Personal Branding | Creative Direction | Photography | Digital Presence
Jessa Johnson: Glitter, Grit & Global Reach
The Client
Jessa Johnson is a formidable force in the e-commerce and social media landscape, celebrated for her strategic prowess and grassroots promotional expertise. A recent MVP addition to The Daughter's roster as their Marketing Co-ordinator, Jessa brings over a decade of experience as a freelance booker and promoter.
Her impactful work has reinvigorated the venue, reintroducing it to a broader audience and curating sold-out events, successful concert series, and a vibrant platform for local and touring artists alike in Winnipeg. As an e-commerce and social media expert, Jessa is a pivotal figure in shaping contemporary cultural experiences.
The Problem
Jessa Johnson, a pivotal figure re-energizing Winnipeg's cultural scene at The Daughter, needed a personal brand visual that authentically matched her dynamic professional identity.
While her impact was clear, her existing imagery didn't fully capture her inherent raw, edgy, and rebellious spirit. She sought visuals that embodied a "dirty glam" aesthetic and "power stance energy," reflecting her "boss babe" status and the concept of "glitter and grit."
The goal was to create imagery that felt "Born backstage, lives in the front row," drawing inspiration from icons like Joan Jett and 70s sleazy glam, to powerfully convey her unique blend of savvy expertise and unapologetic authenticity.
the approach
We approached Jessa's personal branding with an intense focus on embodying her unique "glitter and grit" persona, translating her raw energy into a sophisticated, rebellious visual narrative.
Creative Direction & Styling: We meticulously crafted a concept around "dirty glam," "power stance energy," and "70s sleazy glam." Styling incorporated elements that felt both luxurious and lived-in, channeling the spirit of a "femme fatale" with an underlying edge. This included choices that allowed for a confident, "boss babe" posture, ensuring every pose exuded her inherent strength and rebellion.
direction
Photography & Lighting: Our approach aimed for a raw yet polished feel, utilizing lighting techniques that highlighted both glitter and grit. We sought dynamic angles and compositions that emphasized "power stance energy," capturing moments that felt both authentic and iconic, as if "Born backstage, lives in the front row." The visual tone was intentionally moody and rich, reflecting the 70s glam inspiration.
Location & Prop Curation: The photoshoot was strategically planned to include locations that could hint at both backstage rawness and front-row glamour, possibly within a music venue or a space that offered an authentic, slightly worn aesthetic that could be elevated with glam elements. Props, if used, were minimal and curated to enhance the "dirty glam" vibe without distracting from Jessa's powerful presence.
Brand Narrative Integration: Every image was composed to tell Jessa's story – not just of a marketing expert, but of a cultural force, a woman who navigates the industry with both strategic brilliance and an undeniable, rebellious spirit.
behind the scenes
Photoshoot Prep: Our detailed pre-shoot consultation focused on translating 'raw, edgy, rebellious' into actionable visual concepts, ensuring the wardrobe, makeup, and setting contributed to the 'dirty glam' aesthetic. We discussed how to achieve 'power stance energy' in every frame.
On-Set Execution: The session was dynamic, encouraging authentic expression and powerful poses that captured Jessa's 'boss babe' persona. Lighting was manipulated to highlight the interplay of 'glitter and grit,' creating images that felt both luxurious and unapologetically real, just as if she was 'Born backstage, lives in the front row.
the outcome
The brand photography for Jessa Johnson powerfully articulates her unique identity as an e-commerce and social media expert who embodies "glitter and grit."
The resulting images are a bold statement of "dirty glam," radiating "power stance energy" and her undeniable "boss babe" presence. Each photograph captures her raw, edgy, and rebellious spirit, fulfilling the vision of being "Born backstage, lives in the front row."
This new visual narrative positions Jessa not just as an industry professional, but as an icon, confidently reflecting her influence and authentic style, inspired by the likes of Joan Jett and 70s glam.
the deliverables
Creative Direction & Concept Development
Brand Photography (Personal Branding Photoshoot)
Hair & Makeup Styling Direction (emphasizing "dirty glam")
Wardrobe Styling & Consultation (to achieve "70s sleazy glam" with "power stance")
BTS Video Reel
Edited Image Gallery (high-resolution & web-optimized, emphasizing the aesthetic)
Photos + Reels for Promotions (tailored for social media and digital use)