Branding Through Authenticity

A Photoshoot with The Space Between in Chicago

Branding is all about capturing the essence of a business – its personality, its energy, its vibe. For me, authenticity is key. I want my photos to reflect the real, raw energy of the people I work with, & that’s exactly what we set out to capture during my recent brand photoshoot with The Space Between here in Chicago.

We started the day at sunrise on the beach, & let me tell you, it was the perfect setting for the relaxed, beachy vibe we were going for. The soft morning light, the sound of the waves, & the laid-back energy were all the ingredients we needed to showcase The Space Between’s brand. We wanted to lean into those lifeguard vibes, & I think we totally nailed it.

From photographing their merch in the sand to getting those fun, candid shots that tell the true story of their brand, we worked hard to make the photos feel natural. To me, the most important thing is to take photos that feel real – not overly polished, but true to who the people behind the brand really are. Whether it's a small business or a personal brand, I love working with clients who want to show up as they are, in their most authentic form.

Throughout the shoot, the goal was simple: create photos that were just as much a reflection of the brand as they were of the people behind it. No fake smiles, no stiff poses, just real moments. That’s what makes branding feel truly connected – when it speaks to people in a way that’s natural & authentic.

Working with The Space Between was so much fun, & I’m so excited about how the photos turned out. The combination of a beautiful beach setting & their laid-back, cool vibe was exactly the kind of authentic energy I want to capture for every brand I work with. It’s always about bringing that natural feeling to the forefront & creating something real.