Process 1 sharpens focus on future of photography

The field of photography is on the cusp of a new era, according to Tim Murphy, owner of Process 1 Imaging.

The digital age has introduced a host of tools to assist photographers in practicing their craft.

To keep pace with the changing needs of his customers, Murphy has made significant changes to the business.

"We understand that the digital photography market is where the future of this business lies, and my intention when I became owner of this business was to never let my equipment go out of date and never fall behind."

The most noticeable change is the recent relocation of Process 1 Imaging to 2935 E. Battlefield Road.

The business was previously located at 1125 E. Battlefield Road. The company doubled its retail space with the move.

"We needed to grow physically. We were basically just outgrowing that spot," Murphy said. The new location has afforded him the space and flexibility to install additional equipment.

Murphy hopes that these alterations will attract professional photographers. Murphy plans to carry a line of professional wedding albums and trendy picture frames, and will begin matting and framing photos.

"We've started pursuing professional and semi-professional photographers, people for whom photography is a passion, a way of life or a career.

"But people not falling within those guidelines, of course, we can help, too," Murphy said.

Since Process 1 Imaging became a full-service digital lab more than a year ago, it has added services and equipment that assist both professional and amateur photographers.

The most recent addition is a wide-format printer capable of creating high-quality prints up to 40-by-60 inches in size on canvas, watercolor paper or photo paper.

"The technology that went into this printer is amazing; the inks and papers that it uses are designed to be archival and the prints are very fine, very realistic," Murphy said.

Murphy has also realized the necessity of printing from a variety of sources.

Customers may now bring their digital camera's memory card to Process 1 and have prints made as if they were on negatives.

Another convenience Process 1 Imaging offers is the ability to print images uploaded from the Internet.

"We've gotten to the point that it's possible to take as many pictures as you want and get them to us without ever leaving your home," Murphy said.

"You can take them from your digital camera, put them on your computer, go to our Web site, upload them to us and have them printed and sent back to you the same day," he added.

Murphy also uses digital imaging to perform tasks that previously demanded considerable time in the dark room.

Among these are photo restorations, enlargements and other editing.

"If someone has a large family group shot and Aunt Sally's eyes are closed in one frame but not the next, I can take her head from the second frame and put it on the first.

"Almost nothing is impossible. If you can think it, we can probably print it."

And while the changes made at Process 1 Imaging center around digital photography, film users are still the majority of Murphy's customer base.

"We aren't ignoring the film market, but we will continue to grow in the digital age and that as a whole is the way our lab is headed," Murphy said.

Murphy plans to persist in tailoring his business to fit the digital age, hoping to add DVD photo albums by the end of the year.

Although the digital age inspired Murphy to reinvent his business, he believes that the basic needs of his customers are essentially the same.

"I would say that the needs of my customers are some of the same things they've always been, we just have a new approach to tackle them," Murphy said.