Behind the Lens with Elin Bandmann: Capturing the Heart of a Brand
As image enthusiasts here at TDO, we're always attracted to beautiful (real) photography and Elin is one of those amazing photographers we always turn to for client recommendations. As you can see from the images across our own website, she has an uncanny ability to capture people naturally, creating authentic, personality-filled imagery. Not only does she make the whole process feel effortless, but she also delivers a huge library of images that can be used across websites, social media, marketing campaigns and so much more. Based on the Northern Beaches of Sydney, Elin is known for her ability to capture genuine moments, natural personalities and the stories that make businesses unique. Her work blends creativity, intuition and strategy, helping brands show up authentically and connect with the people they want to reach.
We sat down and had tea with Elin to discuss her approach to photography, why authenticity matters more than ever in the age of AI and how business owners can get the most from a branding shoot.
TDO: Your photography has such a relaxed, emotional feel to it. What's your secret to making people feel comfortable in front of the camera so quickly?
Elin: A lot of it comes from weddings, actually. Weddings teach you to think on your feet and bring out genuine emotions in people who aren't used to being in front of the camera. That's something I've carried across into branding photography.
I think it's about having flexibility and intuition. Even when you've planned thoroughly, you still need to adapt on the day. I get inspired by the environment, the light, and the person I'm photographing. I'll often get ideas on the spot based on what we have to work with and how I can frame things naturally.
For branding photography, I'm also very conscious of the end result. I'm thinking about how the images will be used: whether that's vertically, horizontally, where text might sit, and how the photos can work across different platforms and marketing materials.
TDO: We know how fast you think on your feet during shoots. How important is adaptability when it comes to capturing great brand imagery?
Elin: It's incredibly important. You can plan everything beforehand, but once you're on location, things change. The light changes, the environment changes and sometimes the ideas you had beforehand just don't feel right in the moment.
Being adaptable allows you to create something unique rather than simply repeating what someone else has done. I draw a lot of inspiration from what's around me and respond to the environment and the person in front of me. That's often where the most creative and authentic images come from.
TDO: In a world full of AI-generated content, why do you think authentic, personalised photography matters more than ever?
Elin: That's such a good question.
I think it comes down to trust. For a business to have a soul and tell a story, people need to feel connected to the person behind it. These days, potential clients want to know who they're buying from.
AI can create beautiful content quickly, and it can certainly help with some areas of business. But what will actually stand out is what's real. When I can tell something is entirely AI-generated, I don't feel cared for, I don't feel seen and I'm not sure I can trust it. Those are huge factors when people are deciding who to buy from. People aren't just buying products anymore: they're buying the whole experience and the story behind the brand.
The other thing is that AI-generated content isn’t accessible to everyone. What makes your brand unique is you. Your story, your personality. and the human element behind your business can't really be outsourced. That's the part people connect with.
TDO: What do you think separates a "nice photo" from imagery that actually connects with people and tells a brand story?
Elin: The truth might lie in the story.
A nice photo can look great, but does it actually tell people something about you? Does it bring out your personality? Was it created with your story in mind, or is it simply trying to look like what everyone else is doing?
The foundations of branding are understanding what makes you different. Great brand photography should highlight those differences rather than hide them. Light plays a huge role too. As a photographer, I'm guiding people into the best light and helping create images that feel natural and impactful.
It's also about showing people in their element. Are they doing something they genuinely do in their business? Are they interacting with clients, creating, teaching, building, or serving? Those moments tell a much stronger story because people get a sense of what it's actually like to work with you.
TDO: Zoe has used you for her own personal brand shoots, and one thing we always notice is how naturally you capture personality. How do you bring that out in people who say they hate having their photo taken?
Elin: Most people feel uncomfortable in front of the camera at first and that's completely normal. For me, it's about creating an environment where people can relax and stop focusing on the fact they're being photographed. That's why I often incorporate activities that are natural to their work rather than simply asking them to stand and pose.
