Finding Her Aim:
A Personal Brand Photography Case Study for Apollo Consultancy Group
AT A GLANCE
CLIENT: Angel Cottrell, Apollo Consultancy Group | FOCUS: Personal brand photography translating a strategist's own coaching philosophy, "Aim, Commit, Grow," into a cohesive visual identity | LOCATION: San Luis Obispo, CA | ENGAGEMENT: Nov 2019
Personal Brand Photography Case Study for Apollo Consultancy Group
The Situation
Angel Cottrell spends her career helping entrepreneurs get out of their own way. As an executive coach and strategic consultant, her entire practice at Apollo Consultancy Group is built around a simple, hard-nosed philosophy: Aim. Commit. Grow. She helps founders close the gap between where they are and where they want to be.
What she hadn't done yet was turn that same clarity on herself. Angel had the expertise, the client results, and the message; she just didn't have a visual identity pulling it into one cohesive package. She knew exactly what strategic branding looked like when she saw it. She just hadn't been able to dial her own into focus.
The Strategic Decision
Angel and I met when I presented to a NAWBO event in Bakersfield, and she hired me almost on the spot. As a business coach and brand strategist herself, she immediately recognized that I understood branding on a strategic level, and she knew she needed that outside eye turned on her own image. She made the drive from Bakersfield to San Luis Obispo for the session itself, which we split between Downtown SLO and my studio; a level of investment that matched how seriously she was taking the work.
Before we ever picked up a camera, we did the work most photography sessions skip: a full brand persona exercise. Angel's top characteristics: Knowledgeable, Insightful, Open, Empathetic. Her top values: Strategic, Passion, Competitive, Confident, Focused. These became the filter for every choice in the session: how she'd stand, what she'd wear, what a given frame needed to communicate before we ever composed it.
That process also gave us the session's signature image. Angel was already building a bow-and-arrow motif into her own logo, a direct visual echo of "Aim," so we made sure to capture her actually drawing a bow, mid-focus. It's the one editorial moment in an otherwise portrait-driven shoot, and it does more work than any posed headshot could: it shows precision and intent instead of just stating it. Her designer was working on her logo; the photography built on an identity element that was already underway.
SERVICES —
- Brand Strategy
- Personal Brand Photography
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This session gave Angel clarity in the one area she hadn't strategized for herself yet: a personal brand image as intentional, confident, and focused as the coaching she gives every client
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Outcome
"Absolutely fabulous. Life-altering experience... I was blown away by her expertise and professionalism... Gina worked through my brand messaging and also spent an entire day with me and provided an incredible amount of photography... Even though I am the CEO of my own company, I don't feel confident doing this type of marketing for myself. I appreciate her generosity and for putting me in a position that is going to make my business shine."
— Angel Cottrell, Apollo Consultancy Group
Takeaway
Angel spends her career helping other entrepreneurs find their aim. This session gave her the same clarity in the one area she hadn't strategized for herself yet: a personal brand image as intentional, confident, and focused as the coaching she gives every client who walks through her door.
Makeup and Hair by Tami Bernard Makeup
