Client: Helaine Shpritz Chiropractic
Helaine has been in practice since 1997 with offices in downtown San Francisco and San Diego. She has loyal patients from teens to retirees, athletes to photographers. Her website bio states: "I love to make the process of healing fun. My patients inspire me to learn more and explore more ideas and ways of thinking. There is no one-size-fits-all approach because health is as individual as your fingerprint. I’m here to help you feel lighter and brighter in your body."
Condition
Helaine approached me about two visual asset needs:
refreshing her headshot to update her online professional identity, and
having candid images that reflected her brand to use in her blog and social media to market her business.
She was using a photo that was more than 5 years old! Best practice is to update professional portraits every 3-5 years, or when you have a major makeover or change in appearance. A good headshot allows people to immediately recognize you in person and a great headshot will also convey a sense of how you are in person: warm, friendly, professional, creative, smart, thoughtful, etc.
Helaine was also planning on ramping up her marketing efforts via her blog and Instagram account and wanted quality images to complement her written content and draw readers in.
Treatment
Helaine initially hired me to take her business portrait. We decided to do her portrait in my studio. I recommended she work with Christina Choi to have her make up professionally done before her session. Professional make up artists know how to apply make up that enhance a client's features and provides coverage for studio or day light. Their services also help clients such as Helaine feel more comfortable and confident in front of the camera. We discussed options for her wardrobe (blouse only since the headshot does not go below the shoulders), hair, and tips for preparing.
Based on that experience, she then returned to me to create custom stock images for her business marketing. Helaine wanted a variety of photos that captured her working with patients in her San Francisco office. She wanted images that felt true to who she is and how she interacts with patients so we decided on a date for me to come in and document her.
Brand Value
Helaine has an updated professional portrait for her business that matches her current look and reflects her character as a healer: warm, approachable, credible, and compassionate. She uses it on her About section of her website, her LinkedIn, and her Instagram account profile.
Helaine uses the branding images of her at work on all her marketing platforms: website, Instagram, and blog.
“Thought it was time to update my professional head shot since the last one was from 2011. Luckily I met Jung through a mutual friend and asked her if she could take my new portrait. It took me a bit to loosen up in front of the camera, but by the end of the session my true smiles were coming through. I have received so many compliments on my new picture and I feel like she was really able to capture me.
I also commissioned Jung to photograph me in my practice, working with clients. I wanted more documentary style photos for marketing purposes so potential clients can see my space and imagine themselves receiving care from me. Jung provided me with so many great images that I’ve been using on Instagram and my blog.
Jung is so easy to work with, extremely organized, and her high level of attention to detail makes her a truly wonderful photographer.”