I met Courtney when I was shooting a before and after of a condo she remodeled for a new homeowner before they moved in. I am instantly intrigued and I gravitate to other women who are in the construction space. We immediately clicked; we’re 2 girls who had been raised in and around construction. I’m the daughter of a stone mason and she’s the daughter of a drywaller.

So, as I was carefully trying not to ask so many questions to Courtney that it felt like an interview instead of a conversation, I discovered that while she’s wildly successful at this point in her business, she wants to grow and lean into branding. Well, well, well, you don’t say.

Brand Strategy: From Vision to Execution

Courtney and I reconnected. Using my brand questionnaires and strategies, we dove into fleshing out her online presence. We tackled everything: her target audience, tone, brand style, colors, fonts—the whole package. In addition to brand photography, I built Courtney her first website and even a few social media templates to get her started with her new brand photos.

Prepping for the Photoshoot: The Master Plan

During our calls leading up to the photoshoot, we went over strategic planning to make sure we captured the right images for her website. We planned for multiple locations, wardrobe and styling, and Courtney even got her hair and makeup right at home by Sandy from Little Hair Shop in San Diego.

We picked five locations. Technically, since her home and office are on the same property, it was more like four. But who’s counting? We shot at her home, office, a tile showroom, one under-construction project, and another nearly finished.

Capturing Courtney: Behind the Scenes

The aim was to show Courtney’s true self. We wanted a mix of her at-home style and her professional, hands-on approach. She’s not just a spreadsheet wizard managing budgets and tracking progress from her laptop—though she’s great at that too. She’s also onsite, solving issues and keeping projects moving. A total boss.

I’m so thankful to have been able to capture her style and help build the beginnings of her amazing brand. I cannot wait to watch where she goes from here!