Behind the Scenes: How We Created a Complete Visual Brand Story in One Afternoon
“Working with Jocelyn was so awesome. Her work speaks for itself.” – Mackenzie Nelson, Artist
When Mackenzie Nelson reached out about a branding photoshoot for her art business, I knew we had something special ahead of us. As an oil painter who creates beautiful, soul-stirring artwork, Mackenzie needed photos that would capture not just her finished pieces, but the heart and process behind her work.
What started as a potential challenge turned into one of my favorite shoots of the year. Here’s how we transformed a tricky studio situation into a complete visual brand story in just one afternoon.
The Challenge: When Your Studio Isn’t Camera-Ready
Mackenzie was refreshingly honest about her situation: “I don’t have a great studio for photography, unfortunately. It’s probably the Achilles heel in my business right now.”
This is something I hear from creative entrepreneurs all the time. You’re so focused on perfecting your craft that creating an Instagram-worthy workspace falls to the bottom of the priority list. And honestly? That’s exactly how it should be.
But here’s the thing about branding photography – it’s not about having the perfect space. It’s about telling your authentic story in the most beautiful way possible.
The Solution: Finding the Perfect Blank Canvas
Instead of trying to force her less-than-ideal studio to work, we pivoted. “Thankfully, Utah has some awesome natural light photography studios,” Mackenzie noted, and we found the perfect solution in Salt Lake Valley.
The studio we chose had:
- Gorgeous big windows for that coveted natural light
- Bright, neutral walls that wouldn’t compete with her artwork
- Flexible space to create multiple setups
- The perfect blank canvas for us to bring Mackenzie’s brand to life
Creating the Magic: Process Over Perfection
One of the most beautiful aspects of Mackenzie’s brand story is her genuine love for the artistic process. As she shared, “Mixing oils before a paint session is one of my favorite parts of the process.”
We captured this by:
Setting Up a Mock Painting Station
We recreated her workspace with all her supplies, paints on the palette, and everything she needed to demonstrate her process authentically.
Focusing on the Therapeutic Moments
“Mix some paints. Have some fun because it’s extremely therapeutic,” Mackenzie explained. We captured those quiet, meditative moments that show the soul behind the art.
Highlighting the Sensory Experience
The way Mackenzie talks about oil paint – “I love oil paint so much because it’s so creamy and smooth” – we made sure to capture the texture, the mixing, the pure joy she finds in her medium.
The Power of Natural Light
One thing that struck me about Mackenzie was her deep appreciation for natural light. Having lived in basement apartments for years, she’s become “extremely sensitive to whether or not there is natural light in the rooms.”
She shared something that really resonated with me: “Daylight just feeds my soul, and opening the curtains and the blinds every morning is one of the very first things I do.”
This understanding of light – both as an artist and as someone who truly values it – made our collaboration even more meaningful. We weren’t just using good light for pretty photos; we were using the very thing that feeds her creative soul.
Behind the Behind-the-Scenes
What made this shoot extra special was the collaborative energy. Mackenzie’s husband came along to film behind-the-scenes footage, and my partner joined us later to capture even more of the process. As Mackenzie laughed, “It was like we had this whole little production going on.”
This kind of collaborative spirit is what I love most about working with creative entrepreneurs. Everyone understands the value of documenting the process, not just the final result.
The Real Story: Balancing Art and Motherhood
What really makes Mackenzie’s brand story compelling isn’t just her beautiful artwork – it’s her authentic journey as a creative mom.
“Trying to be an artist while being a stay-at-home mom is kind of a wild ride. It’s hard, but it’s also amazing and extremely fulfilling.”
We made sure to capture this reality in her brand photos. Not the sanitized, perfect version of creative entrepreneurship, but the real, beautiful, sometimes chaotic truth of pursuing your passion while raising a family.
The Bigger Picture: Why This Matters
Mackenzie’s insight about photography really stuck with me: “If you don’t have good photos of your art and your process, you’re not really going to go anywhere.”
This is exactly why branding photography matters so much for creative businesses. Your art might be incredible, but if you can’t show it – and show yourself creating it – in a compelling way, you’re missing out on connecting with your ideal clients.
The Results: A Complete Brand Story
In just one afternoon, we created:
- Process photos showing Mackenzie’s artistic technique
- Product shots of her beautiful oil paintings
- Professional headshots that capture her warm, authentic personality
- Behind-the-scenes content that tells her story as a creative mom
- Lifestyle images that show the joy and therapy she finds in her work
What Made This Shoot Special
Looking back, several factors contributed to the success of this session:
Flexibility: When the original plan didn’t work, we adapted quickly
Authenticity: We focused on Mackenzie’s real process, not a staged version
Collaboration: Multiple people documenting created rich, layered content
Natural light: We prioritized the lighting that feeds Mackenzie’s soul
Storytelling: Every shot connected to her bigger brand narrative
The Takeaway for Creative Entrepreneurs
Mackenzie’s experience shows that great branding photography isn’t about having the perfect setup from day one. It’s about:
- Being honest about your challenges
- Staying flexible and solution-focused
- Prioritizing authenticity over perfection
- Understanding what truly matters to your creative process
- Working with a photographer who gets your vision
As Mackenzie so beautifully put it: “Creating beauty is so much fun and now I get to make a business out of it.”
That’s exactly what we captured in her brand photos – not just the beauty she creates, but the joy she finds in creating it.
Ready to Tell Your Brand Story?
Every creative entrepreneur has a unique story worth telling. Whether you’re working from a basement studio or a gorgeous light-filled space, there’s beauty in your process that deserves to be captured.
If you’re ready to create brand photography that truly represents your authentic story, let’s chat. I’d love to help you show the world not just what you create, but the heart behind why you create it.
Ready to capture your brand story? Contact JGardiner Photography today to start planning your authentic branding session.