In 2017 I created my first proper logo and colour palette.

At the time, I was photographing families and newborns exclusively. Soft tones, natural light, gentle, lifestyle-led work. And that branding served me well. It held me through years of loyal clients, growing confidence and building a reputation here in Chesterfield.

But I’ve evolved.

Over the past few years my work balance has shifted dramatically. Personal branding, brand strategy, commercial work, luxury spaces, long-term partnerships. The tone of my work has deepened. The conversations I’m having with clients are different. The level of clarity required is different.

It was time for a rebrand that reflected where I am now.

Brighter. Bolder. More defined.
Still calm. Still considered. Still me.

And still the same thoughtful service you know and trust.

THE PROCESS: NOT JUST A NEW LOGO

This wasn’t a quick refresh.

I worked alongside brand strategist Nina Mace and WordPress web designer Andy Dane to build something considered and layered. 

We looked at:

• Who I work with now
• Who I want more of
• What my work actually communicates (not just what I say it does)
• The brands I admire and why
• Gaps in the local market

I also drew on my years of working with brands before becoming a photographer. I understand how positioning works. I understand consistency. I understand that good branding isn’t decoration, it’s alignment.

We analysed tone, typography, competitor positioning, emotional response. 

THE DEVELOPMENT: COVERING ALL BASIS IN PERSONAL BRANDING

Everything had to carry through:

• Website
• Instagram
• LinkedIn
• Facebook
• Email newsletters
• Brochures
• Client guides

The result feels stronger. More assured. More structured. It reflects the level of business I’m operating at now and the level my clients are operating at too.

STYLING MY OWN SHOOT: AND WHY THIS MATTERS TO YOU

One of the most interesting parts of the rebrand was planning my own brand shoot.

If your photos are part of your brand (and they are), they need to sit comfortably inside your visual world.

For the first time I treated my own shoot exactly as I would a client’s.

Step 1: Mood board

I pulled together:

• My new colour palette
• Textures and tones
• Lighting references
• Outfit ideas
• Background options

I looked at how the colours would sit against my website background. I considered contrast. I avoided anything that clashed or distracted.

This is what I encourage my clients to do, even loosely. A simple Pinterest board can make a huge difference.

Step 2: Outfit planning

I chose outfits that:

• Sat within my new palette
• Felt elevated but comfortable
• Reflected how I actually show up to work
• Could mix and layer for variety

I made sure everything worked together, not as separate statements.

If you’re planning a shoot, lay everything out on your bed or floor and photograph it from above. You’ll instantly see whether it feels cohesive.

Step 3: The final images

The final images feel aligned with the website. With my social posts. With the tone of my copy.

Nothing feels accidental.

And that’s the point.

The final images feel aligned with the website. With my social posts. With the tone of my copy. Nothing feels accidental. And that’s the point.

Why this matters for your shoot

When clients tell me, “I just don’t know what to wear,” what they often mean is, “I’m not sure how I want to be seen.”

Your outfits are not about trends. They’re about coherence.

Ask yourself:

• Does this reflect how I want to show up?
• Does this fit with my website colours?
• Would this sit comfortably on my homepage?
• Does this feel like me on a good, confident day?

If your brand feels soft and muted, bright red might jar.
If your brand feels bold and graphic, very floaty neutrals might disappear.

There’s no right answer. Only alignment.

The good news is that I’m here to help you with that, if you need me.

STEPPING INTO THE NEXT PHASE: I’M GOING LIVE!

I’m genuinely proud of how this has come together. It has been bloody hard work. There’s the visible part. The colours, the logo, the website.

And then there’s the invisible part. The questioning, refining, rewriting, rethinking. Letting go of what worked before. Being honest about where the business is now. Deciding what stays. Deciding what moves forward.

This new brand feels established. Clear. More assured.

It reflects the shift in my work — towards thoughtful brand storytelling, and businesses who care deeply about how they are seen. It feels stronger.

Most of all, it feels aligned.

If you’re considering your own rebrand or planning a shoot, I won’t pretend it’s quick or effortless. It takes thought. It takes energy. It takes decisions. But when everything clicks into place it changes how you show up.

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