Branding Photography for an Esthetician in Portland
April 16, 2024
Establishing a personal brand is crucial for any small business owner, especially in a city like Portland where there are so many creative businesses. For estheticians like Kate, owner of Smarter Skin by Kate, creating a compelling brand identity was not just about showcasing her expertise in skincare but also fitting into the context of Portland’s unique culture. This is where branding photography plays a pivotal role in shaping her online narrative and connecting with her target audience.
We started our branding photography conversation with a phone consultation where I learned about her business, her values, her branding esthetic, and what types of images she was hoping to create. There is no one-size-fits-all approach to a branding photoshoot, and that's really why getting as much information up front is so important for creating successful images.
After the consultation, she sent me a handful of inspiration images, and that allowed me to do some further research and then create a mood board that would be our visual map of the shoot.
Interior Photos of the Studio Space
Located in Northwest Portland, Smarter Skin by Kate operates out of a cozy space that complements Kate’s approach to skincare. Nestled within the same building as the business Massage Hodgepodge, the location is not only convenient but also provides a sense of wellness and relaxation from the moment I stepped into the building as I was bringing in my gear. The neighborhood itself adds to the charm, situated on the same block as Ken's Artisan Bakery and Infinite Salon, creating a vibrant atmosphere buzzing with creativity. And did I mention the bread part?—that was very convenient for a snack after the photoshoot.
The space itself is a fully-realized vision of Kate’s commitment to providing a welcoming and rejuvenating environment for her clients. With its cheerful interior and high ceilings, stepping into her space feels very calming. The beautifully curated space features original art on the walls, creating a serene and very Portland backdrop that invites clients to unwind and indulge in a moment of self-care. And it was time to get to work conveying all these elements within her branding images.
Our photoshoot mood board had plenty of examples of bright and cheerful spaces with tons of warm sunlight streaming into the windows. But on the day of the branding shoot it was a dreary, rainy January day with about 5 total hours of cloud-covered Portland light. What do we do, reschedule the shoot for May, LOL?
Here's what the January light was looking like after I turned the room lights off:
Instead, I decided to create my own sunshine for the shoot! I placed a flash outside of the building on a tall stand and aimed it right into the space.
The light brightened up everything to create the mood I was looking for. I added one more light to balance out the shadows, and we were good to go!
Personal Branding Portraits and Headshots
One of the key components of any branding photoshoot for an esthetician (or any business) is environmental portraits and headshots. These photos serve as the face of the brand, conveying professionalism and approachability. For Kate, she mentioned in the consultation call that is was essential that her headshots convey this warmth and expertise, helping to put her clients at ease and instilling confidence in her services.
How is this for confidence? She did great in front of the camera! I really was drawn to the arched mirror in the space, so I used it as a compositional element in her branding portraits. I had plenty of photos from this part of the branding photoshoot to choose from in the edit.
Esthetician Client Experience Photos
Equally important in esthetician branding photography is actually showing the process of providing skincare treatments. We visualized the process of a client consultation with Kate, followed by an actual skincare procedure. This part of the photoshoot was a lot of fun to photograph!
Interior Detail Shots
In the remaining 30 minutes of the shoot, I took as many detail photos as I could. There are so many cool little elements in her space, and I wanted to create some photos that had a tactile feel to them.
I love that peacock feather bouquet. Here's a couple more detail shots I found interesting:
Conclusion
A branding photoshoot isn’t just about the end result. It’s about the experience too. While it's not everyone's cup of tea to be in front of the camera, I really got a sense that as the photoshoot progressed, everyone was having a ton of fun. We all had big smiles on our faces by the end of the photoshoot because we knew we got some really cool images that would work great for her brand. By investing in photography that authentically captures her personality, values, and expertise, Kate gets her new business Smarter Skin by Kate off to a great start. It's a business that embodies the creative spirit of Portland and I'm sure will resonate with clients.
-Chris
Kate's business Smarter Skin By Kate is located at 325 NW 21st Ave, Portland, OR.