Ten years.One obsession.
Martin Irvine is a photographer based in Newtownabbey, Northern Ireland. A decade of commissions across fitness, editorial, and personal branding — now concentrated through Of One Creative, a strategy-led studio for founders who sell with their face.
M.I. · Self Portrait, 2025I started shooting boxers in drafty gyms outside Belfast. I kept shooting because no one else was asking the question I was: why does this person look like a client, not a catalogue model?
That question has led me through commissioned work for Reserve, Men's Fitness NI, and the marketing departments of several consulting firms you've heard of. It led me to build a framework I call Face First — a two-day engagement that starts with strategy and ends with a library of frames calibrated to a single sales argument.
I started shooting boxers in drafty gyms outside Belfast. I kept shooting because no one else was asking the question I was: why does this person look like a client, not a catalogue model?
That question has led me through commissioned work for Reserve, Men's Fitness NI, and the marketing departments of several consulting firms you've heard of. It led me to build a framework I call Face First — a two-day engagement that starts with strategy and ends with a library of frames calibrated to a single sales argument.