PORTFOLIO 101 - Building Concepts with Intention
Analyzing the elements of a strong shoot and creative direction
Ever since I decided to build a career in photography, I knew doing portfolio shoots was the way to start and grow. So, I posted a call in a Facebook group with a moodboard and a few pictures I had taken of a friend — and that’s how I organized my first two shoots: one with just a model, and then another one with a model, a makeup artist, and a stylist.
This was all very new to me, and when those people started posting the material we had shot together, a lot of others began following me on Instagram. From that, I even had more models — or aspiring models — messaging me to shoot together.
Obviously, as a new photographer, I was really excited and started organizing a lot of shoots with all these new people. But every time someone shared the photos, I’d get at least three girls messaging me to shoot — and at some point, I realized I was just creating for the sake of it, without a clear direction (and also spending lots and lots of money on film rolls).
I’ll admit, it helped me connect with a lot of people, which is really fun and always useful — but when I looked at my portfolio, I just wasn’t feeling it.
I remember this one time when I was creating my first pitch for a brand. I made this beautiful moodboard for a beach shoot to show my idea… and then, when I started putting together some of my own photos to build the portfolio slide in the PDF, I realized my work looked nothing like the references I had chosen. The aesthetic was different. The models, the posing, the light — there were just so many differences. And that’s when it hit me: I had been shooting with no intention at all.
So today I want to walk you through what I’ve learned about building intentional concepts for your portfolio — ones that reflect your voice and move your career forward.
Gaining Clarity and Thinking Beyond the Shoot
After this wake-up call, I decided to pause for a second and take some time to reflect.
What kind of brands do I want to work with? What’s their aesthetic like? Who do they collaborate with?
What aesthetic feels most aligned with me? Does it match the brands I want to partner with?
Who am I trying to attract with these shoots?
What story do I want to tell? What feeling should this shoot evoke?
As I always say, journaling has played a huge role in my career from the start. Sitting down with myself to analyze where I want to go, who I want to work with, and being clear on my goals and aspirations — that’s what gave me clarity. I honestly believe it’s the first step toward getting anywhere.
Comparing my work to the shoots of some of my dream brands gave me the insight I needed to see what was missing in my portfolio. It showed me the things I needed to change or refine in order to create a body of work that truly aligned with my style, my goals, and where I want to be.
One of the biggest mindset shifts I had was understanding that every shoot builds a universe. It’s not just about capturing a cute outfit or a pretty face. It’s about creating a mood, a feeling — a visual world where your dream client can see themselves.
Let’s analyze it together.
Behind the Vision: The Power of Creative Direction
If you’re starting from scratch, looking to update your portfolio or trying to be more intentional, I want you to know something: you don’t need to organize 20 new shoots. Three well-thought-out shoots that tell a clear story are worth more than ten random ones that don’t really say much. And if you’re shooting on film like me, this kind of planning can also save you a ton of money.
Let’s start with the most important piece: the concept.
There are a million creative ideas you could explore that might look cool or be fun to shoot, but... do they bring you closer to the kind of work you want to be hired for? Could this concept live in the world of the brands you admire? Could one of those clients see your shoot and feel like it belongs in their campaign? Does it reflect their message, tone, and aesthetic?
This doesn’t mean you can’t create for the love of it — I’m all for passion projects. But when your time, energy, and resources are limited (and you’re working toward being hired), it makes sense to focus on the intersection between the aesthetic you love and the one brands are willing to invest in.
So, let your mind dream up concepts that excite you, maybe even challenge you a little — but that still feel connected to the type of work you want to attract.
Once you’ve got your concept, start thinking about the elements that will bring it to life:
Location
The backdrop you choose is never just a background — it’s part of the story. Whether it’s a beach, a city street, a vintage motel, or your friend’s apartment, the location sets the mood and tone instantly.
Ask yourself: Does this place align with the feeling I want to evoke? Would the kind of brand I want to attract shoot here too?
Model
Your choice of model is key to the energy of the shoot. Think beyond the face — pay attention to the expressions, movement, personality.
Does this person fit the vibe of your concept? Can they embody the emotion you want to communicate? Would they feel at home in the brand world you’re trying to tap into?
Here’s my maybe controversial opinion: when you’re just starting out, it’s totally fine to shoot with your friends. But if you want to level up your work, you’ll want to collaborate with professional models — people who’ve worked with brands before and know how to move in front of the camera. Don’t be afraid to reach out to agencies or freelance models in your area and share your concept. You might be surprised by how many are open to collaborating.
Styling
This is what ties your concept together and makes it feel elevated and intentional. It doesn’t need to be designer or expensive — it just needs to make sense within the world you’re creating.
Styling can either sell the story or distract from it, so think carefully about shapes, textures, and how the clothes interact with your background and light.
If the concept had a specific brand in mind, then try to get a similar kind of wardrobe even though it may not be from that brand itself.
Team
Do you need a stylist? A makeup artist? An assistant? Think about whether you can and should bring in others to elevate the shoot.
Sometimes you can do it all yourself. Other times, collaborating with the right people brings in new energy and allows you to focus more on your role as the photographer and director.
Again, don’t be afraid to reach out to people you follow on Instagram — connections are everything. There’s nothing like finding a team you enjoy working with, and can actually have fun with along the way.
At the end of the day, all these elements — the location, the model, the styling, the team — are building blocks of a bigger picture. When they’re chosen with care and intention, they don’t just make a shoot look polished — they make it feel like something. That’s what pulls people in. That’s what makes a brand stop scrolling. So instead of asking, “Is this pretty?” start asking, “Does this say something?” Because when everything works together, you’re not just creating content — you’re telling a story.
Bringing It All Together
If you’ve made it this far, I hope this helped you see your portfolio not as a collection of pretty images, but as a carefully curated showcase of your vision and potential. Every decision you make — from the model to the mood, the outfit to the location — is a chance to speak directly to the kind of client you want to work with.
It’s not about having the most elaborate productions or the biggest budgets. It’s about intention. Direction. Alignment.
You’re not just building a portfolio — you’re building your visual voice.
So next time you plan a shoot, ask yourself: Does this feel like me? Does this move me closer to where I want to go? Would my dream client pause and take notice?
That’s when you’ll know you’re on the right track.
Want to Go Deeper?
If you’re feeling inspired and ready to start building a portfolio that actually opens doors, I created something to guide you even further.
My new ebook “BOOKED” is a hands-on resource that walks you through everything we talked about here — and more. It includes:
Exercises to help you define your dream clients and analyze your portfolio
Email templates to reach out to brands
Real examples of messages that landed me campaigns
A customizable visual proposal you can use to pitch your ideas
A guide on how to use the templates and resources to start booking jobs you love
Think of it as your creative roadmap — whether you're just starting out or ready to take your next big leap.
You can check it out here.
If you’re new to A Photographer’s Diary, welcome! ✨
I hope this space inspires you to chase your creative dreams — and take bold steps toward making them real.
If you want to dive deeper, you can check out my ebook Booked — a guide to help you start working with brands as a photographer. Or, if you'd like some one-on-one guidance, you can also book a Creative Session with me. I’d love to connect!
Have questions or a topic you’d like me to cover? Drop me a comment or email me at florenciaolssonc@gmail.com.
Thank you for being here!