When people are doing something they're passionate about and feel comfortable in their environment, their personality naturally comes through. That's where the genuine moments happen, and those are usually the images people love most.
TDO: What are the biggest things business owners should do to prepare for a branding shoot?
Elin: In an ideal world, a business owner has a clear understanding of their brand before the shoot. They know their values, who they're serving, and how they want to be perceived.
That groundwork makes a huge difference because it helps us create images that are personal and attract the right clients. It's also helpful to have a clear idea of where the images will be used. For example, if they're primarily for a website, it helps to know what sections need imagery and how the site will be structured.
Before every shoot, I guide clients through the preparation process. We discuss ideas, mood boards, locations, wardrobe and expectations. I'll often jump on a phone call beforehand as well so we can make sure we're aligned and create a plan that feels authentic to them.
TDO: What are some common mistakes you see businesses making when it comes to their brand photography?
Elin: One of the biggest mistakes is trying to be someone else.
Sometimes people become focused on trends or what everyone else is doing instead of leaning into what makes them unique. The most powerful brand photography comes from highlighting what sets you apart.
Another common mistake is not thinking long-term. People often think they just need a headshot and don't consider creating a library of brand assets that can support their marketing for years to come. I also think fear can hold people back. Some business owners don't want to put themselves out there, but showing the human behind the brand is more important than ever. There's literally nobody else like you, and people connect with people.
If you want your brand to feel personal and memorable, you need to be part of the story.
TDO: We always say great imagery can completely change the impact of a brand and website. From your perspective, how important are professional photos in the overall branding process?
Elin: Professional photography plays a huge role because it's often one of the first things people notice.
People want to know who they're buying from. When I visit a website, one of the first things I look for is the people behind the business. Professional imagery helps create trust, credibility, and connection. Strong branding isn't just about looking good: it's about helping people understand who you are and what it's like to work with you.
TDO: We loved having you involved in the recent Adam Scougall project. What's your approach when collaborating with designers and creatives on a shoot?
Elin: Collaboration always creates the best results.
When working with designers and creatives, it's important that we're all aligned on the bigger picture. Understanding the brand strategy, website layout, and intended use of the images allows me to create photographs that support the overall vision. I love working closely with creative teams because it means we're all bringing different strengths to the project and creating something that's stronger together.
TDO: Can you walk us through the packages you offer and what's included in each?
Elin: I currently offer three main branding photography packages.
Short & Sweet (2 Hours) Perfect for businesses that are just getting started or need a smaller collection of fresh brand imagery. It's ideal for updating headshots, creating website content, or building a foundation of professional photos.
Half Day Shoot This option allows for more variety, including additional locations, content for social media, and a broader range of imagery. It's a great fit for businesses launching new offers, courses, or campaigns.
Full Day Shoot The full-day experience provides the most comprehensive content library. It allows us to capture multiple aspects of your business, create a large bank of images for social media and marketing, and produce content that can support your brand throughout the year.
I'm always refining my offerings and exploring new ideas, including branding photography days that may become available in the future. I like to keep things simple and focus on creating packages that genuinely meet my clients' needs without overwhelming them with too many options.
About the Author
Hi! I'm Elin.
I'm originally from Sweden, which probably explains my love for slow summers, icy swims, and picking blueberries. I love spending time by the ocean or in the bush... surfing, camping, or exploring with my family and friends.My Scandinavian spirit equally loves thoughtful design, spaces with soul, beautiful art and immersing myself in creative, inspiring communities. Getting to know the people I photograph is genuinely one of my favourite parts. Whether it's your wedding, your small business, or a commercial event, I notice what's happening around you. The laughter, the glances, the connection between people. I give natural direction whenever needed, but above all I'm there to pay attention — to the little things and the in-between moments, and tell your story in a way that is timeless and true to you.For me, it's about more than just pretty photos. It's about the essence, the real and meaningful, and preserving the memories that bring back the warmth, the fun, and the energy of how the day truly felt.
Storytelling. Being present. Caring deeply. That's how I bring your story to life.
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