The Brand Shoot Blueprint: My brand photography workflow for surf and lifestyle campaigns
When I hosted my Nostalgic Surf masterclass in partnership with Fujifilm, I had 20 photographers join me for a styled surf shoot at the beach, followed by a deep-dive presentation at Wildflour. The shoot itself was beautiful: salty hair, golden light, surfboards on the sand. But what made the day a success wasn’t just the magic of the ocean.
It was the workflow.
Over the years, I’ve learned that the secret to strong brand photography is not only about being in the right place at the right time. It’s about having a brand photography workflow that allows you to plan, adapt, and still leave space for creativity.
Whether you’re shooting a surfwear campaign, a coastal lifestyle brand, or even a small business in your local town, this is the system I use to ensure every shoot feels cohesive, client ready, and full of creative energy. I call it my Brand Shoot Blueprint, and in this post I’m sharing it step by step.
In this blog: The roadmap behind the photos
This is the brand photography workflow I use to turn golden light, surfboards, and salty hair into a gallery that feels cohesive and intentional.
Why Preparation is Everything in Brand Photography
The difference between a good shoot and a great shoot isn’t the camera, it’s the prep.
When you’re working with brands, you’re not just creating pretty pictures. You’re translating their identity into visuals that feel authentic, aspirational, and on-brief. That’s why a strong brand photography workflow matters. It gives you structure without killing creativity.
Your work has to strike a balance: professional and versatile enough for the client, but still infused with your unique style. Without a workflow, shoots often feel chaotic. With one, you can stay flexible in the moment while knowing you’ve captured everything you need.
Step 1: Build a client-approved shot list for your brand photography workflow
A shot list is the backbone of any brand photoshoot. It keeps your workflow clear and makes sure you’re capturing what the client actually needs.
Start with the client’s goals: what platforms will the images live on (social, website, print).
Break it down into categories: lifestyle portraits, product details, wide storytelling shots, candid moments.
Prioritize a must-have list versus a nice-to-have list.
This way, you can plan your brand photography workflow enough to feel confident while still leaving space to play and create.
Example shot list from the Nostalgic Surf photoshoot in partnership with Fujifilm and Inner Realm. For this photoshoot, I was photographing swimwear as a primary but also wanted to include Fujifilm Instax camera to make it beneficial to both brand partners so I needed to outline in the shot list where I wanted to use various products.
Step 2: Create mood boards that capture the brand vision
Mood boards are where the brand’s vision meets your creativity. They’re more than a Pinterest collage. They’re the visual language guiding styling, locations, props, and the overall look.
When I built the Nostalgic Surf mood board for my Fujifilm masterclass, I combined retro surf culture with modern lifestyle imagery. That balance gave our models and stylists a direction that fit perfectly within the brand photography workflow while still letting us interpret freely.
Tools like Pinterest, Canva, or Milanote make this easy. The real art is in curating fewer, stronger images that tie together seamlessly.
Step 3: Choose locations, talent, and styling that fit the lifestyle shoot
The soul of any brand shoot comes from more than just the gear. A thoughtful workflow includes location, talent, and styling that reflect the brand’s identity.
Location: I scouted a beach with variety, including open sand, textured rocks, and waves for movement.
Talent: Authenticity matters. I often cast real surfers, locals, or people already living the lifestyle.
Styling: Props and wardrobe are storytelling tools. Surfboards, towels, vintage swimwear, and little details make the brand shoot feel real.
This step of the brand photography workflow makes all the difference between a generic campaign and one that feels authentic.
An example of the slide I used for talent planning for the Nostalgic Surf photoshoot.
Step 4: Shoot with intention using a storytelling flow
On shoot day, the workflow gives you a roadmap but you don’t have to stick to it rigidly. Some of the best brand photography comes from spontaneous light, candid moments, or playful improvisation.
Think in terms of storytelling sequences:
Wide establishing shot
Medium lifestyle action
Close detail shot
Filler shot to help with storytelling
This storytelling flow keeps the brand photography workflow cohesive while giving the gallery a narrative arc instead of a mix of random pretty photos. These photos below are focused on the swimwear. It was important to capture the swimsuit both in action, in an aspirational lifestyle scene (the dunes) and also up close so we can see the pattern and fit detail. The surfboard pic gives the client another element for storytelling relevant to their market. A unique fin and custom longboard speaks directly to their customer.
Step 5: Edit and deliver with consistency across the brand photography workflow
Editing is where the vision comes alive. For the Fujifilm workshop, I walked attendees through my Lightroom workflow:
Cataloguing and culling efficiently
Applying presets for consistency across the gallery
Making final tweaks to white balance, contrast, and saturation
Presets aren’t shortcuts, they’re creative tools. Having presets in your brand photography workflow saves time while making sure the final gallery feels immersive and consistent. I like to develop my own presets as I work, and then apply them across all scenes in the same light, making small tweaks as I go.
Even with shifting light throughout the morning, the final gallery feels cohesive and true to the Nostalgic Surf aesthetic.
Behind the scenes: Styled surf brand shoot with Fujifilm
The styled surf brand photography shoot was about more than creating content. It showed photographers how a brand photography workflow translates into real-time decisions, giving them the chance to practice the system in a hands-on way.
We covered:
Directing models in a natural way
Working with shifting light and tides
Finding unexpected moments like seawater dripping off a surfboard
By the end, attendees walked away not only with images but with a repeatable brand photography workflow they could use for any campaign.
That’s a wrap
Brand photography is equal parts art and strategy. With the right workflow that includes shot lists, mood boards, locations, styling, and editing, you can deliver galleries that clients love while keeping your own creative voice intact. And this workflow works just as well for lifestyle campaign photoshoots and small business brand shoots.
Frequently asked questions about brand photography workflow
What is the best workflow for brand photography?
The best brand photography workflow balances planning with creativity. I always start with a client-approved shot list, create a strong mood board, choose authentic talent and styling, then shoot with a storytelling flow. Editing and consistent delivery tie it all together.
How do I plan a photoshoot for a lifestyle brand?
Start with the brand’s goals and who they want to reach. Build a shot list that covers lifestyle portraits, product details, and storytelling scenes. Then create a mood board that reflects their vision. This keeps your lifestyle brand photoshoot intentional without losing the creative energy.
What should be on a brand photography shot list?
Your shot list should include wide establishing shots, medium lifestyle moments, and close-up details. I always add portraits, product features, and candid interactions. This makes sure your brand photography workflow covers everything from professional must-haves to authentic, in-between moments.
How do you create a mood board for a brand shoot?
Choose a few strong images that reflect the brand’s style, colors, and vibe. For surf brand photography, I’ll mix coastal textures, lifestyle styling, and natural light inspiration. Tools like Pinterest, Canva, or Milanote are helpful, but the real key is curation.
Can I use this brand photography workflow for small businesses too?
Absolutely. Whether you’re shooting for a surfwear label, a local café, or a creative entrepreneur, the same workflow applies. A shot list, mood board, thoughtful location choices, and consistent editing will make any small business photoshoot look polished and professional.
What presets are best for surf and lifestyle photography?
Presets designed for coastal light work best, since the ocean and beach have their own color palette. My Oceania Presets were created specifically for surf and lifestyle campaigns, helping you edit quickly while keeping a cohesive, natural look.