Capturing Poeme’s Creative Direction

At House of Joy, we pride ourselves on capturing the essence of our clients’ personalities through intentional, creative design. Samantha Leenheer, Creative Director and Owner of House of Joy, is branching out further by starting a sister brand: House of Samantha. Through this new branch, she has begun diving into the creative directive world with a new kind of client - businesses. Our recent project with Kristen and her team at Poeme allowed us to dive deep into the brand's personality, resulting in a comprehensive branding shoot that truly showcases Poeme’s versatility and unique design philosophy. Poeme, a wedding and event stationery design company led by Kristen, is far more than just a stationery brand. Kristen sees herself as an Art Director for events, someone who excels in weaving her designs seamlessly into the broader event concept. Her approach to event branding is chameleon-like, adapting to and being inspired by each event she’s a part of. With such a dynamic vision, we knew that Poeme’s new creative directive needed to reflect this versatility and energy.

Kristen had outgrown her previous headshots and team photos, which felt too formal and didn't capture the vibrant, creative energy she brings to her work. We started the shoot with clean, studio backdrops, utilizing natural lighting to keep things fresh and authentic. Kristen and her right-hand woman, Molly, were dressed in a mix of dressed-up casual looks that blended their personal styles—a touch of glitz, natural elements, heels, and pops of color. Their long-standing friendship and collaborative spirit were evident as they even borrowed each other’s clothes, adding a personal touch to the shoot. One iconic element we knew had to be featured was Kristen’s bright-printed chair, a signature piece that embodies her creative spirit. At every client consultation that Kristen holds, this chair is inevitably a conversation piece; it is a hallmark of Kristen’s personal brand. This chair became a focal point in our branding and headshot sessions, perfectly capturing the fun, yet professional, atmosphere Kristen cultivates at Poeme.

We wanted to showcase not just the work, but the faces and personalities that make Poeme what it is. We moved into a series of photos that delved into the "Faces of Poeme," highlighting Kristen's multifaceted personality. While Kristen is smart, professional, adaptable, and capable, she is also young at heart, and we wanted to highlight every aspect of this incredible woman. From headshots to more candid moments, we captured the essence of who she is as both an artist and a businesswoman. We also brought in Molly for partner shots, emphasizing the strong, complementary relationship between these two women. The chemistry between them is undeniable, and it shines through in the images.

Next, we turned our focus to Poeme’s creative process, aiming to bring viewers behind the scenes of their stationery suite designs. We captured Kristen and her team in action, working through different stages of their process. The goal was to convey the energy and passion that goes into every piece they create. Natural lighting and a neutral background kept the focus on the work itself, while props and dynamic poses brought a sense of movement and creativity to the shots. To truly honor the art behind Poeme’s work, we collaborated with stop-motion photographer Allison McAdams. Allison’s unique ability to capture movement in stills added an extra layer of depth to the shoot. The resulting library of images includes not just traditional stills but also stop-motion pieces, perfectly aligned with Poeme’s evolving brand identity.

For me personally, I find capturing and curating images of myself and my business very daunting. I don’t believe this to be unusual, and after 20 years in business, it never gets easier. My primary focus has always been to try and find that spark, or spirit, that we hope is our clients' reasons for selecting us. That’s a hard thing to do in a world of staged photos, filters and never-ending social media access. So when we set out to refresh our image I required two factors - I wanted to feel like myself in front of the camera, and I wanted to trust that the team behind the camera already knew me and Poeme and could guide me to be authentic. Samantha and Amanda are that team. They took the time to talk through my wishes and apprehensions. They visually prepared a solution that I was able to review, digest and amend prior to our first session. And their delivery not only met my expectations, but excite me to begin sharing and connecting with future clients. And the best part is I look forward to an ongoing relationship of further guidance as to how to best use these images across all platforms so that my story continues to be told accurately and to new audiences. I am so, so grateful, and I encourage anyone to begin the process of getting to know them and their approach. - Kristen Folzenlogen

The success of this shoot extended beyond just a set of beautiful images. Kristen saw the potential for a broader brand refresh, and we were thrilled to be a part of this next step. Since then, Kristen has invited us back for three additional product shoots, which will showcase even more of Poeme’s work. This ongoing collaboration has been incredibly rewarding, and we’re excited to see how Poeme’s brand continues to evolve. Stay tuned for more as Poeme embarks on this exciting journey of a complete brand refresh, with a new website and copy coming soon. At House of Samantha, we’re honored to have played a role in helping Kristen and her team at Poeme bring their vision to life. If you would like to do a deep dive into your own branding and creative direction, consider investing in your future growth with House of Samantha. Join the email list to stay engaged with this journey here.