As a coach, your work happens in quiet, private moments: a conversation, a question, a shift in someone’s perspective. So how do you show that in a photo? That was the challenge when I worked with Annie Peutrell, the coach behind The Serious Sofa, here in Haarlem.
Meeting Annie and The Serious Sofa
Annie helps her clients navigate important conversations and find clarity in moments of change. Her brand is all about creating a safe space for honest connection, and she wanted her online presence to feel exactly like that: warm, grounded and professional.
She needed a bank of photos for her website and social media, and video content for Reels and her new YouTube channel. Most of all, she wanted images that felt like her, not like a stock photo of “a coach”.
Behind the scenes: a brand session in her coaching space
We photographed Annie in her own space in Haarlem, where her clients actually meet her. Instead of posing, she simply worked: I captured her preparing for a session, making tea, taking notes and listening. We also staged a short mock session, so future clients could see what working with her really looks like.
The details mattered too: the cosy corners of the room, her hands while she talks, the small expressions that show her empathy. These are the images that make someone think, “I’d feel comfortable with her.”
More than photos: Reels and video content
Because Annie was also launching her YouTube channel, we planned the video content together. We brainstormed ideas, wrote short scripts so her messages were clear, and I guided her on how to record herself with confidence. Afterwards I edited the clips, adding music, text and transitions, so she had ready-to-post Reels.
This is where my 15 years in digital marketing come in: I don’t just deliver files, I help you know how to use them.
The results
Annie now has a library of photos and videos she can use across her website, Instagram, LinkedIn, YouTube and newsletter: consistent, authentic content that shows who she is and how she works.
In her own words:
“Pau is both a gentle observer and deeply intuitive. Her calm, encouraging, and sensitive nature gives you space to shine just as you are. […] From a business perspective, Pau is also organised, supportive, strategic, and a brilliant brainstorm buddy.”
Are you a coach in Haarlem or Amsterdam?
If you work one-on-one with clients, whether you’re a coach, therapist, consultant or trainer, your photos need to build trust before the first call. I’d love to help you create images (and videos) that feel like you and work for your business.
See my personal branding packages or send me a message to plan your session.
