Versatile Branding Photography: A Rebranding Session at Forest Park and WashU
Choosing the right location and timing is key to a successful branding photoshoot. In this session, we captured a variety of looks at Forest Park and Washington University in St. Louis, blending natural outdoor settings with refined architectural backdrops. The soft, warm light of golden hour added a natural glow, perfect for creating professional headshots and versatile branding images that reflect both authenticity and confidence.
In the fast-evolving world of healthcare marketing, personal branding is more important than ever. Sabrina Cox, a healthcare marketing strategist specializing in pharmaceutical sales, recently reached out for a lifestyle photoshoot to reflect her professional growth and rebranding aspirations. Our goal was to capture a variety of looks and moods that aligned with her vision—images that could be used across platforms like LinkedIn, her professional website, and beyond.
Sabrina at Art Hill, capturing her in a relaxed yet professional pose.
Collaborative Planning: Aligning Photography with Professional Goals
Every successful photoshoot starts with understanding the client's goals. During our initial consultation, Sabrina and I discussed her vision: she wanted images that would reflect both her warmth and professionalism—traits essential in healthcare marketing. Our conversation helped us decide on looks that could convey confidence, approachability, and expertise.
It was clear that versatility was a priority. Sabrina needed a variety of shots that could be used in different professional contexts. This led us to choose two St. Louis locations: Forest Park’s Art Hill and Washington University’s Danforth Campus. Both offered the flexibility we needed, from natural outdoor settings to sophisticated, architectural backdrops.
The Perfect Locations: Forest Park and WashU
Sabrina framed by the collegiate architecture of WashU’s campus, blending classical elegance with modern professionalism.
Choosing the right setting for a branding photoshoot is about more than just aesthetics—it’s about conveying the right message. Forest Park, with its expansive greenery and iconic views, provided a more relaxed, approachable atmosphere. Here, we focused on natural light and open space to create images that felt welcoming and genuine.
WashU’s Danforth Campus, on the other hand, offered a more structured, formal backdrop. The classical arches and clean, modern lines of the university’s architecture gave us the opportunity to highlight Sabrina’s strategic, forward-thinking side. The contrast between the two locations allowed us to capture a range of looks, all within a 90-minute session.
Golden Hour: Capturing Natural Light at Its Best
Timing plays a critical role in photography, and for this session, we chose the golden hour—those two hours before sunset when the light is soft and warm. Golden hour light is particularly flattering, creating a subtle glow and adding depth to portraits.
During the shoot, we used the natural light to its fullest advantage. Shooting with the sun behind Sabrina added a beautiful rim light, creating a glowing edge to her silhouette.
Golden hour is often the best time for professional headshots or lifestyle branding sessions, as it produces warm, natural tones that can elevate the mood of the images without extensive post-processing.
Golden hour light outlining Sabrina’s profile as the sun sets, showcasing the natural beauty of golden hour.
Wardrobe and Preparation: Key to a Successful Photoshoot
Sabrina’s preparation was instrumental in the success of this shoot. She came ready with multiple outfits, each tailored to the specific environments we’d be working in. From relaxed, business-casual looks for Forest Park to more formal attire for the architectural shots at WashU, her wardrobe choices allowed us to create a cohesive yet varied collection of images.
Her attention to detail extended beyond her outfits. Hair and makeup were perfectly done, which helped us move efficiently from one location to the next. The end result was a set of photos that could easily serve her professional needs for years to come, offering a versatile portfolio without the need for multiple sessions.
The Outcome: A Versatile, Professional Portfolio
A clean, polished headshot of Sabrina, perfect for LinkedIn and professional profiles.
By the end of the session, we had created a comprehensive set of images that reflected Sabrina’s professional identity from multiple angles. Whether for use on LinkedIn, her website, or other professional networks, these photos will allow her to present herself as both approachable and authoritative—qualities essential in her industry.
The combination of location, timing, and preparation resulted in a portfolio that provides her with flexibility for years to come, as though we had done multiple photoshoots in one.
Final Thoughts: The Importance of Thoughtful Photography in Personal Branding
Photography for personal branding is about more than just taking pictures—it’s about telling a story that resonates with your professional identity. Sabrina’s session was a great example of how choosing the right locations, timing, and preparation can result in a versatile portfolio that reflects both your personality and professional goals.
For professionals looking to rebrand or refresh their image, thoughtful planning and attention to detail make all the difference. Whether you’re in healthcare, marketing, or any other field, investing in a customized photoshoot can help you elevate your brand and stand out in today’s competitive landscape.
