The Full Circle of Creativity: Retouch
Where creativity meets precision
In the latest instalment of our Full Circle of Creativity series, we’re taking a closer look at retouch. Often thought of as one of the final stages of a project, retouch is much more than simply refining an image. It’s a collaborative discipline that helps shape creative work, protect brand consistency and ensure every asset is ready for the realities of production.
We spoke to Gary Moore, Global Colour Manager, and Laura MacFarlane, Traffic Manager and Retouching Operator, whose team supports projects across Equator’s global business, to find out how retouch fits into the wider creative process.
Getting involved early
Retouch may sit further down the creative process, but it’s rarely brought in at the last minute.
Because Equator’s creative teams work side by side, Gary and Laura are often involved before photography has even begun. By joining early conversations with photographers and designers, they can help shape how imagery is captured and make sure every detail needed later in the process has already been considered.
Whether it’s on-pack imagery, food photography or a wider campaign shoot, that early planning gives the team the flexibility to build the strongest possible result.
Building consistency at scale
Creating one great image is one thing. Repeating that quality across an entire range is where retouch really adds value.
The focus is always on the bigger picture, considering how imagery will work across an entire product range or campaign rather than as a single standalone asset.
For Morrisons’ Christmas range, for example, the team worked with photography to create a digital background that could be used across every SKU. Instead of trying to recreate the same look for each product, they built a solution that kept the entire range visually consistent from start to finish.
As Laura says, “We’re almost setting up guidelines before production even begins, collaborating with everyone across the range.”
The hidden art of retouch
When retouch is done well, it’s almost invisible.
Consumers don’t notice when colours are perfectly matched across a range, when lighting feels completely natural or when multiple images have been seamlessly brought together. They simply experience a brand that feels polished and consistent.
That’s exactly how the team likes it.
“It’s understated a lot,” says Gary. “A lot of the focus goes on the design and the photography, which it should. But a lot of what makes that possible happens in retouch.”
No two projects are the same. One day the team might be creating a hero image for a campaign, the next they’re matching new photography to an existing range or preparing artwork for print.
Much of that work happens behind the scenes. As Laura explains, clients see the finished image, but not the many creative and technical decisions that shape the final result.
From screen to shelf
For Gary and Laura, the job doesn’t end when an image looks right on screen.
Retouch is part of a much bigger journey, working closely with Equator’s print technical and repro teams to make sure every asset is ready for production. Whether it’s managing colour, adapting artwork for different substrates or preparing files for print, the team helps ensure nothing is lost between screen and shelf.
“Unlike many agencies, we’re involved all the way through,” says Gary. “From the initial design concept through to print production, colour management, repro and even post-print analysis. That continuity helps protect the work at every stage.”
As Laura puts it, “It means you can catch anything at any point, adjust it if it’s not quite right and collaborate.”
For clients, that means the image approved on screen is the one that arrives on shelf.
One creative journey, shared by every team
Speaking to Gary and Laura reinforced something that’s been clear throughout this series. The best work doesn’t come from one team; it comes from the way different specialists build on each other’s expertise throughout the creative process.
Retouch is a great example of that. It builds on the work that’s come before it while helping set the next stage up for success.
Next, we’ll complete the Full Circle of Creativity series with Equator’s Production team, exploring how all of those disciplines come together to turn great ideas into finished products.
Interested in learning more about how Equator’s integrated creative teams can support your next project? Get in touch by emailing hello@equator-design.com
