Photographing a New Brand: Brand Shoot with Sevy in Winter Park, Florida

I love working in the brand photography space. but there's something uniquely challenging yet exhilarating when working with a brand during launch.

Especially when the brand primarily exists only in someone's head at first. Sketches, samples, voice notes, packaging mockups, late-night brainstorm sessions, manufacturing timelines, changing launch dates, big picture vision, plus so much more goes into launching a brand.

I was reminded of just how much goes into brand launch during my recent shoot with Sevy in Winter Park, Florida.

Sevy is a new collection of sunwear bandanas that shield your chest and neck from the sun, but in the cutest way. Think tennis, skiing, boat days, outdoor lunches. They're designed to be worn with casual or cute outfits or maybe even a bikini. And they're made by my dear friend Mary Veronica Mullens, making this shoot even more fun.

And while I'd love to make this post all about Sevy itself, the founder behind the brand, and the success of the launch alone, today, I'm talking photographing a new brand. Because it's a tall task and one that I take very seriously!

Photographing a new brand requires a very different approach than stepping into an established company with years (or even months) of campaigns behind them.

As a photographer, you're helping define how the brand will be perceived for the very first time. And that carries a large responsibility with it!

Brand Photography for New Businesses Looks Different

One thing I've learned photographing emerging brands is that flexibility matters almost as much as creativity, espcially in the early stages.

If you've worked with product-based businesses before, you already know how many moving pieces exist behind the scenes. And if you haven't, I'll name just a few:

• manufacturer delays

• packaging setbacks

• sample revisions

• inventory issues

• launch date shifts

• website timing

• shipping delays

• last-minute creative pivots

Things move. Constantly. And that's just normal!

I think sometimes photographers expect brand shoots to operate within the same predictability as a wedding timeline or a fully established campaign production schedule. But newer brands often require a little more fluidity and collaboration.

That doesn't mean boundaries disappear. It just means understanding that you're stepping into a business that's actively being built in real time. And you're about to help build it.

For Sevy, there was this shared understanding throughout the process that we were creating something foundational -- imagery that would introduce the brand to the world for the first time. So that certainly changes the way you approach the shoot!

Why First Brand Photos Matter So Much

The first visual content a brand releases becomes part of its identity almost immediately. It sets the stage and the tone for the brand, if you will.

It's seen before customers know the story. Before the understand the mission. Before they've even tried the product or really understand what it is. Before all of those things, the imagery is experienced first.

And especially online, those visuals shape nearly everything:

• perceived quality

• brand positioning

• emotional tone

• audience alignment

• professionalism

• trust

Photography becomes one of the first ways consumers decide:

1. Does this feel established?

2. Does this feel intentional?

3. Do I trust this brand?

That's why I think photographers have a bigger role in early-stage brand thatn we sometimes realize. You're not just creating a collection of beautiful photos. You're helping create visual language for a brand that has never been experienced before.

Preparing Clients for Their First Brand Shoot

One thing I've become more aware of over the years is that many new business owners have never done a professional brand photoshoot before.

The talent, vision, and product might be there. But being photographed (and prepared for a professional shoot) might be a new experience for your client. And in my opinion, it's our job to ensure they're best prepared.

What feels very expected for us can seem overwhelming for others. So part of my role becomes helping guide clients through a process that feels right for them but collaborative and conducive to the way I capture imagery. That can look like several things, here are just a few:

• helping refine wardrobe direction

• talking through visual references

• moodboarding

• choosing locations

• discussing how imagery will actually function on their website and social platforms

• helping them think through pacing and deliverables

• simplifying decisions when they're already juggling a million moving parts

Sometimes photographers underestimate how calming it can be for a client simple to feel led well and prepared. And some photographers offer this as an additional service, others include it in their packages. For freelance photographers, going the extra mile can be the difference between a yearly contract with the brand and this being the first and only shoot for that company.

Our clients are new founders carrying so much mental load behind the scenes. This is an easy way to provide added value.

Leading Well as a Photographer for the Sevy Brand Shoot

On that note -- I think one of the most underrated skills in photography is leadership. And I'm not talking the loud, controlling type. We certainly don't need to add another director to the shoots we attend.

I'm talking calm, thoughtful direction that is oftentimes really needed but sometimes missing. Here are a few ways I aim to do that in my shoots:

• creating structure without rigidity

• having a plan while leaving room for spontaneity AKA I have a plan in my back pocket ready to be used when needed, but I'm flexible to alter that plan as my client gives direction

• making clients feel supported -- if a shot feels off, speak up. Don't be afraid to offer valuable creative input when you feel it can better the shoot.

• guiding when needed -- if there's a pause or uncertainty about what comes next, this is where you come in!

• stepping back when needed

• understanding when to direct and when to observe -- because oftentimes, the brand founders just need a moment to think. Not another opinion to consider.

A lot of the best brand imagery comes from those in-the-moment shots that aren't on the shot list and we dream up right then and there. There has to be space for these things to happen and when you see the opportunity for one, you can't be afraid to speak up about it.

Following Well Matters Just as Much

Your client knows their product better than anyone else. We're creatives and we're professionals, but we're still stepping into their vision. And they've hired us to bring that vision to life, not our own.

Hopefully most of these questions are answered in advance, but if not, you should be careful to listen for cues that answer them during the shoot:

• What emotional tone are they trying to create?

• What brands are they inspired by?

• What kind of customer are they hoping to attract?

• What feeling do they want people to walk away with?

For Sevy, there was already such a clear emotional world surrounding the brand: sun, warmth, movement, ease, feminity, travel, friendship, softness.

My job was to help visually strengthen that. And if you don't feel like you've received a clear direction from your client, it's your job to ensure you get it.

Winter Park, Florida as the Backdrop

Winter Park is where MV calls home, and it was the perfect backdrop for the Sevy shoot becuase it naturally supported the tone of the brand.

The light is so good in Florida. Warm, textured, and with the right angle, perfectly nostalgic. It worked beautifully for the direction we wanted the imagery to take.

The environment felt relaxed but still elevated. And it paved the way for minimal styling. Let this be your takeaway: Location selection is one of the biggest pieces of successful brand photography, especially for lifestyle brands. It can mean the different of having to bring 1,000 styling props and pieces and not.

The location and therefore backdrop become part of the storytelling whether you intend them to or not, so choose wisely.

Creating Strong Brand Imagery

At the end of the day, I think the goal of strong brand photography is creating imagery that feels immersive. We're not just capturing product photos or content. But we're creating an entire world built solely for this brand. Something emotionally cohesive that people can immediately conenct with.

Because if you haven't already figured out, consumers are incredibly perceptive these days. People can tell when imagery feels disconnected from the actual heart of a brand or a founder.

Photographing Sevy reminded me how much trust exists in photographing a brand from the very beginning. There's responsibility in that, but also so much creativity.

If you're booked for a new brand shoot or wanting to get into the space, you can book a consultation session through my office hours. And if you're a brand needing imagery, I'd love to connect!