Viltrox 75mm f/1.2 vs. Fujinon 90mm f/2: A Portrait Photographer’s Perspective
Enter the Viltrox 75mm f/1.2. Although I was initially skeptical, this recently released “Pro” lens has become my go-to lens, particularly in challenging shooting environments. Here's a closer look at why the Viltrox 75mm has edged out the 90mm f/2 in my day-to-day work, and why both lenses still hold a place in my photography arsenal.
When it comes to headshot photography, the choice of lens has a huge impact the quality and character of the final image. The lens is even more important than the camera body—after all, as the saying goes, "Date your camera body, marry your lenses."
Many portrait and headshot photographers love to go with a “nifty fifty” or something close to that range, and the Fuji 56mm f/1.2 is a very popular choice for good reason. Although it is a fantastic lens, my secret weapon for stunning headshots has been the Fujinon 90mm f/2—a lens that has consistently delivered stunning results.
Enter the Viltrox 75mm f/1.2. Although I was initially skeptical, this recently released “Pro” lens has become my go-to lens, particularly in challenging shooting environments. Here's a closer look at why the Viltrox 75mm has edged out the 90mm f/2 in my day-to-day work, and why both lenses still hold a place in my photography arsenal.
The Challenge of Small Spaces: Why Focal Length Matters
As a headshot photographer, I often find myself working in less-than-ideal conditions—conference rooms, offices, or even small meeting spaces. In these environments, the focal length of a lens becomes crucial.
The longer the focal length, the more you need to step back from your subject to fit them comfortably in the frame. With the Fujinon 90mm f/2, I sometimes found myself pressed up against a wall, struggling to capture the shot I envisioned.
Since I shoot on the Fujifilm X system, which uses an APS-C crop sensor, the effective focal length of these lenses is even longer. On a crop sensor, the focal length is multiplied by 1.5 times, so the 90mm f/2 behaves like a 135mm lens on a full-frame camera, and the 75mm f/1.2 acts like a 112.5mm lens. This crop factor further emphasizes the need for extra room when using longer focal lengths, making the Viltrox 75mm's slightly wider angle of view even more valuable in tight spaces.
The Viltrox 75mm f/1.2, with its full-frame equivalent focal length of 112.5mm, offers a slightly shorter reach compared to the 135mm equivalent of the Fujinon 90mm. This difference might seem minor on paper—just 22.5mm—but in practice, it gives me the crucial extra space I need to compose my shots without feeling cramped. The 75mm still delivers the compression effect I love that is so flattering for capturing faces, but with the added benefit of being more adaptable to confined areas.
Image Quality: The Art of Sharpness, Bokeh, and Rendering
When we talk about image quality in photography, we’re referring to a combination of factors like sharpness, bokeh, and rendering.
Sharpness is all about how well the lens captures fine details. The Fujinon 90mm f/2 has a well-deserved reputation for producing incredibly sharp images, with every strand of hair and every pore rendered in crisp detail.
Bokeh refers to the quality of the out-of-focus areas in a photo. A lens with good bokeh creates a smooth, pleasing blur in the background, which helps to make the subject stand out.
Rendering is a broader term that encompasses how a lens handles colors, contrast, and the overall look and feel of the image.
For years, the Fujinon 90mm f/2 was unmatched in these areas. It’s a lens that produces images with a certain "magic"—a combination of sharpness, beautiful bokeh, and a distinct rendering style that makes portraits truly stand out. I was initially skeptical that the Viltrox 75mm f/1.2 could compete on the same level.
To my surprise, the Viltrox 75mm delivers image quality that rivals the 90mm. The sharpness is excellent, capturing fine details with precision. The bokeh is creamy and smooth, ensuring that the subject is always the focal point of the image. And the overall rendering is stunning, with vibrant colors and contrast that give my headshots a professional and polished look. There’s no noticeable sacrifice in image quality when switching to the Viltrox 75mm.
Build Quality: A Lens Designed to Last
One of the most impressive aspects of the Viltrox 75mm f/1.2 is its build quality. This new “Pro” line of Viltrox lenses, including the 75mm, offers a fit and finish that rivals the native Fuji lenses. The lens feels solid and durable in hand, with a metal construction that exudes quality. It's clear that Viltrox is investing in creating lenses that will stand the test of time and withstand long-term hands-on use. This attention to detail in the design and construction makes the Viltrox 75mm not only a powerful tool for capturing stunning images but also a reliable piece of equipment that I trust in my professional work.
Autofocus: Speed and Precision
Autofocus is a critical feature in any lens, especially for a portrait photographer. When capturing headshots, it’s essential that the lens locks onto the subject’s eyes quickly and accurately, as even the slightest delay or misfocus can result in a less-than-perfect shot.
