ColdLab

ColdLab Brand Photography: Founder Portraits for Market Expansion

ColdLab is a South Australian business specialising in commercial refrigeration maintenance and repair. As the company looked to expand into new markets, the focus turned to building brand trust and visibility, and that meant putting the founder, Isaac, front and centre.

The goal was to create a strategic image library that positioned ColdLab as a skilled, reliable expert while also humanising the brand. These images needed to work across organic social media, the website, and future recruitment campaigns, all while aligning with ColdLab’s clean branding and long-term growth goals.

Creative Direction: ColdLab Brand Photography

For this session, I designed a shoot that balanced professionalism with personality. We wanted to show Isaac as both a trusted technician and a relatable human face of the brand. Shooting on location in the Adelaide Hills gave the portraits authenticity and tied the business to its local community while reinforcing industry authority.

The creative direction focused on:

• Imagery that resonates with ColdLab’s target market.
• Authority and expertise 
• Clean, consistent visuals that reflect ColdLab’s professionalism.
• Versatile compositions with negative space for recruitment graphics and campaign overlays.

Execution & Visual Strategy

The session covered a mix of portraits, environmental shots, and detailed touch-points to ensure the brand had an evergreen content toolkit.

• Founder portraits 
• On-location action shots  highlighting technical skill.
• Showcase ColdLab ute, uniforms, and tools.
• Detailed shots of hands, diagnostic equipment, and logos to showcase precision and care.
• Website-first compositions, wide shots with negative space designed for hero banners, service pages, and recruitment ads.

This forward-thinking approach ensured the imagery could flex across homepage banners, social media campaigns, recruitment drives, and community engagement initiatives.

Results & Brand Impact

ColdLab walked away with a brand-elevating visual library that achieved multiple goals:

• Positioned Isaac as a trusted expert in commercial refrigeration.
• Strengthened ColdLab’s online presence through professional content.
• Humanised the brand.
• Created future-proof imagery to support recruitment and regional growth.

“Amazing work! I feel like you’ve really captured who I am and my brand so well. Thank you for all you’ve done and for making this process so much less painful than I’d thought it would be. I look forward to working with you again!”

— Isaac, ColdLab Founder

Why It Matters

In technical industries like commercial refrigeration, credibility and trust are everything. By focusing on both professional expertise and human connection, this brand photography helped ColdLab step confidently into new markets, attract the right clients, and lay the groundwork for future team expansion.

Explore ColdLab here