Sue Porter Photography: Unlocking a distinctive brand and voice

Sue Porter is a talented photographer who, despite two decades of experience, had yet to build a brand and online presence that reflected the quality of her work. I worked with Sue to uncover the story, positioning and voice at the heart of her business, then partnered with designer Tash Smith-Langridge to turn that thinking into a distinctive brand identity and website that gave Sue the platform and confidence to tell her story and grow her business.

Sue had spent almost twenty years taking beautiful photographs professionally. But as a busy mum who’d moved countries every few years, she’d rarely had the time or headspace to articulate her own brand. She’d tried to build a website more than once, but never quite found the words or look that felt right. It wasn’t a lack of creativity or skill; she needed a thought partner to help draw out her vision.

The challenge was to create Sue a brand and website that felt unmistakably her: warm, personal and quietly confident. That meant uncovering her story, her values and her voice; then turning these into a clear identity, a messaging framework and a website to share it all. She needed:

  • A distinctive visual identity and brand

  • Clarity on who her clients are and how best to structure and price her services

  • A website that showcased both her work and her personality

  • Brand foundations that could support future marketing and growth

The challenge

Strategy: Finding Sue’s story

The starting point was finding the story, positioning and voice that could make Sue’s business feel as distinctive as her photography. I worked with Sue to uncover what made her different, who she wanted to work with and what she wanted people to understand about her approach. From there, I defined:

  • A clear position rooted in Sue’s personality, experience and photographic style

  • The clients she wanted to attract and the value she brings to them

  • A distinctive voice that felt warm, personal and quietly confident

  • A clear messaging framework to guide her website and wider communications

  • The foundations for a visual identity that could express the story we had uncovered

This gave Sue a clear story and strategic foundation to build her brand around.

Delivery: Building her brand to drive demand

Story and brand development

  • Crafted Sue’s founder story and personal narrative, helped shape her business model and pricing, and developed case studies and testimonials to demonstrate her expertise

  • Produced the visual identity around Sue’s positioning, personality and photography, which include a logo, colour palette, typography system and icon motif

  • Created a Brand and Messaging Handbook bringing together Sue’s positioning, story, tone of voice and key messages with guidance for rolling out the new brand

I brought in Tash Smith-Langridge via The Seaflowers Collective to help translate Sue’s story into a distinctive visual identity and digital presence. Together we:

Website

  • Designed and built a new website on Squarespace from scratch

  • Structured the website around Sue’s audiences, services and portfolio

  • Developed the messaging and service descriptions

  • Selected imagery to showcase her work

  • Applied SEO foundations

Results and impact

Rather than telling Sue who she should be, the process helped uncover what already made her distinctive, then gave her the brand, language, platform and confidence to communicate it. Tash and I:

  • Created a distinctive brand identity and messaging framework from scratch

  • Defined clear positioning, audiences and service offers

  • Built a website that showcases Sue’s work while communicating her personality and approach

  • Created dedicated case studies and testimonials to build credibility and support enquiries

  • Gave Sue a clear framework for communicating her business consistently across her marketing

  • Transformed Sue’s confidence in presenting and talking about her business

Client testimonial

“Ohhhhhhhhh my goodness, I’m actually crying!!!!!! It looks so beautiful and so professional. I’ve never seen my photos look like this before and it’s just so amazing seeing them in this gorgeous way!!!!! THANK YOU SOOOOOO MUCH 💕💕🥰

I cannot explain how much I love what you have created! I have attempted to build a website for years and it just never hit the mark or felt like me. This website immediately feels like me.

I am SO grateful to both of you for all the work you have put in and for totally getting what I wanted, and putting that into a visual space that works so beautifully. The Messaging and Brand Handbook and is also so helpful - and beautifully presented! I am genuinely so excited to get my messaging and website out there!

Honestly the two of you are an absolute force and being able to offer something like this to people like me is such an incredible game changer for small businesses. I’m so grateful and I feel excited to show people my work and feel really proud of it, whereas in the past I’ve just felt like I couldn’t do it justice.

I also cant believe how quickly you have managed to do this! My mind is blown!”

— Sue Porter, June 2026

Services

  • Find Your Story: Discovery, positioning and value proposition, messaging and story development, tone of voice and communications principles

  • Build Your Brand: Brand identity, photography, website design and build

Timeline

May 2026

  • Discovery - understanding her business and audiences

  • Story - messaging development

June 2026

  • Brand - brand development

  • Brand - website design and build

Ready to find your story?

If you know you’re great at what you do, but struggle to articulate what makes your business different and why people should choose you, let’s talk.

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