on. Beyond photography, Laurens company also incorporates videography and branding services, helping businesses elevate their brands through stunning visuals.

Tell us a little bit about your first interaction with photography and what sparked your desire to evolve it into a career?

I was lucky to have an amazing high school teacher who encouraged me to pursue art — that’s when I was first introduced to the darkroom, and I was hooked. I went on to study photography at Pratt Institute, where I graduated with a deep love for fine art photography. My program was very much focused on pursuits within galleries, museums, and the fine art world.

It took me a few years to find my way into a more commercial space (and start making money), but after working with an interiors startup when I moved to San Francisco, I found the interiors niche. I think I’ve always had a natural hustle and drive — I just kept going, reaching out to new clients, taking on more jobs (even if they weren’t amazing, I think practice is so important). The spark of collaboration and the energy of a new project has always kept me moving forward. I love the process of envisioning an end product for a client, whether that’s photography, video, or a new brand.

Design: HarmoniQ Design | Photography by Lauren Andersen/SEN Creative

You started your company, SEN Creative, almost 6 years ago. What gave you the initial push to become an entrepreneur? Why did you decide to focus your craft on real estate/design?

I’ve always had a deep love and admiration for the design, architecture, and industrial design world. My time at Pratt gave me a real insight into and appreciation for these disciplines. I love that this space is such a unique balance of creatives and incredibly resourceful small business owners. That mix really fuels me.

Tell us a little bit about the beginning days of starting your own business- what were the biggest lessons you learned?

In the beginning, I invested in a tiny office space, but it made a huge difference. It gave me a place that felt completely mine and helped me focus on the work in front of me. I also met some other amazing female business owners in that same building, a few of whom I still work with today.

Having people to talk to and not feeling isolated was game-changing. I think building a community is one of the hardest things for small business owners and freelancers, and it’s something clients have told me over and over again. For me, just being out in the world and around other people really helped me keep going.

Design: Decorotation | Photography by Lauren Andersen/SEN Creative

How has the business evolved over the past 6 years? How has it stayed the same?

Without a doubt, experience has elevated the quality of our work across all our departments. Our first videos are vastly different to what we produce now. Over the years, we’ve refined our processes across all mediums, and working with the same team for so long has created an incredible shorthand that leads to great results.

I’ve always tried to listen closely to clients to help guide the direction of the business. What’s remained consistent is the need for graphic design, video production, and photography — those core services have never gone away. I’ve learned to expand strategically, leaning into what the industry is telling me it needs.

You now have a team of seasoned photographers, videographers, and designers who work with clients to bring their vision to life. Tell us a little bit about the growth of the company and navigating the management aspect of growing a company?

A big lesson for me was creating clear processes for each service. I tend to do research under the radar by asking lots of questions, listening to clients' pain points, and thinking about how I can best support their creative endeavors.

I truly value long-term relationships with the people who work for SEN Creative and hire us. When managing a project, like a new brand, I take on the overall project management, but I make sure to defer to the experts we work with and their experience in their specific medium. I focus on keeping the big idea in mind while the smaller parts are being built.

Design: Nancy Evars | Photography by Lauren Andersen/SEN Creative

Tell us a little bit about what it means to work with your clients and deliver images that are true to your vision of the space as well as theirs? How do you approach each project?

No two spaces or designs are the same, and I’m very sensitive to that. I listen closely to what was important or challenging for the designer, architect, etc., during the project. I love hearing about their successes and how their vision came to life, often after a year or more of work. Having been trained in art school, I’m naturally drawn to how light and shadows interact in a space. Designers are especially sensitive to how natural light or the lack of it impacts the feel of a space.

How do you see the industry evolving?

I believe AI will continue to grow, and we have to embrace it in a smart way. I’m already using it in editing and copy editing. However, I think high-touch services like photography, design, and architecture will only become more valuable as interactive, collaborative processes that people will always want.

What tools have you used to help grow your business/streamline operations?

My most effective tools have been the people around me, experts in their fields. I have a bookkeeper, lawyer, SEO expert, and business development coach, all of whom I can rely on for advice. Whether it’s handling a contract dispute or finding the right onboarding process for a new design client, outside voices and expertise help keep me moving forward instead of trying to figure out all the intracadies myself. This ties back to the community aspect — having a strong community has definitely helped me streamline and grow.

9. What is one piece of advice you constantly come back to?

The industry I’m in ebbs and flows. I’m fortunate to have some special people in my life who constantly remind me that my work is worthy and encourage me to ‘try’ and enjoy the down times while celebrating the busy ones.

Lauren Andersen

Lisa Lombardy