We started by examining where they are presently finding clients and the types of messaging that are reaching that audience. Then we looked at potential new avenues they would like to try and thought about how their current messaging would, and would not, overlap. With all of these things in mind, we chose to shoot with three different outfits and three different locations. In this way, we were able to maximize the breadth of imagery captured and ensure that they would have a solid base from which to pull for at least a year.

Some of the ways these images will be used include:

Website | Printed brochures | Instagram | LinkedIn | Zoom | Facebook |YouTube | Editorial content - Printed magazine articles, online blogs and features | Client websites (businesses that hire them to work with employees) | Conferences/Panel bios

We wanted the images to convey these women’s expertise, as well as their fun personalities and approachability. Often they work in the homes of newly arrived families, and they are the only local link a family has, which can mean spending a lot of time together. So, they need to come off as friends, more than formal instructors. Their relationship is highly dynamic and loving, and their collective energy is very attractive. I used movement, laughter and intimate posing to convey this.

In the gallery below, you will also notice several images with empty space or pointing to empty space. These are great for social media and editorial use when words need to be added.

Below is a small selection of my favorites.