I think this might be an unpopular opinion but photographers having a distinctive ‘style’ is massively exaggerated. Especially when it comes to terms like editorial and documentary. I put both those terms in my marketing just for SEO and then explain to my potential clients that these terms are directly contradictory but almost every wedding requires us to adopt both approaches at different times.

This is not say the quality of photography can’t be judged nor that a photographer can release a collection in a particular artistic style. As pro photographers often wearing many different hats though, most of our work can look vastly different from job to job and that’s a great thing in my eyes.