Better With Age

A few years back I had an old friend comment on an Instagram post and call me out on never having any older models on my feed. She was commenting that older women get married, too- and there is a massive under-representation in the bridal world of brides who aren't young, thin, white, and blonde. Her comment stung when I read it, initially, because deep down I knew she was right- I had a major beauty bias and it showed through the pictures that were represented on my Instagram.

I realized I needed to do some soul searching on why I only showed young, thin, white models. I realized I grew up in a culture that praised those traits as the ultimate beauty. I was caught up in a world that told me that if you have an extra roll or an extra wrinkle, to hide it and get rid of it.

When I started this new business I really wanted to change that. I was (and am still) embarrassed for the lack of diversity I show in my work- and I know this isn't just my problem. It is the whole editorial/fashion/Instagram world at large. That is what inspired this shoot I put together with Sarah Bradshaw. Just a simple test shoot, but it reminded me that beauty is so much more than what we see in magazines. All of us who are in the editorial world of creating content and imagery have a responsibility to represent different cultures, ages, sizes- to normalize beauty as being found within our differences. It will help remind us all that beauty, although exists physically, is more a celebration of our differences.



One of the areas we have been focusing heavily on is working with the hotel industry, particularly bigger hotel brands, to update and elevate their imagery content for their website and social. A lot of these classic and well-known brands have imagery that just feels out of date and haven't really kept up with the current trends that a lot of the younger generations are buying into. Particularly with the influx of the perfectly curated Pinterest weddings, a lot of these bigger venues that use to sell themselves by name and reputation alone, are having to up their imagery game to help future brides envision their perfect wedding day taking place in their event spaces.

This particular shoot we did was to update some wedding images for The Ritz Carlton. The task was to create a "Brunch Wedding" that still fits within the Ritz Carlton brand and vibe, but feels more updated, fun, and bright. Here are a few of the images we came up with. Not my typical style, but we also work hard to create imagery that fits within the brand's standards and I think these images did just that:

Credits: Photography: Greg Powers, Art Direction & Styling: Veronica Rogers for Type A Society, Flowers: Lori Tran for Wild Green Yonder

As seen in Engaged Magazine.

Mood Board: Where We Began

Every creative project has a starting point. A point of inspiration that draws our minds to wander and flow. After filling out my initial branding questionnaire, we began with an inspiration board. A way to connect images to the words I had been pondering. Here are some of the images we started with in an attempt to put definition around this new adventure.

This is a test

It's so exciting to have hit my stride in our branding direction. When you start with an idea, and that idea leads to another and another- to see where you finally land and how your ideas develop over time keeps me feeling inspired. Even though we've landed here for now, we are constantly progressing and developing and refining our ideas and I'm sure I will be changing a lot over the years, but I'm very happy with this new beginning.

Branding From the Other Side

Art Direction / Veronica Rogers

So much of branding requires deep digging. Navigating through questions such as who is your ideal client? And what is your ideal client passionate about? What are some core values that would resonate with your ideal client? Working through these questions for my own branding made me realize that I am used to being on the other side of the whole branding experience as the question-asker and information seeker, rather than the one having to do the digging and answering. Figuring out who you are, whether it be in business or in life, is no easy task. It takes commitment to do hard work and deep thinking. And most of all, it takes courage to be laid bare-- to put your heart and desires out there for all to see.

he more you are willing to dig and be vulnerable, the more your authentic, true brand will shine through. The more willing you are to stand out and be who exactly who you are unapologetically, the more people will connect to you and your story and the products and services you are trying to sell. My desire for this space is to share my process and thoughts on branding your business, while also allowing you into the behind the scenes of my own.