A Bold Rebrand Through Visual Photography
House of Samantha and Leslie Rodriguez Photography
At House of Samantha, a new sister company to House of Joy focusing on creative direction and styling, we understand how essential it is for a brand's visual identity to align with the spirit and energy behind it. That was the heart of our collaboration with Leslie Rodriguez Photography. Leslie, a talented photographer with national reach, was in the midst of a full rebrand. She had come to the realization that her previous brand imagery didn’t reflect the bold, vibrant, and powerful personality she wanted to project. Our goal was to help her step into her identity as the leader of her company, with images that matched her vision.
Leslie’s journey to redefine her brand started with a desire to connect more deeply with her ideal clients - creative, urban professionals from cities like New York and Chicago. While based in Louisville, Leslie serves a national clientele, and she needed her brand to speak directly to them. She wanted her imagery to convey power, joy, and happiness, but not seeking to cater to everyone. To achieve this, we worked closely with Leslie to find clarity in her brand’s direction. She knew she wanted to embrace her love of color and reflect her personality in a way that was bold but not overwhelming. At the same time, she wanted to be seen as the leader of her business, someone who was powerful, confident, and in control.
Leslie’s background as a singer in a Louisville band gave us a rich well of inspiration to draw from. We incorporated elements of her musical past into the shoot, starting with whiskey as a prop - an homage to her time performing in bars and venues and of course Kentucky. The idea was to subtly nod to her rock-and-roll roots while presenting her as a polished and professional businesswoman. We knew the key to the shoot would be balancing Leslie’s vibrant personality with her leadership role. We opted for a mix of powerful poses and bold colors to visually communicate her strength and creativity.
One of the highlights of the shoot was the styling. Leslie’s love of color was central to the visual identity we crafted for her. We played with various wardrobe options that combined bright hues with structured silhouettes, emphasizing her authority while keeping things fun and approachable. One standout piece was a yellow suit that became Samantha’s personal favorite - she loved it so much that she ended up getting one for herself!
In terms of location, we wanted to ground Leslie’s brand in the urban environments where many of her clients reside. We shot in studio and on location, incorporating cityscapes to create a connection between Leslie and the vibrant, fast-paced world her clients live and work in. The juxtaposition of the bold colors against the sleek, neutral city backgrounds created a dynamic contrast that reflected both her artistic spirit and her business acumen. Alongside the more posed shots, we wanted to showcase Leslie in action - performing her craft and working behind the scenes. We took studio shots of her working with prints, interacting with her photography equipment, and going through her creative process. These images were designed to give a glimpse into her studio brand, showing potential clients the passion and expertise she brings to every project.
The result was a portfolio of yearlong images that Leslie can use across her media, social platforms, and marketing materials. Whether as hero images for her website, content breaks in her social feed, or key visuals for print collateral, these photos will serve her brand for months to come. We covered everything from statement headshots and characteristic “Leslie Looks” to artistic shots that highlight her bold aesthetic and branding. This half-day shoot was about more than just getting good pictures - it was about helping Leslie establish a cohesive brand voice. Leslie knew she needed a strong visual identity to match the new direction of her business, and together, we built a suite of imagery that positions her as the confident, capable leader she is. The result is a rebrand that carries the weight of a successful business while also reflecting Leslie’s bold, fun, and joyful personality.
As Leslie continues to grow her business and elevate her brand, we’re excited to see how this new portfolio will play a role in her success. If you would like to keep in the know about House of Samantha, please sign up to be on our email list here.
Creative Direction: Samantha Leenheer, House of Samantha | Photography: Amanda Donaho Photography
