When you think of branding photos for a law firm, your mind might jump to stiff headshots and dark, traditional suits. But that is exactly what Zoi Jones of Gonzalez & Jones, APC wanted to avoid. As the daughter of Attorney Milton F. Gonzalez, Zoi represents the next generation of a family-run law firm that’s been serving their community for over 40 years. She came to me looking for a lawyer branding photoshoot that would feel modern, warm, and real—just like the firm itself.
A Fresh Take on Legal Brand Photography
Gonzalez & Jones isn’t your average law firm. They’re deeply rooted in family values, and their mission is to treat clients with the same care and dedication they’d give their own loved ones. That’s a huge part of what makes them special—and it was my job to help that come through visually.
Zoi’s goal was to move away from the typical “stuffy lawyer” image and give her family’s firm a modern, approachable brand presence that still communicated professionalism. She wanted to show potential clients that Gonzalez & Jones is a real team of real people who genuinely care.
Planning a Cohesive Brand Story Across Multiple Shoots
Over several photoshoots together, we created a full brand gallery that Zoi could pull from for her website, marketing materials, and social media. Each shoot had its own focus—from professional office portraits to lifestyle moments that reflected Zoi’s approachable energy and the firm’s client-first approach.
Every session was styled by the talented Abby Young Styling, who curated looks that were both elevated and authentic to Zoi’s personality. We also worked with Monina from Moderne Beauty to ensure her makeup felt polished but not overdone.
Shooting over time allowed us to tell a deeper story. It also meant we could adapt and evolve her imagery as her personal brand grew—which is one of my favorite parts of working with clients on a long-term basis.
Lawyer Photoshoot Ideas That Go Beyond the Basics
If you’re planning a lawyer branding photoshoot and want to avoid the cookie-cutter look, here are a few takeaways from Zoi’s sessions:
- Incorporate lifestyle shots that show personality. Things like working at a desk, reviewing client materials, or walking through a city neighborhood to show off the community are great.
- Use props intentionally. Think: favorite books, meaningful office décor, or even coffee mugs that feel on-brand.
- Balance formal and casual outfits to reflect both authority and approachability.
- Don’t be afraid to smile! Warmth and relatability matter just as much as expertise.
The End Result: A Brand That Reflects Both Legacy and Leadership
Zoi now has a collection of images that capture who she is: a modern attorney who honors her firm’s legacy while bringing a fresh perspective. Her brand photos help her connect with the clients who matter most: the ones looking for legal guidance that’s as compassionate as it is capable.
Lawyer Branding Photos
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