About us
TruLens organizes and executes multi-location visuals at scale. We don’t operate like a traditional creative agency, nor are we a marketplace of freelance photographers.
We’re a centralized visuals system for companies with many locations, large portfolios, and ongoing imagery needs. Brands partner with us who want a single point of contact, consistent output, and a process that reliably works — time and time again.
Photos, aerials, video, 3D models, & more — we eliminate the friction around multi-location visuals.
Most visual workflows break down as companies grow. More locations means more emails, points of contact, and scheduling conflicts.
Marketing directors end up coordinating dozens of local photographers across markets — training them, aligning expectations, managing edits, and hoping everything stays on brand.
That model doesn’t scale.
TruLens was built to replace it.
We standardize visual guidelines upfront, design a unified rollout plan, coordinate directly with on-site stakeholders, and execute consistently across every market. Whether it’s thirty locations or three hundred, we deliver uniform quality to your entire portfolio.
OUR Founders
COLE RHODES
Cole Rhodes is the co-founder and CEO of Desert Lens, Denver Lens, and TruLens.
Studied at Northern Arizona University, where he earned a Bachelor’s in Public Relations and Aerospace. He took a non-traditional path, first exploring a career in special operations before pivoting toward aviation and later entrepreneurship. He built his career by learning through execution rather than theory. When the pandemic disrupted the aviation industry, he turned a side business in real estate photography into what is now a multi-brand platform expanding into software.
Today, Cole focuses on vision, big-picture strategy, brand refinement, and sales, guiding the direction of the companies and deciding where they go next. Outside of work, he enjoys mountain biking, endurance training, travel, and surfing, training year round for a few weeks in the water each winter.
ETHAN MAURICE
Ethan Maurice is the co-founder and CTO of Desert Lens, Denver Lens, and TruLens.
A blend of creative and entrepreneurial spirit, he cares deeply about building companies that are both profitable and principled — where quality, systems, and healthy relationships drive growth. After successfully co-founding Desert Lens in 2019 and Denver Lens in 2021 (both major real estate photography companies in their markets today), he brings a craftsmen’s eye, broad experience, and dedicated approach to TruLens.
Multi-faceted, Ethan has a Bachelor’s in Biomedical Science, private pilot’s license, has pedaled a bicycle across the United States, resurrected a lodge and bar next to Yellowstone that Hemingway once frequented, and writes about deliberate living online.
