Your Guide to Killer Photography & Videography for Financial Services Firms
Grow Intentionly
May 14, 2025
Let’s face it, your visual presence is make-or-break. Potential clients are scrolling faster than ever, and in a sea of look-alike financial services firms, generic stock photos scream “we’re just like everyone else.”
To truly stand out, build trust, and forge genuine connections, you need authentic, high-quality photography and videography that reflects your brand’s unique DNA.
This guide provides best practices for photography and videography for advisors who want to elevate their brand image.
Use the following links to navigate each section.
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Craft a Visual Ecosystem
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1. Partner With a Visual Storyteller
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2. Budget Smart, Not Cheap
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3. Collaborate on a Creative Brief
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4. Maximize Your Shoot
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5. Light and Location Are Your Allies
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6. Embrace Natural Movement and Authentic Expression:
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7. Plan for Post-Production PowerStay Patient, Stay Authentic
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8. Nail the Legalities (Usage Rights are Non-Negotiable)
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Bonus Tip: Don't Forget Accessibility
To truly stand out, build trust, and forge genuine connections, you need authentic, high-quality photography and videography that reflects your brand’s unique DNA. Read on for best practices.
Craft a Visual Ecosystem
In a visually saturated digital world, a piecemeal approach to imagery won’t cut it. To build a compelling brand narrative, we recommend a holistic visual ecosystem. This includes standard headshots and a range of visual assets that tell your story, showcase your culture, and build trust with your target audience. Think of it like curating a visual language that speaks volumes about who you are and what you offer.
Every visual touchpoint should reinforce your brand identity and resonate with potential clients. Consider the impact of:
- Authentic Team Moments: Forget the stiff, posed portraits. Imagine candid shots capturing your team collaborating, problem-solving, and even sharing a laugh. These glimpses into your company culture build trust and humanize your brand.
- Your Office Environment: Is your workspace modern and innovative? Warm and collaborative? Showcase the environment your clients (and potential hires) would experience. This adds a layer of tangible reality to your online presence.
- Candid Shots: These are the unsung heroes. Think naturally posed shots of team members walking through the office, engaging in mock meetings, or working individually. These are perfect for website banners and social media, offering authenticity without sacrificing polish.
- Client Interactions: Where appropriate and with full consent, capturing genuine interactions with clients can be incredibly powerful testimonials, adding social proof to your brand.
- B-Roll Footage: Video brings your brand to life. Think compelling footage of your team in action, office details, or even the surrounding cityscape. This adds dynamism to your website and social media, capturing attention and conveying energy.
- Concise Video Insights: Short, engaging video clips of your team sharing expertise, explaining services, or offering behind-the-scenes glimpses can be incredibly effective for grabbing attention and conveying complex information quickly.
Now that you have a framework for your visual strategy, let’s explore some ways to capture those impactful visuals with the following tips.
Understand that quality visuals are an investment in your brand’s credibility and long-term success. Poorly executed visuals can actively erode trust and create a negative impression, ultimately costing you more.
1. Partner With a Visual Storyteller
Look for a photographer/videographer who functions as a visual storyteller, capable of translating your core values and audience needs into compelling visuals. Review their portfolio for narrative depth and authentic representation, paying attention to how they’ve captured the essence of other brands, not just technical skill.
2. Budget Smart, Not Cheap
Understand that quality visuals are an investment in your brand’s credibility and long-term success. Discuss your budget openly but prioritize experience and a strong portfolio over the lowest bidder. Poorly executed visuals can actively erode trust and create a negative impression, ultimately costing you more.
4. Maximize Your Shoot
As outline in your visual strategy, plan for shots that can be repurposed across multiple platforms and content types. Consider how a team meeting photo could be cropped for individual profiles or digital ads. Think about capturing both horizontal and vertical orientations, as well as square crops for social media
5. Light and Location Are Your Allies
Pay close attention to natural light and interesting backdrops within your office or chosen location. Consider scouting locations with your photographer beforehand to identify the most visually appealing areas and the best times for optimal lighting. A well-lit and visually engaging environment significantly elevates the final product.
6. Embrace Natural Movement and Authentic Expression
Ditch the forced smiles and rigid poses. Encourage genuine interactions and capture people in motion. Instead of saying “smile,” try prompts like “talk to each other about industry news” or “show me how you collaborate on a problem.” Authenticity resonates far more than perfection.
7. Plan for Post-Production Power
Understand the editing process and ensure the photographer/videographer’s style and editing philosophy align with your brand’s aesthetic. Discuss retouching expectations to ensure a natural and professional finish that enhances, rather than alters, authenticity.
8. Nail the Legalities
Clearly define and document your full usage rights for all images and videos. Understand how the photographer/videographer may use the visuals for their own promotion.
Bonus Tip: Don't Forget Accessibility
While you’re focused on great-looking images for your website, remember that accessibility is crucial and often legally required under the Americans with Disabilities Act (ADA) and aligns with the internationally recognized Web Content Accessibility Guidelines (WCAG). This means adding alt text (alternative text descriptions) to your images.
Alt text provides context for people who are visually impaired and use screen readers. It also helps search engines understand your images, which can improve SEO. Make sure your website platform allows for easy implementation of alt text and make it a standard practice whenever you upload visuals. For a deeper understanding of web accessibility standards like WCAG, we’re happy to point you to further resources.
We Can Help
If you’re ready to move beyond basic visuals and craft a compelling brand story through impactful photography and videography, let’s talk. We can help you build a visual ecosystem that truly resonates with your audience and elevates your RIA or fintech firm.
3. Collaborate on a Creative Brief
Don’t just hand your photographer a list of the shots you want. Develop a brief that outlines your brand personality, target audience, key messages, and even visual inspiration through mood boards or examples. This ensures everyone is on the same creative page.