Featuring a recent shoot with Heidi Powell

When you’re planning a branding photoshoot, the location is never “just the background.”

Where we shoot becomes part of your brand language. It sets the tone, shapes the energy, and quietly supports the story you’re telling—before your audience ever reads a single word.

That’s why this recent session with Heidi Powell was such a fun one to bring to life.

If you don’t already know Heidi, let me introduce you…
She’s a powerhouse in the health and wellness space known by many from ABC’s Extreme Weight Loss and trusted by thousands through her work as a celebrity fitness instructor, New York Times bestselling author, and the co-founder of Transform HQ. She’s also the podcast host of Heidi’s Lane with Heidi Powell, where she shares honest conversations around transformation, mindset, health, and real life.

But beyond the titles, what I respect most about Heidi is what she’s built. She’s a female entrepreneur who has created a brand with real depth, one that serves people in a meaningful way. As someone who champions women who are building intentional, purpose-driven businesses, getting to photograph Heidi and help visually support what she’s creating was genuinely an honor.

Heidi’s brand is rooted in four key pillars: fitness, nutrition, family, and style, and the goal was to make sure every location helped those values show up naturally and authentically on camera.

Here’s how the location selections aligned with how she wants to update her brand and can help you think through your own session, too.

1. Fitness Energy That Feels Elevated (Not Gritty)

Fitness is obviously a big part of Heidi’s work, but the visual story didn’t need to be loud or overdone to feel powerful.

The open, bright spaces and natural light of 30A gave us the perfect foundation: clean, modern, and energetic without feeling harsh. Minimal backgrounds kept the focus on her presence and strength, while still feeling polished and high-end.

This is what the right location does, it allows your brand to speak clearly without trying too hard.

2. Spaces That Feel Nourishing and Real

Nutrition is a major part of Heidi’s message, so it was important to incorporate a setting that felt grounded and lived-in.

A kitchen environment was a perfect space to create images that felt both aspirational and approachable. Soft light, fresh ingredients, and simple styling supported the story without distracting from it. The goal wasn’t perfection, it was authenticity.

Because real transformation isn’t about extremes. It’s built in everyday moments, and that’s exactly what people should feel when they see these images.

3. Family-Centered Warmth

Heidi’s identity is anchored deeply in family, so a location was selected that felt homey and genuine. Softer textures, cozy corners, and real-life environments added emotional depth to the images and told the story of connection without needing words. One of the most important pieces of Heidi’s identity is family—and that kind of brand value needs to show up in a way that feels genuine.

These spaces had warmth and emotional texture: softer light, cozy corners, and environments that naturally communicate connection and comfort. The result is imagery that feels personal, not posed.

Sometimes the most powerful brand photos aren’t dramatic… they’re simply honest.

4. Style That Matches Her Season (And Her Growth)

Style is another pillar of Heidi’s brand, so we intentionally layered in locations with modern design details and clean architectural elements.

These spaces helped create a more editorial feel—still warm and approachable, but elevated. They gave her wardrobe space to shine and helped reinforce the polished direction her brand is stepping into.

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Your Location Should Feel Like You

Location planning is always collaborative, but the filter is always the same:

Does this space support the brand story we’re telling?

With Heidi, every location chosen became an extension of her brand—strong, inviting, intentional, and stylish. And that’s exactly what effective brand photography should do: create images that feel aligned, confident, and instantly recognizable.

Because when the setting matches the brand, the photos don’t just look good…
They feel like you.

Ready to elevate your brand images?

Book a consultation HERE.