I noticed it the first time I looked at their website: three years of executive headshots that looked like they came from three different companies. Different backgrounds, different lighting, a couple clearly years older than the rest. I asked their HR director how new executives were getting photographed, and the answer was: however someone had time that week, wherever the light happened to be good.

I considered just shooting one more one-off session and adding it to the pile. Instead I proposed something different: shoot the whole team fresh in a single half day, and build a documented lighting and crop standard so every session after this one would match it exactly. It took more setup up front, but it was the only option that fixed the actual problem instead of adding to it.

Now their HR director keeps a checklist with me on it, and flags every new executive’s photo before their first day, because she already knows what she's going to get. Their team page finally looks like one company, not three.