02/06/2026
I think people often assume a branding shoot is simply a photographer turning up with a camera and taking beautiful photos. But honestly, there’s so much more happening behind the scenes.
During every shoot, Abi is everywhere at once. She’s adjusting outfits, moving props, checking colours, directing poses, spotting details most people (including me) would miss, and making sure everything feels natural and aligned.
As our art director, she isn’t just thinking about how an image looks, but how it feels. The story it tells. The personality behind the brand. The emotions someone feels when they land on a website, open an email or scroll past an image.
While I’m focused on capturing the image, she’s focused on shaping it.
One tiny adjustment can completely change a photograph. A sleeve rolled up, a product moved slightly, a subtle shift in posture. Small details that, together, create images that feel intentional, authentic and unmistakably you.
One of my favourite parts of every shoot is watching someone try to describe an idea they’ve carried for months, then seeing Abi bring that vision to life. It’s the difference between photos that simply look good and visuals that genuinely communicate who you are and what your brand stands for.
Creative direction is often invisible when it’s done well. People see the final photographs, but not the hundreds of decisions that shaped them.
But I can tell you this: the results would never be the same without it. Because branding photography isn’t really about taking photos. It’s about creating visuals that communicate who you are before you’ve said a single word.
That’s why creative direction isn’t optional. The magic happens because each of us gets to operate in our strengths, and our clients benefit from that every single time. ✨