About Fetchlight

San Diego Humane Society Dog Photographer art fetchlight


About Fetchlight

Fetchlight was founded by Jen Bergren, and from 2011-2016 Fetchlight created colorful, modern, lifestyle photography of pets and turned it into custom, ready-to-hang wall art for their homes. In 2017, Fetchlight is offering photo sessions only to people redeeming session gift cards, but will continue to sell art to past clients and to dog and cat lovers everywhere. Fetchlight now focuses on the San Diego dog blog and focuses on services to media and pet businesses, such as commercial pet photography, editorial pet photography, stock photography of dogs and cats, and pet marketing consulting.

 

Where did the name “Fetchlight” come from?
During the Passport Pet Photography Workshop in 2011, I was doodling business name ideas including variations using “fetch” and the teacher mentioned to always have catchlights in the pets’ eyes. Catchlights are the reflections of light sources that make eyes sparkle and look alive. Fetch + catchlight = Fetchlight! (It helps that my Midwestern accent rhymes catch and fetch.)

 

 

San Diego pet photography business Fetchlight logo and mascot

What is that orange thing above the logo?
Fetchlight’s logo icon is an abstract version of my orange dog Tawny, who is also the inspiration behind orange as the main color of the brand. Read about Tawny in this blog post! Follow her adventures on Instagram by searching #tawnyfoxdog.

 


About Jen Bergren, Owner of Fetchlight

I was taking photography classes from UCSD at night while working as an advertising graphic designer at Petco’s corporate office during the day, when suddenly these two interests combined and I started photographing pets for Petco!

While shooting for Petco in 2011, I attended the 3-full-day Passport Pet Photography Workshop taught by two fantastic pet photographers: Jamie Pflughoeft of Cowbelly Pet Photography, and J. Nichole Smith of dane + dane studios. It was amazing and life changing, giving me the idea and tools to start my own business!

Shortly afterwards, I left Petco to have more time to concentrate on starting Fetchlight, and more time for my other career in magazine design. I work from home, which gives me the flexibility to run a second business and gives me more time to hang out with my crazy orange foxy dog, Tawny, who I adopted from Aussie Rescue at the end of 2011. Yes, I started a pet photography business before having a pet of my own, that is pretty unique!

After running Fetchlight for 5 years, I realized that online marketing is my favorite part of my business, so I started an MBA program in digital marketing and am shifting Fetchlight’s services to focus on helping pet businesses.

A few more quick facts: Grew up in the Illinois countryside. Had a passion for art and learning for as long as I can remember. Moved to New York City ASAP, or, rather, after graduating college in Indiana and saving enough money to survive. Moved to San Diego without visiting first. Super tall (seriously). Loves magazines. Hates cold weather. (also loves parentheses. and exclamation points!)


Giving Back

Helping pets in need is a cause that I love to support! Here are a few of the ways I have given back to the pet community.

  • Over the years when photography for pet parents was my main service, I donated over $20,000 in gift certificates to pet charity fundraisers, such as San Diego Humane Society’s Fur Ball.
  • I’ve photographed hundreds of adoptable dogs for Aussie Rescue San Diego & Friends.
  • I’ve donated my design services to Aussie Rescue including creating print marketing materials and creating their website.
  • I photographed adoptable pets for CoronadoCARES and volunteered with their cat socialization program for a year.
  • I am a member of HeArts Speak, a fabulous organization of artists helping animals.

What People Are Saying About Their Experience Hiring Fetchlight:

 

Pet businesses:

“Jen comes highly recommended to help pet-related businesses as she has helped me. She has been working with me for over a year assisting with media and marketing for my business, including improving my website both in appearance and functionality, helping with social media, occasional email newsletter marketing, editing my in-progress book and articles for publications as well as blogs, letter writing, and more. Her writing and editing skills are exceptional. She is knowledgeable about the local pet industry and general business/entrepreneur acumen. Her work ethic, efficiency, and problem solving skills are impressive as well as her amiable disposition make “Jen a gem” as an employee! I look forward to continuing to work with her part time. Feel free to contact me personally should you wish.” – Linda Michaels, M.A., Psychology, Del Mar Dog Training

Pet parents:

“Our experience with Fetchlight was just that, an experience of joy, laughter and special quality time with our Belle. Jen made our time during the photo shoot very memorable but more importantly, the photos themselves are, of course, timeless. The Fetchlight photo shoot and portrait of our sweet Airedale was a Christmas gift for my 13 year old daughter and both my daughter and I agree that this was the best gift that was given or received yet!” – Elizabeth

 

 

 

 

 

 

 

“I hope everyone who reads this will RUN to make an appointment with Jen Bergren of Fetchlight. The photos she took of my two dogs bring a smile to my face first thing every single morning. The pictures not only what the pups look like, she captured their personalities perfectly as well. She saw through her camera’s eye Sydney’s soul sweetness and Suki’s fierce determination and has saved those looks forever for me. Jen provided many photos and suggested layouts. It was sooooo hard to choose between them as they all were wonderful. And, her pre-photo session was invaluable as it allowed her to get to know my dogs, and figure out what treats and squeaks would turn them into little hams in front of the camera. Don’t wait another minute to have your pets forever, not just in your heart but in wonderful photographs as well.” – Sharon

 

“I worked with Jen long-distance to arrange a photo shoot as a gift to my daughter. Jen responded to me quickly with information and answered all of my questions immediately. The photos were much more than I had imagined. She took photos in several locations and worked patiently with the pets to get beautiful pictures that capture the pet’s personalities. Her pictures give you proof that your furry friend is the most magnificent creature to grace the planet.” – Sue

 

 

 

 

 

Have you had a great experience with Fetchlight? Please tell me about it on Yelp or send me an email, I’d love to share it!


Fetchlight’s manifesto:

San Diego pet photographer manifesto for Fetchlight Pet Lifestyle Photography


Press, Awards, Achievements:

  • 2016 Fetchlight Party a Fundraising Success
  • san diego cat photographer editiorial cat photography marmalade modern cat californiaModern Cat magazine cover photo Summer 2015
  • Pound for Pound book cover by Shannon Kopp, published by HarperCollins 2015
  • Press coverage of 2015 Fetchlight Party
  • Featured multiple times on Pretty Fluffy
  • Interview on Choosing a Pet Photographer
  • San Diego A List BEST Pet Photography Top 3 for two years the list existed
  • Featured in Best Friends Animal Society magazine
  • Featured on Hair of the Dog
  • Featured in Paws for Charity books
  • Member of HeARTS Speak
  • Member of working with dog
  • Graduate of Pet Photography Profit 3 month Bootcamp
  • Attended Passport Pet Photography 3 day workshop
  • UCSD certificate degree in photography

Thanks to Colleen’s Custom Pet Photo, and Bellie Road Photography for the lovely photos of myself (and Tawny)!

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