Behind the Scenes: How Northern Timber Crafters Used Brand Photography to Elevate Their Business
When you think about timber framing, what comes to mind? Strength? Craftsmanship? A solid foundation?
That’s exactly how branding should feel, too. And just like you wouldn’t start building a house without a plan, you shouldn’t build a brand (or take brand photos) without one either.
That’s why Northern Timber Crafters started their branding journey with a Brand Blueprint—a strategic plan that ensured every photo captured their story, expertise, and the experience they offer to clients.
Why Northern Timber Crafters Needed a Brand Photography Upgrade
Before working together, Northern Timber Crafters’ online presence didn’t fully reflect their high-quality craftsmanship or the experience of working with them. Their website was missing:
✅ Professional project photography to showcase their impressive builds.
✅ Behind-the-scenes images to highlight their process and expertise.
✅ Team headshots to bring a personal, family-owned touch to their brand.
Like many businesses, they had been relying on a mix of stock images and iPhone photos, but they knew they needed something more polished and intentional to stand out.
Step One: The Brand Blueprint – Planning Before the Shoot
Great branding isn’t just about visuals—it’s about strategy.
Before we even picked up the camera, we walked through a Brand Audit & Blueprint to map out exactly how their brand should be represented visually.
Together, we got clear on:
🔹 Their brand mission & vision—how they want to be perceived.
🔹 The ideal audience they wanted to attract (homeowners & contractors).
🔹 The key shots that would communicate their craftsmanship and process.
This planning process ensured that their brand photoshoot wasn’t just a random collection of images—it was a visual storytelling tool designed to attract their dream clients.
Step Two: The Photoshoot – Capturing Their Craftsmanship & Story
With the blueprint in place, we set out to capture a mix of images that told their brand story:
📍 Behind-the-scenes shop shots – Sawdust flying, hands-on craftsmanship, and raw materials coming to life.
🏗 Project photography – Showcasing their stunning work, including commercial buildings like hotels and Silverwood.
👥 Team headshots – Putting a face to the business to build trust with potential clients.
We collaborated closely throughout the process—Northern Timber Crafters had specific must-have shots, and I provided creative and art direction to make sure we captured their brand in the best possible way.
The Transformation: How Professional Photography Elevated Their Brand
Since updating their website with professional images, Northern Timber Crafters can now confidently send potential clients to their site and know that their high-quality work is properly represented.
Their photography now reflects:
✅ The full client experience—what it looks and feels like to work with them.
✅ The quality of their craftsmanship—setting them apart in their industry.
✅ The personal touch—a family-owned business with approachable, expert services.
And the best part? They now have a bank of professional images they can use for marketing, social media, and even Pinterest SEO to continue growing their visibility.
Final Thoughts: Why Brand Photography Matters
If you’re a business owner, your brand photography isn’t just about having pretty pictures—it’s about:
📸 Building trust before someone even reaches out.
📸 Helping clients visualize the experience of working with you.
📸 Creating a premium, professional brand presence that attracts the right audience.
And it all starts with a solid brand strategy.
Because just like Northern Timber Crafters wouldn’t start framing without a blueprint, you shouldn’t build your brand without one either.
Ready to elevate your brand with strategic photography? Let’s talk about your Brand Blueprint today. 🚀
Their Google Review Says It All
Here’s what Northern Timber Crafters had to say about working together:
“We hired Janel to take pictures of our business to improve the authenticity of our website and marketing materials. We were so impressed with her detailed approach and beautiful photos that we hired her a second time to take finished project photos at several locations around the Sandpoint area. Janel is friendly, passionate, and went above and beyond to get the photos we requested. We highly recommend her to any small business owner!”