Client Spotlight: Emma Howell, Abstract Artist
01 Emma Howell, Abstract Artist
Emma Howell is a British fine artist based in the Cotswolds, UK.
02 Collection
A custom, tailored session.
03 Purpose
Emma wanted professional, authentic imagery to reflect the next chapter of her art practice.
Emma Howell is an abstract artist who has been working professionally since 2018. Her artwork is bold, expressive and deeply personal, evolving alongside the different seasons of her life.
But while her artwork had a strong visual identity, her own imagery had never quite kept pace.
Describing herself as something of a ‘camera dodger’, Emma wanted to create a more professional visual presence for her website, Instagram and mailing list – without losing the relaxed, honest personality that is such an important part of her brand.
This personal branding photography session was about more than simply creating some new portraits. It was about helping Emma visually step into the next chapter of her art practice.
The Brief
Emma came to me at an exciting point of change in her business.
Rather than continuing to produce lots of smaller collections throughout the year, she was moving towards larger-scale, slower works. Alongside that shift, she was increasing her prices and looking to connect with a new pool of collectors and collaborators.
She wanted her photography to reflect that evolution.
Her existing artwork already communicated a strong sense of who she is as an artist, but she wanted collectors and gallerists to see more of the person behind the work too.
The brief was to create biography and personal brand images that felt:
- Professional and considered
- Relaxed and approachable
- Gentle and human
- Artistic without feeling contrived
- True to Emma’s personality
Importantly, Emma didn’t want a collection of traditional, highly posed headshots. She wanted imagery that felt like her – calm, thoughtful and natural.
Bringing the vision to life
The timing of the shoot couldn’t have been more fitting.
We photographed Emma on the day of her exhibition launch at Sixteen Gallery in Montpellier, Cheltenham, Gloucestershire, surrounded by the work she had created.
Rather than taking her away from the environment that was such an important part of this chapter in her business, we used the gallery and her artwork as part of the story.
There was another important part of Emma’s story that we were able to bring into the images too: her young daughter.
Motherhood was a strong theme running through Emma’s exhibition, so including her daughter wasn’t simply a sweet addition to the photographs. It connected the person, the artwork and the life experiences behind the work in a really natural way.
We created a few quieter moments of Emma and her daughter together, allowing their relationship and the artwork around them to become part of the visual story.
Alongside these, we combined more considered biography portraits with movement and candid moments – Emma standing and seated within the gallery, moving through the space and interacting with her artwork.
The aim throughout was to create photographs that felt natural rather than overly staged.
For someone who doesn’t particularly enjoy being in front of the camera, this approach meant there was less pressure to ‘perform’. Instead, I could guide Emma through simple movements and interactions and capture the moments in between.
This is a big part of how I approach personal branding photography. The goal isn’t to create a polished version of someone that doesn’t feel like them. It’s to create images that allow their personality, work and environment to come through naturally.
Practicalities on the Day
There was something particularly lovely about photographing Emma on her exhibition launch day.
Rather than creating an artificial backdrop for her personal brand photography, we were documenting her in a space that represented an important moment in her working life.
We worked around the gallery and the artwork, considering how each photograph could be used afterwards.
The resulting collection gives Emma a range of imagery for her About page, website, Instagram and mailing list – from a more formal artist biography portrait to looser images that can be used alongside stories about her work and creative process.
We also allowed room for the unexpected. Emma was happy to bounce ideas around and trust my professional eye and instinct, which meant we could respond to the space, the artwork and what felt natural on the day rather than forcing every image to fit a pre-planned shot list.
Having Emma’s daughter there also meant we could create something particularly meaningful without turning the shoot into a family photography session. The focus remained firmly on Emma and her art, with motherhood woven naturally into the story.
The impact on Emma’s brand
This shoot marks the beginning of a new visual chapter for Emma.
As her abstract art practice evolves towards larger, slower and more considered work, her personal brand photography now has the opportunity to evolve with it.
The new images give collectors and potential collaborators a glimpse beyond the artwork and into the artist herself – something that is particularly important for Emma because her story, personality and experiences are so closely intertwined with her creative practice.
The inclusion of her daughter adds another layer to that story. With motherhood being such a significant theme within the exhibition, the photographs help connect Emma’s life, her creative process and her artwork in a way that feels genuine rather than constructed.
They also give her a more consistent and professional library of imagery to use across her website, Instagram and email marketing.
Most importantly, the photographs don’t try to turn Emma into someone she’s not.
They are calm, thoughtful and human. They allow the artwork to remain at the heart of the story while giving Emma a stronger presence within it.
For Emma, this shoot was a first step towards visually ‘crossing the chasm’ into the next chapter of her practice.
And that’s exactly what good personal branding photography should do – meet you where your business is now, while helping your visual identity move with you as it grows.
Ready for Your Own Rebrand Shoot?
If you’re planning a rebrand, launching a new website, or simply stepping into a new chapter in your business, a branding shoot is one of the best investments you can make.
Like Emma, you’ll come away with a library of content that not only looks beautiful, but also tells your story in a way that feels authentic and aligned with your brand.
I’m currently booking full branding sessions for Autumn and Winter. If you’d love to create a storytelling brand shoot that feels true to you, get in touch, I’d love to hear your vision.
