Launching with nothing, except the photos.
Launch photography for Top Pocket, a livestock advisory business for Australian sheep producers.
Top Pocket is a new livestock advisory service started by Ash Carslake-Hunt and Pene Keynes, built on a simple idea: good advice shouldn’t take three weeks and a consultant’s spare afternoon to arrive. Producers get an annual production plan, prompts before the key windows, and expert answers on Slack by the end of the next business day.
They came to me before launch, before the branding was finished, with nothing of their own to show. The first thing they wanted to invest in was photography, so producers could see who was actually behind it.
Top Pocket had a clear offer and two genuinely experienced people behind it. What it didn’t have was a single image, and the formal branding was still in progress.
The look had to thread a needle. Nothing that reads as typical ag marketing, no cliches, no rinky-dink rural feel, but still grounded enough that producers take it seriously. Modern and approachable without tipping into polished and inaccessible.
Because there were no brand guidelines yet, the photography had to act as one. One consistent colour and light feel across the full set, so every image looked like it belonged to the same business.
I built a thirty-shot list as a deck, organised by how each image would actually get used: headshots for personal authority, working shots of Ash and Pene with producers, and background frames with negative space for carousels and stories. Wardrobe guidance tied to their navy, maroon and cream palette. We also planned a male presence into the shoot, so it didn’t read as a two-woman business and producers could see themselves in it.
Shot over a half day on a family property near Robe. Documentary, not styled. Fence rails, yards, the ute, natural light.
Top Pocket launched with a full library of imagery carrying the website hero, the key sections and the early social content, delivered in headshot, web and print-ready folders.
The photos went up before the formal branding was finished, and the business still looked like a business. That’s what launch photography is actually for.
Always love working with Bridget, the way she supported us through the process of getting our photography done was excellent.
She made us feel comfortable and at ease when getting the shots, and then turned the images around quickly to a high quality.
Would recommend her highly for rural photography any day.
Marketing for Rural Australia