The Fujinon 90mm f/2 is known for its linear autofocus system, which is one of the fastest and most reliable in Fujifilm’s lineup. It’s a lens that has never let me down in fast-paced environments, where I need to capture a fleeting expression or subtle movement.
The Viltrox 75mm f/1.2, while not boasting the same linear autofocus system, is no slouch in this department. Its autofocus is quick and responsive, allowing me to capture sharp images with confidence. In most scenarios, the difference in autofocus speed between the two lenses is negligible, making the Viltrox 75mm a solid performer in both studio and on-location shoots.
Where the Fujinon 90mm f/2 Still Shines
Despite the advantages of the Viltrox 75mm f/1.2, the Fujinon 90mm f/2 isn’t leaving my kit anytime soon. There are certain situations where the 90mm still reigns supreme, particularly in outdoor natural light photography.
In outdoor settings, where I have more room to move around, the longer focal length of the 90mm becomes an asset rather than a limitation. It allows me to stand farther back from my subject, creating a sense of distance that enhances the natural environment in the frame. Additionally, the 90mm f/2 offers a unique rendering quality—a slight coolness in color temperature and a level of microcontrast detail that adds depth and texture to the image. This "je ne sais quoi" is something I haven’t found in any other lens, and it’s why the 90mm remains my go-to for certain outdoor shoots.
Excellent sharpness and background separation with the Fuji 90mm f/2, shot on Fujifilm X-T5
Conclusion: The New Everyday Favorite
For day-to-day headshot photography, particularly in small, confined spaces, the Viltrox 75mm f/1.2 has become my new favorite lens. It provides the perfect focal length for maneuvering in tight environments while still delivering the compression and image quality that make headshots stand out. The autofocus is reliable, the rendering is beautiful, and the overall performance is on par with the legendary Fujinon 90mm f/2. On top of that, the build quality of the Viltrox 75mm is outstanding, making it a durable and trustworthy addition to my kit.
However, the 90mm f/2 isn’t going anywhere. It still has a special place in my kit for those outdoor shoots where its longer reach and unique rendering qualities shine. In the end, both lenses have their strengths, and having them both allows me to tackle a wide range of photographic challenges with confidence. But for everyday use, the Viltrox 75mm f/1.2 has become my go-to lens, proving that sometimes, a slight change in focal length can make all the difference.
Image quality samples, shot with the excellent Viltrox 75mm f/1.2 Pro on Fuji X-T5
Stay tuned for my next blog post, where I'll dive into the practical differences between using the Fuji X-T4 and X-T5. As a long-time user of both cameras, I’ll share insights on how they stack up in real-world shooting scenarios.
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Architectural Inspiration: Melissa's Stunning St. Louis Portrait Session
Working with Melissa was a reminder of the power of photography to capture not just images, but emotions and memories. Through her portraits, we were able to blend her love for interior design, architectural beauty, and artistic expression into a series of photos that truly captured her essence.
Natural Light Portrait at Pagoda Circle, Forest Park #stlouis #portraitphotography #architecture #forestpark #stlouisphotolocations
Working alongside Melissa to craft her portrait photographs was an absolute delight. As an interior designer with a deep passion for classic St. Louis architecture, Melissa's love for beautiful aesthetics and pleasing compositions was truly inspiring.
We decided on a few great locations in St. Louis’s iconic Forest Park, including the iconic Muny, the picturesque Pagoda Circle, and the stunning classic Vandeventer Gates. Each spot provided a unique backdrop that perfectly complemented Melissa's sophisticated style and love for elegant design.
Natural Light Portrait at The Muny, Forest Park #leadinglines #stlouis #portraitphotography #architecture #forestpark #stlouisphotolocations
Natural Light Portrait at The Muny, Forest Park #leadinglines #stlouis #portraitphotography #architecture #forestpark #stlouisphotolocations
One of the most exciting parts of our collaboration was when Melissa mentioned that she planned to have one of the portraits painted by an oil painter. The thought of our work together being transformed into a timeless piece of art was truly humbling, and I can't wait to see the final result!
Working with Melissa was a reminder of the power of photography to capture not just images, but emotions and memories. Through her portraits, we were able to blend her love for interior design, architectural beauty, and artistic expression into a series of photos that truly captured her essence.
It's moments like these that remind me why I love what I do - the ability to create something truly special and meaningful with each client I work with. Melissa's portraits will always hold a special place in my heart, as a reminder of the beauty that can be found in the intersection of passion, creativity, and photography.