I had the best time photographing Zay for her Brooklyn personal branding photoshoot! Zay (Lindzay Kile) is an NYC Pilates instructor, and she reached out needing updated headshots for her website and brand refresh. On our consultation call, she told me the photos on her site were kind of an afterthought, and she wanted images that had a bit more intention behind them and that she’d be excited to share. Later on she had mentioned that this shoot was for her business and brand, and it was also a little bit for her too. She was looking for something to rejuvenate and re-inspire her again. I lovedddd hearing that, and it made planning this one together even more fun.

Why Zay Booked a Brooklyn Personal Branding Photoshoot

Many wellness and fitness professionals are in the same spot Zay was. You’re great at what you do, you’ve built a loyal client base, and your photos are whatever you had on hand when you built your website. They don’t show who you are or what it feels like to work with you.

Zay came into our consultation with three goals:

• Updated headshots for her website and brand refresh
• Clarity: images that help her show, and put into words, what she does
• Something just for her: a chance to feel seen, confident and re-inspired

That last goal matters. A personal branding session isn’t only a business expense. When you see yourself represented the way you want to be, it changes how you show up online, with clients, and in the world.

The Studio: A Sunlit Williamsburg Space Found on Peerspace

For Zay’s session, we booked a studio in Williamsburg, Brooklyn through Peerspace and it was the perfect fit for her brand.

The studio had huge windows that filled the room with natural light. The decor was fun and eclectic, all in earthy tones: a walnut credenza under a vintage equestrian oil painting, a tan tufted leather daybed, a curved wooden folding screen, a chrome mirrored wall piece and a tiger-stripe rug. It matched Zay’s warm, grounded energy perfectly. There was plenty of space, so we could move between setups without losing momentum.

Direct sunlight came through the windows at points during the session which made it so I could play with different kinds of lighting techniques. Some frames are soft and even, and others have more contrast and shadow. That range gives Zay images with different moods to use across her website and social media.

The Looks: Earthy Neutrals, Casual to Fashion-Forward

Zay brought four outfits, all in solid colors: grey, camel, chocolate brown and cream. Earthy neutrals are true to Zay’s style, and they looked gorgeous in the studio’s natural light.

Each look gives her a different side of her brand:

• Grey blazer, white tee and wide-leg jeans: polished and confident, ideal for her homepage, press or collaborations
• Camel chunky knit and cream jeans: warm and approachable, like meeting her in person
• Chocolate brown tank and linen pants: earthy and grounded, and beautiful in direct sunlight
• Charcoal collared sweatshirt dress: easy and relaxed, great for social posts and her About page

Her earth tones echoed the studio’s walnut, leather and wood, so every image feels cohesive. That’s what a brand refresh needs.

How the Session Felt

The session flowed from the start. Zay and I clicked so well on the consultation call, I knew it was going to be such a fun time! She was game for every idea I brought, which made it fun to play with poses, light, backgrounds and outfits.

If the camera makes you stiff, you’re in good company. Most of my clients say the same thing before we start. I use a mix of posing and documentary photography: I’ll direct you when you need it, then step back and catch the moments in between. That’s usually where the best frames are. Want a head start? Here are my tips on how to pose for pictures and find your angles.

What Zay Said After Her Session

“Thank you so, so much for this. I am feeling so inspired and so grateful the universe did its thing and led me to you. I honestly could not imagine feeling more comfortable and truly myself in front of the camera. And that is not an easy thing for me! Had so much fun in the meantime too… THANK YOU SO MUCH, homerun.” — Zay, Website

Notes like this are my favorite part of the job. Zay walked away with new headshots, a set of images that finally look like her, and a fresh spark for her business.

Tips for Your Own Personal Branding Photoshoot in NYC

If you’re a Pilates instructor, yoga teacher, coach or wellness professional thinking about a brand refresh, here’s what made Zay’s session work:

1. Start with the goal, not the outfit. Before we pick a studio or outfits, we talk about how you want to feel and how you want to be seen.
2. Choose a space that matches your brand. Zay’s warm, earthy aesthetic fit a light-filled studio with eclectic decor. Once I get a better idea of who you are and your vision for the photoshoot I’ll put together a list of studios I think would be best!
3. Bring a range of outfits. Include something relaxed and something elevated so your images work across your website, social media and press.
4. Stick to colors that complement you best. Your outfit choice is what helps make this session unique to you. Most people will say to stick to solid colors and neutrals, but I disagree. You get to decide how you want to be represented in the world and in these photos and fashion plays a huge part in that. Whatever your fashion taste is, choose outfits and pieces that match that. My only recommendation is to make sure each piece is complementary to the whole outfit.
5. Let yourself enjoy it. This is for your business, yes, and, at the end of the day, it’s also for YOU!

Frequently Asked Questions

What is a personal branding photoshoot?

A personal branding photoshoot creates a set of images that show who you are and what you do. That usually includes headshots, lifestyle portraits and detail shots you can use on your website, press/press kits, social media and marketing.

What should I wear to a personal branding photoshoot?

While most people and photographers will recommend neutral colors, I slightly disagree. The whole point of getting a personal branding photoshoot done is to have photos that represent and show who you are, and fashion plays a huge role in that. Like stated above, whatever your fashion taste is, choose outfits and pieces that match that. My only recommendation is to make sure each piece is complementary to the whole outfit, and most importantly, to YOU.

Where do NYC personal branding sessions take place?

It depends on your brand. For Zay’s session, we booked a natural light studio in Williamsburg, Brooklyn through Peerspace. If you want to do an outdoor session some of my favorite neighborhoods to photograph in are DUMBO, West Village, SoHo, Nolita, and Fort Greene.

How long does a personal branding session take?

Each session is different and I offer a variety of packages. The starting package comes with a 1 – 1.5 hour long session and comes with 1 – 2 outfits, 1 location, and a minimum of 35 final images.

Do I need to be comfortable in front of the camera?

Not at all. Most of my clients say they feel awkward being photographed and never know what to do. My whole job is to make sure that doesn’t happen! I guide you through posing and direction the whole way, so you can relax and look like yourself.

Book Your NYC Personal Branding Photoshoot

Ready for photos you’re proud and excited to share? I’m Francesca, an NYC portrait and branding photographer. I work with entrepreneurs, creatives and wellness professionals who have outgrown their old photos and want images that match the work they’re doing now.

Take a look at my NYC branding headshots and portrait sessions, or book a free 15-minute discovery call to talk through your goals. I’d love to hear what you’re building.