Summer came to me looking for branding photos for her business, Heal With Summer, a Virtual Wellness Clinic. The photos are for her website, social media, business cards, and any future printed marketing materials. When she filled out her Story Session Questionnaire, she told me that some of the words she wanted to associate with her business are:
- Friendly
- Approachable
- Healthy
- Holistic
- Fun
- Happy
Summer’s target audience is women ages 20 – 45 who are looking for answers to their frustrating health symptoms. They’re looking for someone young, intelligent, understanding, compassionate and open-minded to guide them back to better health through nutrition and functional lab testing.
Summer also told me that her brand fits with the following brand archetypes:
- The Jester (fun loving, playful, optimistic)
- The Everyman (friendly, humble, authentic)
- The Caregiver (caring, warm, reassuring)
So we set out to design a photo session from there, starting with a mood board based on her brand colors and a few inspiration photos from my past sessions:
Once we had the mood board, we put together a list of props and outfits:
- Outfits in brand colors and light/bright to portray the brand vibe (e.g. white tops)
- Food/fruit to show in the kitchen
- Laptop
- Plants (already at the studio)
- A favorite coffee mug (Summer mentioned that coffee is something she has in common with her target audience)
- Summer dog, Zu (along with a helper to bring Zu along and take him home after he was done)
This was a quick session—we got a ton of great new branding images in less than an hour for Summer to elevate her brand to the next level
