How Dominique Woolf Used Brand Photography to Elevate Her Business.
A behind-the-scenes look at how thoughtful visuals helped Dominique show up, stand out, and say yes to new opportunities.
When you invest in personal brand photography, the impact goes way beyond the shoot day itself. Done well, your images continue to support your business growth long after they’re taken, helping you get featured in the press, pitch with confidence, and show up as the expert you are.
A perfect example of this is my client, Dominique Woolf.
We first worked together back in 2022, just after she’d hit a huge milestone: winning Channel 4’s The Great Cookbook Challenge with Jamie Oliver and launching her debut cookbook.
She was about to step into the public eye in a bigger way than ever before, and she needed photos that would do more than just "look good." She needed visuals that captured her energy, elevated her brand, and gave her the confidence to say yes to whatever came next.
Now, three years later, Dominique’s business has gone from strength to strength, and those original brand photos are still working hard behind the scenes.
There’s even a short video clip of Dominique reflecting on how the photos helped her business evolve, keep an eye out below.
Who Is Dominique Woolf?
Dominique is a food writer and founder of the award-winning brand The Woolf’s Kitchen, inspired by her Thai heritage and bold flavour combinations. Since winning The Great Cookbook Challenge in 2022, she has published two best-selling cookbooks with Penguin, expanded her line of sauces and pastes into national retailers like Ocado and Co-op, and continues to make waves across the UK food scene.
From supper clubs to speaking events, panels to press coverage, Dominique is building a brand that is authentic, relatable, and unforgettable.
We first connected through Dominique’s North London networking group for creative entrepreneurs. And while I originally featured her shoot on my blog in 2022, I thought it was time for an updated spotlight, because, what Dominique has gone on to do with those images is a perfect example of how powerful brand photography can be long after shoot day, and I’m thrilled to share her story again.
Why Dominique Booked a Brand Shoot.
As a fast-growing food entrepreneur, Dominique needed brand photos that felt elevated but still very her. She wanted to show up with confidence and clarity and reflect the personality behind the products.
Our goal was to create polished-yet-approachable imagery that could flex across media, from her website and press kits to panels, social content, and PR opportunities.
We designed a relaxed, lifestyle-led brand shoot that gave her a range of usable portraits and behind-the-scenes shots in a home kitchen setting, perfect for her brand story and audience.
What the Experience Looked Like.
Dominique described the experience this way:
“Lisa was a total pro. Before the shoot, she took the time to understand exactly what I wanted to achieve. On the day, we packed a lot in — using different spots and setups within the location — which meant I came away with a wide range of usable shots. The atmosphere was relaxed, and that really came through in the photos. I’m so pleased with how she captured me.”
We worked together in a beautiful light-filled kitchen in North London, the perfect backdrop for her vibrant, food-led brand. During a three-hour session, we captured a mix of:
Headshots and mid-body portraits for speaking, panels, and press
Action-style shots of Dominique in the kitchen (without feeling overly posed)
Editorial images to support her press bio and social content
Dominique’s story is a perfect example of what is possible with strategic brand photography. If you’re ready to create something equally transformational, Discover your brand shoot experience here.
In her own words - hear how Dominique used her shoot to show up and say yes to new opportunities.
The Transformation: How Her Images Are Still Delivering.
Dominique’s brand images have featured in The Times, Enterprise Nation, Women in the Food Industry, supper clubs across London, and more. She uses them in event bios, PR pitching, and across her social media.
“They’ve made pitching so much easier — I can send things off quickly without second-guessing, knowing the images look great and represent me well. They look professional and polished, but still feel very ‘me’ — open, friendly, fun — which is exactly how I want to come across.”
These images have helped her:
Increase visibility across high-profile media
Land speaking and panel opportunities
Pitch with confidence for collaborations and features
Maintain a consistent and authentic presence online
From national press to live events — Dominique’s brand images help her show up everywhere.
What’s New for Dominique in 2025?
Dominique recently relaunched her webshop, making her bestselling products more accessible than ever. She is also refreshing her branding, renaming a few products to help customers better understand how to use them, while continuing to grow a vibrant food community through her cookbooks, events, and content. And yes, she is still using the same images we captured three years ago to support it all!
Dominique’s Advice for Other Creative Business Owners.
“I’ve been using my brand photos for over three years, so I see them as a real investment — totally worth it. Go into the shoot knowing exactly what you want to get out of it: how you want to be portrayed and the image you want to convey. Preparation is key. Create a Pinterest moodboard or gather reference images to help shape the look and feel. And bring plenty of outfit options.”
Want Results Like This?
If you’re ready to elevate your presence like Dominique, and want brand photos that help you step into your next level with clarity and confidence, I’d love to help.
Download my free guide, The Visibility Shift, to discover the four key steps to showing up more powerfully and getting seen by the right people.