When a brand is stepping into a new chapter, the people behind it have to show up differently too. That was the context for this shoot. Carla van de Merwe - founder of Tjirp Media, a marketing agency in the middle of defining its next direction - needed imagery that could carry that shift.
The brief wasn't about a look, it was about a feeling. Purposeful. Grounded. The kind of confidence that doesn't need to announce itself. No stiff corporate frames, nothing that felt borrowed from a stock photo template. Just Carla, the way she actually leads - with clarity and intention.
Tjirp Media works with brands on their voice, their presence, and how they connect with people. It made sense that the founder's own visuals had to reflect that same standard: crafted, considered, and unmistakably real.
The Brief
Carla came in at a pivotal moment for Tjirp Media. The agency was redefining its positioning, and she needed imagery that could carry the shift - across her website, social channels, and pitch decks. The ask was purposeful, grounded confidence. No stiff corporate frames, nothing borrowed from a stock photo template. She wanted to look like herself at her best, not like a version of herself filtered through someone else's idea of what a founder should look like.
The Approach
Personal branding photography lives or dies on authenticity. The camera picks up on performance, and so does the person eventually looking at the image. The goal here was to create frames that felt earned - moments in the shoot where Carla wasn't posing so much as simply being present. That's the headshot that works in a pitch deck and on a website and in a byline without ever feeling out of place.
For a marketing agency stepping into a new direction, the founder's face is part of the story. These images needed to hold weight.
Inspiration
The mood and references that shaped the visual direction.
Behind the Scenes
Process and production stills from the session.
"I knew immediately which photos I wanted to use. They felt like me - not like I was trying to look like a founder."
- Carla van de Merwe, Tjirp Media