For a ton of brands, the biggest challenge with visual content isn’t quality – it’s CONSISTENCY.

Marketing teams often find themselves bringing in a new photographer for new photos every few weeks, not because the brand has changed, but because the content wasn’t planned to last. This can be hard for teams trying to nail down their brand image, because content inconsistency is the easiest way to confuse your customers, especially if they don’t yet fully know your brand.

With the right strategy, a single well-planned shoot can support SIX months of marketing across social, web, email, and paid channels. Crazy, right?

Here’s how you can approach photography as a content system instead of a short-term fix.

 

Start With Usage, Not Aesthetics

Before we talk about locations, props, or lighting, the most important question is:

Where will these images actually be used?

If you want to start strong with campaign planning, start by identifying:

• Website needs (hero images, banners, product pages)
• Paid advertising formats (vertical, horizontal, negative space)
• Organic social content
• Email marketing visuals

When usage is defined first, your creative decisions and shot list become more intentional — and the final assets become far more flexible and designed for conversion.

 

 

Build a Shot List Around Content Categories

Instead of thinking in terms of individual photos, campaign shoots should be built around content pillars.

When I’m putting together a shot list, I always make sure to include:

• Hero bottle imagery
• Lifestyle scenes showing context and use
• Detail shots (labels, pours, textures)
• Wide compositions for ads and web

It’s how I make sure that every gallery I deliver has NOT ONLY a variety of shots, but shots that will work for every format that came up during the pre-production process.

 

Plan for Seasons, Not Just Launches

Brands tend to market seasonally — even if the product remains the same year after year.

Because of this, it’s possible for a single shoot to support multiple seasons when planned correctly. Here’s how:

• Adjusting wardrobe and props (even in the same setting!)
• Capturing neutral scenes alongside seasonal ones (evergreen vs. seasonal promos)
• Creating imagery that feels flexible rather than time-specific (timeless vs. trend-led)

With this kind of approach, it’s easier for your content library from one shoot to stretch from weeks to up to six months. Not bad, if you ask me!

 

Capture Both Horizontal and Vertical Assets

One of the most common limitations in brand content is format – SO many times it happens where I’ll get last-minute requests for format changes when the content is needed outside of the original shot list. (Totally fine, by the way, it’s why I make sure there’s enough variety to handle last-minute content needs).

In reality, though, campaign planning should account for the basics:

• Website and paid ads (horizontal formatting)
• Social platforms and stories (vertical formatting)
• Cropping flexibility for multiple placements (ads, social, website, email creative)

Shooting with your formats in mind will dramatically extend the life of each image – and your asset library as a whole!

 

Design for Repetition Without Redundancy

A strong content library allows for repetition — without visual fatigue.

This is achieved through:

• Consistent lighting and color palette
• Varied compositions
• Multiple angles within the same scene

When it’s done well, images should feel cohesive without feeling like duplicates – AND they should feel timeless too!

 

Why This Approach Works for Wine & Whiskey Brands

Wine and whiskey are both products that are built on patience, craft, and attention to detail.

Campaign-style content planning mirrors those values incredibly well by prioritizing:

• Longevity over trends (this one’s a big one for me!)
• Consistency over novelty
• Brand equity over quick wins

The result is content that feels intentional, timeless, and still relevant in a world full of trends — and performs better over time because your customer starts to associate your product with the consistent visuals that you’re putting out on your platforms.

This approach also works well if you’re working with a trusted content partner instead of investing solely in one-off shoots. The difference in intentionality between a content partner vs. one-off shoot visuals is INTENSE.

Why?

Content partners are able to act as an extension of your team, and will evolve with you as your content needs change. Plus, you won’t need to brief someone new on your brand every time you need a visual update.

 

 

My Final Take

For wine and whiskey brands, your brand visuals should support your entire marketing ecosystem — not just a single post or launch. By planning shoots around usage, seasons, and formats, brands can create content libraries that last months instead of weeks.

One shoot. Up to six months of content. Less headaches for you.