An opportunity to flex creative muscles came along when an experiential stationer inquired for brand photography. She wanted to bring to life something more specific to her brand than my usual light and bright style. While I love my clean, true-to-life brand photography style, aligning with the client's brand is more important.
Enter Elizabeth, the creative behind Betsy Hyers Design. Elizabeth is preparing to launch her experiential design service. In preparing, Elizabeth sought out brand photography so that she would have a library of on brand images to support her new website and content marketing efforts.
While she is based in the Washington, D.C. area, Elizabeth will serve clients who desire superior event branding for their weddings and formal events regardless of location. Every detail is considered in her multi-sensory designs and cohesive event branding matters. Elizabeth curates designs that flow through stationery, place cards, elaborate seating charts, all the way through guest gifts.
As we prepared, a few themes came through in the planning call and while discussing the inspiration board. Luxury was top-of-mind.
Creating luxury brand photos may elicit a vision of abundance and high-end details. And in a perfect world we would create over the top branding productions with every detail imaginable, sparing no expense.
This is the real world and intentionality took the place of extravagant.
During our time together, Elizabeth and I focused on three strategies to create personal branding photos evoking luxury and upscale service.
Brand Photography Strategy: Minimalism Utilizing Intentional Details
Minimalism speaks volumes. Yes, it seems like a counterintuitive concept, however, minimalism says to the viewer 'focus only on this'. The key detail is making sure what you draw the viewer's attention to is relevant to your brand messaging.
Elizabeth focused on the high-end details her ideal client would value - refined items like lush florals, a glass of champagne in a classic coupe, ornate frames with family heirloom photos. Incorporating her services was shown through highlighting her best designs - a wooden typewriter place card holder, the texture in the ribbon holding stationery together, a golden embossed leather invitation suite.
Focusing on intentional details achieves brand photography objectives such as illustrating ideal client values, communicating brand messaging, and developing content to fulfill marketing needs in the future.
Brand Photo Strategy: Posing and Composition
Posing and image composition is a powerful tool for personal brand photography. No monetary investment is required yet the value-add to your image library is substantial.
For our session together, Elizabeth and I wanted to combine the sense of confidence while being laid back. Balancing closed-off body language, with informal sitting on the ground achieved this objective.
Additionally, utilizing negative space and image composition elevated these branding photos. Negative space not only allows room for future design elements, it draws the eye to very specific details (hello, intentionality in props).
Brand Photo Strategy: Evoking Emotions
Subtly in emotions gave these brand images a strong advantage. Usually we want to evoke the emotions you'd like your ideal client to feel when working with you. However, when you provide a high-end service where the client does not need to be involved, emotions should be toned down to simply state 'I assure you, you'll be pleased with the result'.
You'll see in the photos above, Elizabeth rarely makes eye contact with the camera. The purpose: give the feeling of confidence. Smiles were simple, reserved for satisfaction in her product and the warmth she felt with her family. When she does look at the camera, she evokes positivity and professionalism.
Luxury Inspired Personal Brand Photography
This session will go down as one of my favorites. Elizabeth's attention to detail, curation of her brand's style, and ability to evoke grandeur through minimalism was top-notch. Surely a reflection of her level of service and expertise in design.
To begin your brand photography experience, please inquire. We'll set up a discussion to review your vision and how to bring it to fruition.
About the Brand Featured in this Post: Betsy Hyers Design
Betsy Hyers Design is an experiential design service creating stationery, event branding, and gifting. They curate a truly unique sensory experience for your guests, leaving a lasting impression.
Connect with Betsy Hyers Design:
About Northern Virginia Brand Photographer, Emily Marcella
Emily Marcella is a Northern Virginia Personal Branding Photographer with the goal to help women show up in their marketing and stand out to their ideal client. Brand photography allows you, a creative entrepreneur, to create intentional marketing imagery that builds a connection with your audience before a conversation ever begins. Together, we plan strategically, shoot creatively, so that you can market intentionally.
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