FDesign: Capturing Creative Chaos - A Brand Photography Case Study"
by Dani Cruz
Fernanda Ervilha
The core behind FDesign
My approach to this photo was to visually capture all the energy and creativity of Fernanda and her unconventional work process. I aimed to transform her essence into an image that reflects the dynamic and joyful way she approaches her craft. Fernanda wears simple, neutral clothing to avoid competing with the other elements in the frame, allowing the environment to take center stage. The cozy setting, filled with plants, adds a personal touch and reflects her grounded yet vibrant personality. I wanted to showcase the "creative chaos" that happens inside her mind when she works, while also highlighting how much fun she has doing what she loves. The result is an image that celebrates her authenticity, passion, and innovative spirit.
Problem/Challenge
In Fernanda's case, the primary challenge was the lack of cohesive visual storytelling and the absence of professional photography that truly captured her dynamic personality and creative process. While her current client base relies heavily on word-of-mouth referrals, she needed to expand her reach through a stronger social media presence. This was essential not only to sustain her business but also to establish a solid foothold in the Canadian market and position herself for long-term profitability.
Approach
Having worked with Fernanda to develop my own brand identity, I already understood how she operates—her process is anything but traditional. This insight shaped my approach to her photography. My proposal was to visually convey her personality and the way her mind works, highlighting her uniqueness. Fernanda is intensely creative, bringing enthusiasm to every phase of her work, from discovery calls to delivering the final project.
After an in-depth interview, I planned a shoot that incorporated movement, organized chaos, joy, and fun. The location was chosen to reflect her inner connection to nature and a sense of coziness. Props such as her computer and mood boards were complemented with personal touches like coffee and colorful sour candy, capturing the essence of her vibrant, unconventional workflow.
The direction aimed to materialize the way her mind operates—unconventional and full of energy. We included some more professional, grounded shots while ensuring her wardrobe avoided traditional attire, as it doesn’t align with her authentic personality. The goal was to showcase who Fernanda truly is: a creative force and a joy to collaborate with, all through static images.
To execute the vision, we used two strobe lights for dynamic lighting and kept the editing light and fresh to emphasize vibrancy and playfulness. Throughout the shoot, I allowed Fernanda to feel the flow, incorporating moments of spontaneity to let the "surprise factor" shine through.
After an in-depth interview, I planned a shoot that incorporated movement, organized chaos, joy, and fun. The location was chosen to reflect her inner connection to nature and a sense of coziness. Props such as her computer and mood boards were complemented with personal touches like coffee and colorful sour candy, capturing the essence of her vibrant, unconventional workflow.
The direction aimed to materialize the way her mind operates—unconventional and full of energy. We included some more professional, grounded shots while ensuring her wardrobe avoided traditional attire, as it doesn’t align with her authentic personality. The goal was to showcase who Fernanda truly is: a creative force and a joy to collaborate with, all through static images.
To execute the vision, we used two strobe lights for dynamic lighting and kept the editing light and fresh to emphasize vibrancy and playfulness. Throughout the shoot, I allowed Fernanda to feel the flow, incorporating moments of spontaneity to let the "surprise factor" shine through.
Solution
Before FDesign Instagram
Profile photo
The profile photo is professional but lacks the vibrant energy and creativity that reflect Fernanda's transformative brand essence.
Feed
FDesign's Instagram feed lacks a strong presence of individual, professional photography featuring Fernanda herself, which is a missed opportunity given that she is the core of the business.
Post
There is an opportunity to incorporate more unique visuals and concepts that align with her visionary approach.
After FDesign Instagram (simulation)
We help our clients to develop their businesses rapidly and successfully
Profile photo
This profile photo conveys warmth, approachability, and playfulness. The close-up framing and the genuine, bright smile create an instant sense of connection and friendliness. The creative use of the blue sweater, partially covering one eye, adds a touch of personality and intrigue, suggesting that the individual is imaginative and not afraid to express themselves in unique ways. Overall, this image portrays a person who is both professional and relatable, while also hinting at a dynamic and creative energy.
Feed
Fernanda's updated Instagram feed showcases a more cohesive and visually appealing brand presence. The photos capture her authentic personality and creative process, blending professionalism with warmth and approachability. The inclusion of vibrant and thoughtfully composed imagery, such as her playful poses and workspace details, reflects her dynamic energy and storytelling-driven approach. This new visual identity aligns well with her role as a Brand Essence Designer, highlighting her ability to think outside the box and connect with clients on a deeper level. The feed now feels curated yet relatable, effectively positioning Fernanda as the heart of FDesign and reinforcing her personal connection to the brand.FDesign's Instagram feed lacks a strong presence of individual, professional photography featuring Fernanda herself, which is a missed opportunity given that she is the core of the business.
Post
This post reflects Fernanda's focus on intentionality and creativity, key elements of her personal and professional philosophy as a Brand Essence Designer. The phrase "The best way to predict the future is to create it" aligns with her transformative approach to branding, encouraging proactive design and thoughtful decision-making. The handwritten note "Presence is power" adds a personal touch, reinforcing her emphasis on mindfulness and authenticity in her work. The layered composition of the image, with overlapping papers and textures, subtly conveys the multidimensional and reflective nature of her creative process. This visual storytelling creates an inspiring and relatable narrative that resonates with her audience.
Results
We work hard every day to make our customers' lives better and happier
If a building becomes architecture, then it is art
This photo effectively portrays Fernanda as a creative professional deeply engaged in her work, blending artistic focus with an approachable and authentic vibe. The composition highlights her process-driven approach, showcasing sketches, mood boards, and inspiring quotes, which align with her mindful branding expertise. The warm and casual elements, like the coffee and natural workspace, create an inviting atmosphere that resonates with her clientele's desire for personalized, thoughtful brand design.
About us
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- 2Feature 2Describe your priorities in customer relations
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- 5Feature 5Describe your priorities in customer relations
- 6Feature 6Why do you think your company is different and better than others companies
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Our contacts
Phone: +1-123-456-78
Email: hello@firm.com
Email: hello@firm.com
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