Almond Surf Co.
Lifestyle Photography · Brand Storytelling · Visual Content Creation

Overview
Almond Surf Co. is a Southern California-based surfboard and apparel brand known for its handcrafted boards, premium clothing, and timeless coastal aesthetic. As part of a contract project, I was brought on to shoot lifestyle photography that captured the brand’s laid-back ethos, surf culture roots, and connection to everyday California living.

Objective
Produce lifestyle imagery that could be used across Almond’s digital channels to showcase their apparel in real-world, relatable environments. The goal was to create warm, aspirational content that reflects the brand’s heritage and resonates with its loyal, style-conscious community.

My Role

- Lifestyle Photographer (Contract)
- Shot on-location lifestyle photography of apparel in use
- Collaborated with the internal team to align visual style with brand voice
- Directed talent and natural settings to maintain authenticity and fluidity
- Delivered web and social-ready image sets for marketing and editorial use
- Edited and retouched final imagery for brand consistency and clarity

Process

1. Pre-Production & Planning
Worked with the brand team to align on mood, wardrobe, and shot list
2. On-Location Shooting
Captured candid, natural light photography in SoCal surf and lifestyle settings
3. Direction & Styling
Guided subjects to embody the brand’s easygoing, coastal tone without forced posing
4. Post-Production
Selected, retouched, and delivered high-res images formatted for digital use

Deliverables

- Lifestyle photo set showcasing seasonal apparel
- Edited, color-corrected high-resolution files
- Web and social media-ready formats
- Visual content that aligned with brand’s editorial and eCommerce style

Results

- Provided versatile lifestyle imagery used across Almond’s website, Instagram, and email campaigns
- Helped communicate the brand’s identity through real, relatable storytelling
- Reinforced the lifestyle connection between surf culture and everyday wear
- Delivered assets that elevated brand perception and visual consistency across platform