QNS #1: WHAT IS THEREDTREE'S CORE BUSINESS?

theredtree is photography-based setup primarily focusing on 2 goals: promoting fine art photography and creating public awareness on less fortunate places around the world.

Our founders/artists strongly believe that photography is an art, just like painting, sculpture and so on. It has been uncommon that local art collectors, let alone the mass, would buy photography as an art piece as they believe that it will not last as photos will fade over time.

However, with the technology today, a brilliant photography artwork printed on canvas or other rag based fineart medium from brands like Hahnemühle and Sihl, that is completed with good framing, can be on par with tradition art medium. Too many great photography are stored digitally these days and never get to see the light of the real world. With our book publishing and

Hence, instead of constantly collecting artwork of the past centuries, we believe that new thinkers are beginning to collect the present too.

Art aside, we also believe that photography is one of the most powerful medium to create awareness on anything in the world. Our founders/artists see a deeper meaning in it to initiate meaningful projects that could help the people and places who are suffering from natural disasters, wars, and poverty.

To sum theredtree up with a concise label, it houses "artists with a cause".

QNS #2: WHO IS INVOLVED IN ITS CREATION?

The team of theredtree is made up of dynamic individuals who are passionate and established in the field of photography, design and production. Photography plays a big part in our lives besides working on our usual bread and butter commercial/advertising projects.

Our founders/artists felt strongly that it is time to take photography to the next level by creating works that they really love to do and sharing with more photographers in what we do and believe in. Passion is a fuel that would never run out.

QNS #3: WHAT DOES THE NAME MEAN?

Red symbolises passion and life to us. We nurture the company to grow like a tree. It has to be rooted firmly with its core beliefs, while growing and branching to reach out and inspire the people around us. As theredtree grows, it shelters more people around the world via the projects we lead with the help from our corporate partners too. It is also aimed to support the growth of photography in Singapore to be more widely accepted as art. Therefore, being the red tree in a tropical forest has to be outstanding and we want to make that difference with a good cause.

QNS #4: HAS IT BEEN DIFFICULT TO BE PROFITABLE?

While business is often stripped down to dollar and sense, we feel that humans can never satisfied with the amount of money they earn. Hence, theredtree has been largely driven by passion and focused on meaningful projects that we believe in.

While money may make the world goes round, money is not everything. Passion is.