Photographing LAKE Pajamas in Savannah, Georgia | The Power of Editorial Brand Photography

As many people know, I'm from Savannah, Georgia and I moved back a few years ago when I really started to focus full-time on photography. I was a little hesitant moving from Atlanta. It's a bigger city, so, naturally, there are more opportunities, more headquarters, more potential for clients. I was worried I was lose some momentum and I had planned to travel to and fro much more than I do.

Savannah is really earning herself a spot on the map. Our food scene is really improving, and our creative scene is taking off in my opinion. I feel honored that LAKE Pajamas calls our city home as far as their headquarters goes. And I've been fortunate enough to work with them and provide brand photography on a few separate occasions.

They recently launched their new daywear collection, and I had the opportunity to shoot the new launch's imagery right here in downtown Savannah. Of course, the LAKE team is full of wise creatives who have a wonderful eye for design. This shoot felt a little editorial which leans more my style. The pieces are to die for. If you haven't checked them out, you can do so on the LAKE website.

And you can see the full shoot here.

Savannah as the Backdrop for LAKE Pajamas Brand Photography

The photos don't necessarily identify Savannah as the location of choice, but the city's details certainly shine through. We have an abundance of rich architecture, European-leaning details, and great green spaces that offer a perfect backdrop for photoshoots like these.

For a brand like LAKE whose entire aesthetic exudes understated luxury and effortless living, downtown Savannah is a no brainer. It perfectly complements that feeling without overpowering or distracting from the pieces themselves.

We have a variety of backdrops within a quick walk of each other too. A few shots were taken at a local cafe, Franklins. Others were taken in front of a residential property off of Forsyth Park. Others on a natural wood park bench with iron detailing.

The 'props' if you will all become part of the visual narrative - easy living, feminine luxury, outdoor whimsy. I love when I get to work with brands in Savannah because I know it so well, I can oftentimes pair focal points with just the right backgrounds while keeping things versatile and moving quickly.

The Shift Toward Editorial Brand Photography

Over the last several years, I've watched more brands move away from traditional product-focused imagery and toward something more immersive.

Consumers want to see themselves in the story. They want to feel like they're adopting a lifestyle, not simply purchasing a product. There's a desire for context, emotion, atmosphere. And that can't be found in product imagery alone. You need an editorial lens to bring these pieces into play.

Instead of creating images that simply document a collection, editorial photography helps establish a mood and identity. It creates consistency across a website, social media, email marketing, advertising campaigns, and future launches.

And for apparel brands in particular, the strongest images often feel less like advertisements and more like micro moments. You have to consider inviting the consumer into your own brand world. LAKE Pajamas' brand photography does just that.

I recently shot a brand launch for Sevy in Florida, and it provides another good example of editorial brand photography. You can see that work here.

Creating Imagery that Feels Like the Brand

One of the questions I ask myself before every commercial shoots is 'What makes this brand different?'

Not from a marketing perspective necessarily, but from a human perspective. How does one feel when interacting with the brand? What qualities are they known for? What details should be emphasized?

For LAKE, the answer wasn't dramatic styling or elaborate production. The whole LAKE world is about effortless living. Cotton fabrics, easy throw-on pieces that pull you together in an instant. I'm not just hired for my photography but for my adaptabiltiy in really understand what this brand is about.

Having this understanding informs every creative decision I make throughout the shoot. It allows me to think of locations on the spot, encourage specific movements, and capture certain lights.

I think that's often the difference between a good and great photographer. Anyone can be handed a shot list, but to really nail a brand shoot, you need to fully understand the mission and capture the feeling that consumers are after.

Why Strong Brand Photography is About More than Content

The word 'content' gets tossed around a lot in marketing conversations. And while brands most certainly need content, I think that laungauge sometimes minimizes the role a photographer actually plays.

Imagery isn't simply to fill a website, it's often a first impression for consumers. Before someone reads a headline or understands a brand's story. They're making decisions based on visuals.

This shoot didn't include models. We were showing the new pieces in places they could be worn. At a cafe, styled with an iced coffee and a crossword puzzle. Draped over a park bench with an easy rattan tote. Stacked on a historic railing with sunglasses and sandals ready to go.

The lack of models adds a challenge for photographers. How do we evoke feelings through imagery without anyone included? We have to show the product, the atmosphere and the consumer has to be able to put themselves in the blank spot. But you have to leave room for them to do that!

Natural Light and Simplicity

One thing I always return to in my work is the art of simplicity.

Some might say it's the easy way out, but I think it can actually be harder to work this way sometimes.

Minimal props and no models. Just product and the surrounding city of Savannah. Why? Because it allows the subject AKA the product, to breathe!

For this shoot, natural light became an important part of the visual language. The softness helped emphasize texture and the relaxed sophistication that defines the collection.

I love, too, that the colorful pieces were contrasted against earthy historic tones. It really allowed the collection to speak for itself and make a pop through the imagery.

I also have found that natural light creates a level of honesty that feels especially effective for lifestyle and fashion brands. The fabric feels tactile and when models are included, their skin appears honest. That authenticity matters so much for these shoots and the way consumers perceive them.

Again, viewers have to picture themselves as part of the story, and when it's overly done, there's no way for real people to do that.

The Relationship Between Photography and Brand Identity

Every brand is building a visual identity whether they're intentional about it or not. The question is whether that identity is reinforcing the story they want to tell.

Photography is one of the most powerful tools brands have to shape perception. It influences how customers view quality and how they connect emotionally with a product.

Photography quickly becomes more than a marketing asset, it becomes part of the brand itself.

LAKE Pajamas does a phenomenal job of this across all of their marketing platforms. They always exude that same effortless feel. And for this shoot, I was constantly reminding myself that these images weren't just documenting a collection launch. They were contributing to a larger visual story that customers will continue interacting with long after the campaign is released.

And that leads me to a note for brands - If you're investing in these brand shoots but continuing to post average photos on social media, rethink your strategy. While not every message requires a professional shot, all of your imagery should be telling the same story.

Looking Beyond the Product

One of my favorite parts of photographing brands is helping create imagery that feels lasting rather than trend-driven or dependent on a certain aesthetic. Great brands have their own identity and aesthetic that's ideally used for all imagery, both professional and not.

And thankfully, LAKE Pajamas, has that brand identity established firmly. Which makes my job easy to come in and tell that story. It's already written, I just have to capture it.

And this provides a good lesson for photogrpahers - Brand shoots aren't a time put your stamp on something or create something startling. It's your opportunity to come alongisde a brand as their creative partner and tell their story through visual imagery.

If you're a brand looking for photography or a fellow photographer wanting guidance, I'm always open to inquiries. You can reach out here!