Why Pre-Production Is the Backbone of Food and Brand Photography

I’m currently working with an ice cream brand on a complete image overhaul—over 50 products to style, shoot, and deliver with consistency and clarity. Originally, I was hired for photography and styling. But once the planning began, it became clear that the shoot needed more than just someone to capture beautiful pictures.

They needed a strategy. A through-line. Someone to not just execute, but lead.

This is where my consulting and branding work folds into the creative process. A successful shoot doesn’t start on set—it starts well before, with careful planning, intentional choices, and a clear vision. Here's how I approach that work:

Brand Discovery That Informs Everything

Before anything visual is created, I take the time to understand the brand from the inside out. This includes tone of voice, visual history, competitive space, and customer touchpoints. These insights guide every styling choice, every lighting decision, every frame. Without this foundation, the imagery can drift into “generic”—and that’s the last thing any brand wants.

A Visual Guide That Keeps the Work Cohesive

For this shoot, I created a comprehensive styling and direction guide that outlines the aesthetic framework: color palette, lighting style, texture, angle preferences, and mood references. This keeps everything visually consistent—even as we move across flavors, formats, and scenarios. It’s not just a moodboard; it’s a strategic map for the shoot.

Shot Lists That Serve a Bigger Purpose

Shot lists are often treated like a formality, but I treat them like a creative strategy tool. Each item is mapped with orientation, styling notes, packaging vs. product needs, and specific uses (e-commerce, social, print, etc.). When you’re shooting dozens of SKUs, this level of detail allows the shoot to move with purpose—not panic.

Prop Planning That Builds the World

I handle prop sourcing and selection with the same intentionality as the photography itself. Every surface, utensil, textile, and background is chosen to reflect the brand’s story. Props shouldn’t just fill the frame—they should support it. This level of planning also prevents decision fatigue on shoot day, keeping the energy focused and the set moving.

Production Planning That Makes It All Possible

Behind every successful shoot is a solid plan. I build schedules that account for things like melt time, natural light shifts, prop resets, and breaks. I anticipate what could slow us down and plan around it. This level of production support allows the creative to flow without interruption—and that’s when the best work happens.

This is the work most people don’t see. It’s the invisible architecture that allows everything else to hold together. It’s also what makes the difference between a photo that’s technically fine, and one that actually feels like the brand.

If you're building a brand—or refreshing one—it pays to work with someone who brings both vision and structure. I offer branding, creative consulting, and full-scale production support for shoots that need more than just pretty pictures. Because the best work doesn’t just happen. It’s built—thoughtfully, intentionally, and before the shutter ever clicks.