In 2005, ON1 was born with a bold but simple idea: photography software should be created for photographers — not just for designers or software professionals.

At the time, founder Craig Keudell saw an opportunity. Tools originally built as Photoshop plug-ins for graphic designers were becoming less essential as designers became more proficient with editing software. But photographers? Many were still new to digital workflows and didn’t want to spend their creative time buried in menus and layers.

“Photographers have always been focused on capturing great moments — not becoming software experts,” Craig explains. “That’s where we saw a chance to help by making tools that worked the way photographers think. We saw a huge opportunity to tailor those tools for this growing photography market.”

That insight became the foundation of ON1.

Original ON1 Logo

Starting Small, Thinking Big

In those early days, ON1 (then called onOne Software) launched a suite of powerful tools like Genuine Fractals, PhotoFrame, Intellihance, and pxl SmartScale.

“Getting everything off the ground was hard. There was no cloud, no remote work. We built and maintained our own servers, databases — all of it,” Craig recalls. “We focused on one order at a time. Eventually, that turned into real momentum.”

The company’s first significant break came when Shutterbug Magazine featured Genuine Fractals on its cover. From that moment, things really took off.

Genuine Fractals 4.1

But ON1 wasn’t just built on product success. It was built on values — creating a company culture that prioritized employees and customers. As Craig puts it:

“We wanted to build a people-first company — one that prioritized our team and customers, not outside investors,” Craig says. “That mindset of taking care of each other has guided us every step of the way.”

That people-first mindset still defines ON1 today.

A Major Turning Point: The Suite Era

As ON1 grew, so did its ambitions. The company moved from plug-ins into a more unified editing experience, culminating in the launch of the Perfect Photo Suite.

“We gave the entire Suite away to everyone at a Photoshop roadshow,” remembers Dan Harlacher, VP of Product. “It was a $500+ product — and we just gave it away. That was a major moment for us. It put ON1 in front of a massive audience.”

The Suite combined powerful tools like masking, portrait retouching, resizing, and effects — all inside one package. And with each release, ON1 became more than just a collection of plug-ins. It was becoming a full-featured photo editor.

ON1 Plugin Suite 3

Built with Photographers — Literally

In 2016, ON1 took a bold step: launching the Photo RAW Project. It wasn’t just a new product — it was an invitation.

“We told our users, ‘You now have a voice in the future of raw photo editing,’ and we meant it,” says Dan. “We opened up our roadmap and started building directly with our community.”

The result was ON1 Photo RAW — a fast, flexible, non-destructive RAW editor with layers, effects, and AI tools built in. Since its launch, ON1 has released nearly 1,000 user-submitted ideas through the project.

“That level of engagement is something most software companies won’t match,” says Patrick Smith, Senior VP and GM. “But it only works if you’re truly listening — and we are. We’ve made community feedback part of our product development DNA.”

ON1 Photo RAW Project Image

Patrick emphasizes that it’s not just about features — it’s about solving real problems for real photographers.

“When we build, we’re not chasing trends. We’re asking: Will this make editing faster? Will it be less complicated and allow for more creativity? Will it help someone fall back in love with their photography? That’s the bar.”

Education That Empowers

As ON1’s software evolved, so did its approach to education. Dylan Kotecki, ON1’s lead educator, has taught thousands of users over the years.

“What I love most is that click moment — when something finally makes sense for someone,” he says. “You can see their confidence grow right in front of you.”

Dylan’s teaching has evolved in tandem with the software.

“It’s not just about how a tool works anymore. It’s about knowing when to use it, why it matters, and how it aligns with your vision. It’s about helping people feel like editors, not just button-pushers.”

One of his most impactful lessons? A deep dive into masking techniques — a topic many find intimidating but one that unlocks powerful creativity.

“The feedback was amazing. People realized masking isn’t just technical — it’s expressive. It’s how you fine-tune your story in a photo.”

And when asked what advice he gives new users?

“Click around. Try things. You can’t mess anything up in ON1 — everything’s non-destructive. Editing should feel like a creative playground, not a checklist.”

ON1 Plus Membership

A Culture of Connection

For Jonny Davenport, a longtime photographer, QA engineer, and support lead at ON1, the work is deeply personal.

“Photography is my life. It’s all I really know,” he says. “And every conversation I have with users — whether they’re brand new or seasoned pros — is a good day.”

Jonny’s experience in both film and digital helps him connect with users across generations. And that connection often becomes lasting.

“I’ve met people at trade shows, on the road, over support calls — and they’ve become friends. Whether it’s catching up with Frank Salas in Texas or chatting with a fellow film shooter, it all feels like one big community.”

He’s proud of how ON1 listens to users — not just in theory, but in practice.

“We’re a small team, so when I hear feedback, I bring it directly to Dan or the devs. Everyone’s always open. It’s how we improve.”

Patrick echoes that sentiment:

“One of the most unique things about ON1 is how connected our product, support, and engineering teams are. There are no silos here. If a customer shares an insight, it doesn’t just get filed — it gets a voice in the room.”

ON1 Employees

Looking Forward: The Next Chapter

So what’s next for ON1?

“We’re always balancing what’s new with what works,” Dan says. “That means faster workflows, smarter AI, and deeper mobile-to-desktop integration. But always with the same goal: helping photographers stay in control.”

To Craig, the core hasn’t changed.

“We’re still here for the same reason we started — to make great tools for photographers. And we’re just getting started.”

Patrick sums it up:

“20 years in software is rare. 20 years with a loyal, passionate community is even rarer. It’s a huge responsibility — and a privilege — to keep building for the people who got us here.”

Thank You

To every photographer who’s used ON1, shared feedback, submitted an idea, joined a webinar, tagged us in a photo, or told a friend about our software — thank you.

To our longtime users who’ve been with us since the early plug-in days — you’ve helped shape this company with your loyalty and insight. To our newer users just getting started — you’re the reason we keep pushing forward, refining every feature, and reimagining what photo editing can be.

“ON1 isn’t just a product or a company,” says Craig Keudell, “it’s a community built on trust, creativity, and the belief that photographers deserve tools that work the way they do.”

Our team may be small, but our mission is big — and it has never been more relevant than it is today.

Why the Future Is Bright

The photography world continues to evolve, and so do we. Cameras are getting better. Mobile workflows are becoming more critical. AI tools are changing what’s possible in post-production. Through it all, ON1 remains focused on giving photographers the freedom and flexibility they need without sacrificing creative control.

“At ON1, we stay grounded by focusing on what really matters — helping photographers overcome real challenges and stay inspired,” says Dan Harlacher. “That’s what keeps us grounded, and it’s what keeps us growing.”

We’re entering a new era of photography where speed, accessibility, and personal creativity are more crucial than ever. ON1 is ready for that moment — because our foundation is solid, our users are engaged, and our team is as passionate about photography as the people we build for.

Here’s to the Next 20

Whether you’re a landscape shooter chasing golden hour, a wedding pro working through thousands of images, or a hobbyist rediscovering your creative spark — ON1 is here for you.

From all of us at ON1:

Thank you for being part of this journey over the last 20 years.
Thank you for trusting us with your images.
Thank you for inspiring us every day.

We’re proud of what we’ve built. We’re even more excited about what’s ahead for our customers.

Here’s to the next 20 years — of innovation, creativity, and putting photographers first.

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