Joe Craig's trademark style is based on a simple yet powerful philosophy: By capturing life, connections, and emotions, a portrait reveals every person's unique story and the legacy they leave behind. It is their "Soulmark."

A Soulmarks photograph is typified by subtle moments of truth, a singular source of illumination, and a strong emphasis on revealing the spirit of each person who comes before the lens. The results is authentic art that captures thoughts and feelings and reflects hopes and dreams.