Venture I · A Krafft company
The software Krafft will run on. Every photograph we make, held on Watermark’s servers, shown beautifully, protected, tracked, and licensed in a tap, with payment built in.In development
Hover or tap the photograph. The faint K is the button.An illustration of the experience
Krafft makes the work. Watermark keeps it, protects it and earns from it.
A photograph is usually worth the most at the moment it leaves the photographer’s hands, and it is also the moment they lose track of it. Files get saved, reposted and reused with no credit and no fee. Licensing still runs through email threads and invoices.
Watermark puts the whole life of an image in one place. The original stays on our servers. What the world sees is a protected, credited copy that knows where it came from, and anyone who wants to use it properly can do so in a few seconds.
Make the image maker honoured, so the person thinks to donate and not steal. Just like at a museum.
Will Fullerton
We are not trying to make theft impossible. We want less of it, and we think design does that better than locks do. When an image is presented with care, credited clearly and easy to license, most people choose to do the right thing. Nobody is searched at the door of a museum; the room, the light and the label do the work.
A Watermark image will be able to live on any site, article or deck. It arrives with its credit and its license button attached, and every view is counted.
<watermark-image id="krafft/louvre-stair" />
On every Krafft photograph there is a faint K in the corner. It is quiet on purpose: a mark of authorship, not a logo. Press it and the photograph opens up: who made it, where, and how to license it, order a print or embed it with credit.
Krafft is Watermark’s first customer. Krafft Studios, the magazine and the archive behind it all run on it first, and prove it, before it opens to other photographers.
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