As a photographer, I’m used to framing moments — not managing margins. I see the world in terms of light, balance, and texture. So naturally, when I found myself opening a flooring company in Castle Rock, Colorado, I couldn’t help but notice the contrasts — not just in the product, but in the process.
I wasn’t just launching a business. I was documenting one — with my eyes wide open. Here’s what I learned on the journey from camera to concrete.
It’s All About Composition
In photography, composition guides everything — where you place your subject, what you leave in, what you crop out. Turns out, it’s the same with building a showroom. Lighting, layout, texture — every decision influences how someone feels when they walk in.
We weren’t just setting tile samples on racks. We were composing a visual experience. Something that felt approachable, modern, and full of possibility — much like staging a great lifestyle shoot.
Your Brand Is the Shot You Don’t See
Every great photo tells a story — not just with what’s in the frame, but what’s left out. The lighting. The tone. The vibe. That’s branding in a nutshell. It’s not just about your logo or your product lineup. It’s about the feeling people get when they interact with you.
In our store, I wanted people to feel at ease. Inspired. Not overwhelmed by 10,000 square feet of samples. So we focused on simplicity, curated product lines, clean visuals, and storytelling through space. The same way a photo invites you in, our showroom had to do the same — without saying a word.
Lighting Isn’t Just for Portraits — It Sells Product
Every photographer knows lighting is everything. It’s how you create mood, depth, and trust. So when we built our design center, I applied the same logic — no cold fluorescents or harsh shadows. We layered natural light with warm directional fixtures to highlight texture, color variation, and finish.
When a client runs their hand across a floorboard, the light helps them imagine it in their home. When we shoot product photos, the lighting tells the story before a single word is spoken. In flooring, just like photography, light doesn’t just reveal details — it builds desire.
Everything Is a Scene — Including Customer Experience
In photography, you don’t just shoot — you direct. You guide your subject into the best light, frame the emotion, and create an environment that brings the story to life. Running a flooring company? It’s no different.
We designed our showroom like a guided experience. Clients enter through clean, natural light. Displays are intentionally spaced — not cluttered. Samples are easy to touch, move, and visualize. We even stage scenes — curated combinations of flooring, tile, and wall tones — to help customers dream without effort.
It’s not just about selling product. It’s about directing a story that makes people feel something. And when they feel it, they trust it.
What I Saw, What I Learned
Launching a flooring business taught me things I never picked up behind a camera. Like how important operational trust is. How subtle design decisions influence customer confidence. And how creativity isn’t just for marketing — it’s baked into the entire customer experience.
I still shoot. I still frame. But now I see business through that same lens — one where every floor, every finish, every interaction is part of a living story. And I’m just getting started.
If you're curious how we're bringing visual storytelling into home renovation, check out Dream Home Innovations. You might just see the floors differently.
Sean Hakes
Photographer, entrepreneur, and co-founder of Dream Home Innovations
Documenting the creative side of business through Photography-ish.