From Vision Board to Viral Shoots and Chasing Creative Purpose with SEO Success.

Photography for me has always been more than just creating pretty pictures. It’sabout capturing the soul of a brand, the energy of a product and the essence of the people behind them.

This year, I set an ambitious goal, to double my paid product shoots from last year. I aimed for 8 and I’m almost there. Each shoot has been a learning journey, pushing me creatively and technically and deepening my understanding of how visual storytelling can impact a brand’s presence online.

Laying out the vision, from branding boards to big-picture dreams. Every shoot starts with intention.

Vision boards & goals, the power of intention.

Inspired by Dr Tara Swart, I’ve been working with a physical action (or vision) board, 18 sheets of goals, dreams and milestones, pinned in my bedroom. It’s a daily reminder to stay focused, to celebrate progress and to trust the process even when it feels slow.

Networking has also been key. Some shoots came from friends, others from connections I nurtured. I still feel a little like I’m “cheating” because it hasn’t always been a perfectly planned business strategy but these paid projects are proof I’m capable and ready for more.

Behind the lens on the Mountain Warehouse campaign, capturing everyday moments with heart and hustle.

Meaningful shoots that shaped my year

This year, I’ve had the privilege of working on a diverse range of projects that have pushed me creatively and professionally. The fast-paced Mountain Warehouse campaigns were a real test of endurance and technical skill, they taught me the importance of having robust tech and streamlined workflows to handle quick turnarounds and large volumes of images, all while keeping the brand’s heart front and center.

In contrast, the Naturtint shoots gave me space to slow down and fully relax into creativity, building a deeper connection with a brand I truly admire. These projects have allowed me to create imagery that felt aligned with the brand’s energy and message.

Personal branding work with healers and coaches like Sarah Grainger and Eleanor Ross have been especially fulfilling. These sessions went beyond simply capturing photos, they were about holding a safe, authentic space where clients could express their essence visually and feel empowered by their own stories.

I also loved the playful, pressure-free creative days I’ve been having with Chris, founder of The Freelancer’s Tearoom. These collaborations remind me of the joy and freedom that fuels my creative process, helping me tap into my inner child and experiment without expectations.

One of the standout moments this year so far has been creating a viral video for a colleague with Down syndrome. This project marked an exciting milestone in my growing videography work and reinforced the power of authenticity and purpose in storytelling. The response was humbling and inspiring and it’s opened up new creative opportunities for me.

Each of these experiences has helped me weave together the soulful and practical sides of my work, blending storytelling, technical skill and strategic execution and I’m excited to continue evolving in this space.

A quiet moment from a story that moved thousands, Eve’s light shone through and took our message viral.

Infusing soul & strategy into product photography

My approach is grounded in calm and connection. Before every shoot, I tune in, grounding myself, organising every detail meticulously and ensuring the client’s vision is crystal clear through an insight guide I create together.

I believe bad briefs kill creativity, so I give myself and clients space to get the messaging right before pressing the shutter. This blend of soul and strategy ensures the images are authentic but also tailored to the brand’s needs and audience.

SEO and online presence: a new frontier

I’m still learning about how product photography and videography can amplify a brand’s online visibility through SEO. While I don’t yet advise clients on image SEO, I see how important it is for grabbing attention and standing out in crowded digital spaces.

Optimising images with proper file names, alt text and fast loading times is on my radar for the future. I want to deepen my knowledge here because great visuals deserve to be found, not just admired.

Looking ahead: blending creativity with business growth

My next steps this year include expanding my videography projects and developing a lead generation strategy beyond social media, focusing more on LinkedIn, email marketing and networking opportunities. I’m embracing the uncertainty, trusting that every shoot, connection and creative risk will bring me closer to a place where I feel creatively fulfilled, strategically savvy and truly aligned with my purpose.

Wild, free, and purpose-led, this brand shoot was play and purpose all in one frame.

Balancing creativity and connection

What I’ve come to cherish most is finding the balance between the practical demands of product shoots, tight deadlines, client briefs, and quick turnarounds and a grounded, calm approach that honours each project’s unique soul. For example, on the Superdrug shoot with kids, I had to think quickly and adapt constantly, while on branding sessions with wellness practitioners, it was all about creating safe, nurturing environments that foster trust and vulnerability.

This blend of precision and presence now defines my style, every technical detail supports the bigger story and every image or frame carries a little bit of magic.

An invitation

To brands, creatives, and marketers alike, product photography is more than just visuals. It’s story, soul and strategy, all wrapped in light and shadow.

If you’re ready to bring your brand’s essence to life with images that resonate deeply and perform online, let’s connect!