We live in a world where visuals speak louder than ever. Whether you're an entrepreneur, freelancer or creative professional, your brand identity is what sets you apart. But how do you translate that identity into images that not only reflect who you are, but also what you want to convey? We spoke with Claudia from Maui Fotografie about her vision on brand identity, the power of visual storytelling, and the role of a good location – like The Livingroom – in capturing a strong personal brand.
“I don’t just photograph people – I photograph brands.”
Claudia’s journey into photography began eight years ago when she picked up her first camera. What started as a way to find calm and capture light while travelling, evolved into a thriving business. In 2024, she decided to merge her marketing background with her passion for photography – and it turned out to be a winning combination.
“As a photographer, I don’t just focus on composition or technique – I look at strategy. What does someone want to communicate? What’s the story behind the brand? That’s where the essence lies.” She sees her role not just as a photographer, but as a creative sparring partner. In every project, she helps translate someone’s message into compelling visuals.
“As a photographer, I don’t just focus on composition or technique – I look at strategy. What does someone want to communicate? What’s the story behind the brand? That’s where the essence lies.” She sees her role not just as a photographer, but as a creative sparring partner. In every project, she helps translate someone’s message into compelling visuals.
What brand identity means in photography
Brand identity is the complete picture of who you are as a business owner – what you do, what you stand for, how you communicate, and how you come across. It goes far beyond a logo or colour palette. It’s the feeling people get when they interact with your brand. Branding photography plays a crucial role in this. Images make your brand tangible. They show who you are and what you stand for – even before someone has spoken to you. “You can have a stunning website,” Claudia explains, “but if the photos don’t align with who you are and what you do, you miss the connection.”
That’s why she always starts with the right questions: Who are the images for? What do you want to express? And what feeling do you want to evoke in your audience? Her approach is all about authenticity. No overly posed glamour shots – just images that reflect who you really are. Claudia: “You don’t have to wear a suit to come across as professional,” she adds. “It’s better to show up the way your ideal client would actually meet you.”
That mindset begins with a personal intake, where the focus is not on the shoot, but on the brand and the person behind it. Who are you? What drives you? And what do you want people to feel when they see your images?
The next step is a strategic session to further shape the brand identity. Think moodboards, makeup, styling – and, if desired, a content planThis way, a visual story is created that’s not only beautiful, but also aligns perfectly with your brand. The result? A tailor-made image library for your website, social media, and all marketing efforts.
Brand identity is the complete picture of who you are as a business owner – what you do, what you stand for, how you communicate, and how you come across. It goes far beyond a logo or colour palette. It’s the feeling people get when they interact with your brand. Branding photography plays a crucial role in this. Images make your brand tangible. They show who you are and what you stand for – even before someone has spoken to you. “You can have a stunning website,” Claudia explains, “but if the photos don’t align with who you are and what you do, you miss the connection.”
That’s why she always starts with the right questions: Who are the images for? What do you want to express? And what feeling do you want to evoke in your audience? Her approach is all about authenticity. No overly posed glamour shots – just images that reflect who you really are. Claudia: “You don’t have to wear a suit to come across as professional,” she adds. “It’s better to show up the way your ideal client would actually meet you.”
That mindset begins with a personal intake, where the focus is not on the shoot, but on the brand and the person behind it. Who are you? What drives you? And what do you want people to feel when they see your images?
The next step is a strategic session to further shape the brand identity. Think moodboards, makeup, styling – and, if desired, a content planThis way, a visual story is created that’s not only beautiful, but also aligns perfectly with your brand. The result? A tailor-made image library for your website, social media, and all marketing efforts.
The power of location: daylight studio The Livingroom in Amsterdam
A key part of every shoot is the location. And according to Claudia, there’s one place she always comes back to: The Livingroom– our daylight studio in Amsterdam, designed specifically for visual storytelling. “The light here is absolutely beautiful. For me as a photographer, that’s the foundation. But what really makes The Livingroom special is its versatility.”
With aesthetically coloured walls, stylish furniture and a wide range of props, the studio offers endless possibilities. In just one session, you can create multiple looks – all while maintaining visual cohesion. “You can create a complete image library here in just a few hours – from bright, fresh setups to warm, intimate portraits. That makes it incredibly valuable for entrepreneurs who want to be visible.”
And it’s not just a feast for the eyes – The Livingroom is also practical. Think dedicated styling areas, space for outfit changes, and a relaxed atmosphere where even the most camera-shy client feels at ease.
With aesthetically coloured walls, stylish furniture and a wide range of props, the studio offers endless possibilities. In just one session, you can create multiple looks – all while maintaining visual cohesion. “You can create a complete image library here in just a few hours – from bright, fresh setups to warm, intimate portraits. That makes it incredibly valuable for entrepreneurs who want to be visible.”
And it’s not just a feast for the eyes – The Livingroom is also practical. Think dedicated styling areas, space for outfit changes, and a relaxed atmosphere where even the most camera-shy client feels at ease.
Looking ahead: the future of personal branding
Claudia sees a clear shift: people buy from people. We’re no longer drawn to faceless companies – we seek real stories, real people, and genuine connection. That’s why branding photography is more important than ever. “If you don’t show your face, someone else will,” she says. “And people value connection now more than ever.” For entrepreneurs who are their brand, visual branding is no longer a luxury – it’s essential. Not to appear perfect, but to show up consistently and authentically.
Claudia sees a clear shift: people buy from people. We’re no longer drawn to faceless companies – we seek real stories, real people, and genuine connection. That’s why branding photography is more important than ever. “If you don’t show your face, someone else will,” she says. “And people value connection now more than ever.” For entrepreneurs who are their brand, visual branding is no longer a luxury – it’s essential. Not to appear perfect, but to show up consistently and authentically.
We asked Claudia for her ultimate tip for anyone considering a personal branding shoot: “Go back to your why. Why do you do what you do – and for whom? Once that’s clear, you can create images that not only look good, but truly resonate.”