After over a decade of capturing images to elevate my client’s brands, I realized it was time to realign my own brand with my vision and the evolving needs of my clients.
Why the rebrand?
When I pioneered the editorial style of real estate photography in the early 2010s, the industry looked vastly different. Back then, conventional real estate photography often featured rushed compositions, unnatural ultra-wide angles, and heavily edited interiors with jarring, oversaturated colors. It wasn’t uncommon to see glaring color casts, lights left on, muddy walls from HDR processing, and “crisp” window views that revealed more of the neighbors’ cars and trash bins than the property’s appeal.
Fast forward over a decade, and the game has changed significantly. The rise of social media has led agents to invest in higher-quality content, while video marketing has become essential. With the disruption of wedding and event photography in 2020, many “real” photographers expanded into real estate, bringing new skills to the field and raising the bar for quality imagery.
While I’m thrilled to see real estate photography evolve into a respected genre with a demand for artistic quality, I’ve also noticed a shift in the marketplace. The increased competition means that more photographers are offering high-quality work, which led me to reflect on my values, my unique perspective, and what truly defines my approach.
This rebrand is a reaffirmation of my commitment to creating meaningful, high-end imagery that goes beyond capturing spaces; it's making a portrait of a home while connecting with the aspirations of future homeowners. As the market shifts, I’m excited to stand firmly in the values that set my work apart, offering an elevated experience for clients who value vision, authenticity, and artistry.
The process
To bring my rebrand to life, I collaborated with Monforte Studio,, a young, dynamic branding agency known for its advocacy-driven approach and its promise to build a brand in just one day. I’ll admit, I was a bit skeptical. Branding in a single day? It sounded almost too good to be true. But I also realized that the success of this process would depend on how much heart and honesty I brought into it. So, I committed fully.
The journey began with a deep-dive questionnaire designed to get to the core of my vision. I approached it with the intent to be as raw and authentic as possible. I revisited my motivations, defined my client base, and articulated how I want to engage with them. This soul-searching exercise brought tremendous clarity. By the end, I had a renewed sense of purpose: I knew who I was, who my clients were, and how I wanted to serve them.
Another essential part of the process was creating a mood board. I used Pinterest and inspiration sites to gather visuals that truly spoke to me. What emerged was an eclectic blend of French New Wave aesthetics, vintage red terrazzo, the nostalgic charm of ViewMaster and Polaroid cameras, lush garden imagery, and, of course, my iconic Vespa—the very one that transports me to all my local shoots. These elements don’t just represent a visual style; they encapsulate the spirit of my brand and the experience I aim to deliver.
Bringing the Brand to Life
All of this brand identity will be carried forward by a new website. I’ve decided to move away from a straightforward portfolio approach and instead create something bold, opinionated, and unapologetically aligned with my values. This new site will serve as more than just a gallery of my work; it will be a clear statement of who I am and what I stand for in this industry.
One of my key goals with the new website is to speak directly to my core audiences: Real Estate Professionals and Architects. I want my brand’s voice to resonate with them, to connect with their ambitions, and to showcase how my approach aligns with their vision. This new platform will provide a space where my perspective, expertise, and commitment to quality are unmistakable.
I’ll also have a bit of fun with some new merch as you can see in the mockup for a tote bag and some fun stickers.