Laura Lloyd is a certified eating psychology coach. She and I have a done a few shoots together for her growing business, however this most recent shoot was EPIC. It was a full overhaul for her websites -- yep multiple websites. She also does online courses and downloadable guides.
We collaborated to build out all the images she might need for a while, because she was moving away from Berlin and back to the U.K. She has started updating her main website - so now I thought I would decompress about the experience and the wonderful joy-filled two days my team and Laura had with each other.
SO here's a behind the scene of what went into this shoot. We first met with just each other to discuss her needs for the new online courses and revamp of her branding. She also followed some inspiring branding advice from Jenna Soard off a Teachable course. She filled out an questionnaire that really helped us begin to define key terms, moods, concepts and colors.
Here's some a few key thoughts off of that questionnaire -
Core Message: I help sassy, ambitious, creative women feel sane, relaxed and self-trusting with food and body image, so their spiritual & creative energy is unleashed for their bigger game, with my coaching & my online courses.
Theme/story of the lauralloyd.co brand: Deep red, coral pink, fruit, foliage, flowers & birds, sky blue? painting, punk rock, frida kahlo, eastern yogic spa spirituality, fearless, natural, inner, playfully irreverent
Taglines: Abundant self-love, and rock-hard self-belief | Self-transformation is an act of radical creativity
What are your brand adjectives?: fearless, heart-opening, irreverent, sassy, creative, rock-hard, deep, sensual, bodily, explosive, natural, inner
That really kicked off building the mood boards on Pinterest.
Then once I could tell we need a bit more styling help to get the right moods down, we brought in Lucia Jess. Lucia is an wonderful stylist that works with me often and has a great ability to work out what clients are trying to achieve with their wardrobes. THIS was the best part/key of the whole collaboration! Once Lucia was brought - we amp-ed it up a lot.
We also knew that these "characters", these "themed versions of Laura" would also need great hair and make-up. We got the super talented and fun to work with Alana Holmes.
This shoot was planned for a two day shoot (an indoor location day and an outdoor location day). See....big big shoot! I excel well with organization and planning. It makes my heart flutter. So when Lucia Jess arrived with all the outfits completely organized and ready to go and Alana ready with her whole kit and sushi themed jokes, I remembered why I love working with other fantastic creatives!
OKAY...Let's see some of the key photos from DAY ONE! Come back soon for DAY TWO of the shoot!