This is a nice little shot that's always been one of my favourites. But while it's simple, the picture also says a lot about the day in question. That 'photo is worth a thousand words' thing.

Without knowing the couple or anything about their wedding you can instantly tell it was a relaxed affair with a rustic feel - hence the chairs. We also know they have a sense of humour and thought it would be mischievous to coordinate shoes and socks - the focal point of the shot. The brogues tell you the groom is his own man and not swayed by the need to conform totally to the occasion. And you sense the bride loves the idea of being little daring with scarlett shoes.

The wedding was in Shoreditch Town Hall, with the emphasis on fun, and the couple are as laid-back as they come. It was a tiny, personality-rich affair - which is always brilliant to shoot.

This shot has also directly led to more than one subsequent commission. The image sticks in people's minds and has even led to one couple copying them (see second shot). It just goes to show that you can chuck all the marketing and strategy you wish at your business, but it's the smallest things to which people respond...