Architectural Digest Interior, Architectural, Editorial photographer, Metropolitan New York

How Professional Photography Elevated Tori Friese’s Personal Brand

Meet Tori Friese, a rising star in the world of interior design with a flair for curating eclectic, vintage-inspired spaces:

Tori’s design aesthetic stands out in a sea of trends, combining Mid-Century Modern furniture with carefully sourced vintage treasures from flea markets, antique shops, and online platforms like Cherish and First Dibs. 

Yet, despite her ability to create unique and compelling interiors, Friese faced a challenge:

✔ How to capture the true essence of her design work through editorial photography that matched the energy and individuality of her spaces.
✔ How to showcase the textures, details, and emotional appeal of her curated finds in a way that resonated with a broader audience.
✔ How to use these images to elevate her brand and position herself as a designer to watch in an increasingly competitive market.

“Before working with Tori, I was a little all over the place, trying to focus on multiple aspects of my business but not exactly sure which direction to go in.” — Tori Friese

That’s when I stepped in. As an Architectural Digest-approved interior and editorial photographer, I knew how to create images that not only documented the space but captured its soul—exactly what Tori needed to elevate her growing brand.

When we first spoke, Tori shared her design philosophy—an approach that blends nostalgia, personality, and creativity—and it was clear that this photoshoot had to embody those values. From flea market finds to carefully styled table settings, the key to capturing Tori’s style was highlighting the depth and story behind each element.

My approach:

Strategic Planning – Tori and I worked closely to identify key design elements and curate a series of shots that showcased her unique style. Whether it was a vintage ornament or a signature table setting, each piece had to shine in its own way.

Editorial Execution – I focused on creating a visual narrative that captured the character of Tori’s designs. The challenge was to blend her love for the eclectic with a timeless, editorial quality that would resonate with high-end publications.

Lighting as a Storytelling Tool – I used soft, natural light combined with artificial sources to create a warm, inviting atmosphere—perfect for showcasing the intricate details of Tori’s pieces.

Attention to Detail – Close-up shots brought the textures of her vintage finds into focus, while wider frames set the stage, highlighting the cohesion between the individual items and the larger design.

Tori’s designs are an extension of her personality—vibrant, thoughtful, and unique. She trusted me to capture not just her pieces but the feeling they evoke. It was truly a collaboration.

The final gallery of images exceeded expectations, capturing Nostalgic Christmas in a way that was:

✔ Editorial-Ready – The photographs were pitched to top design publications, and within a few months, Tori was featured in House Beautiful, showcasing her work to a broader audience.

✔ Cohesive & On-Brand – The imagery perfectly aligned with Tori’s youthful, eclectic design aesthetic, elevating her brand and making it stand out in a competitive marketplace.

✔ A Portfolio Stand Out – These images became key to Tori’s marketing efforts, appearing on her website, social media, and in client presentations, helping her to attract more design opportunities.

“While working with Tori, I believe her photography and branding has helped me increase my leads and find more clients who align with my brand. ” — Tori Friese 

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