This is about colours, fonts, consistency, a style, a way of talking to people…

I immediately decided to just use my favourite colour for my branding, a kind of teal. I then went on and started playing around with combinations. This was a reasonably long process and I had a LOT of variations. In the end settling on a kind of wild mix of teal, yellow, purple, green and white. Was it logical? No. Did I care? Not really. I didn’t want it to look like I’d stolen it from somewhere else. I wanted it to be fun and a bit quirky. I wish I still had all the variations but eventually I deleted them. 

Often now, it’s just the teal/yellow/white combo in use. But I feel so bored locked into only 3 colours so sometimes the others get to come out. 😂

I spent some time with Erin and Tarryn from Pet Biz Creatives trying to come up with a name. This was one of the hardest parts but I think it’s MUCH easier if you’re just doing photography. Just use your own name. I talked about this in a branding lesson somewhere too. 

Since my brand was always so wrapped up in me, I knew immediately that it couldn’t really take itself too seriously. If I tried to do things seriously and professionally, I would never get anything done. 

So this kind of culture of relaxed anti-perfectionism came out of that, and in everything I do: my captions, blog posts, mailing list emails, I try and write in my voice (I love writing and used to write novels for fun so copywriting isn’t a hard task for me in terms of voice… more in terms of “I don’t wanna!”) so that I can joke around a bit, or sound sincere, or open up, or let you experience  a bit of my world. 

We also picked the fonts, and made the logo: based on Journey, which is probably due for an upgrade but that’s something I don’t have the energy for. 

For me, brand identity is something that starts with the superficial: colours, an aesthetic, fonts, a feeling…

And develops into something much deeper. How you embody that aesthetic. Is your brand identity fun and carefree? Ok, how do you show up like that in your copy, in your captions, in your stories, in your videos?

Less so now because life is a bit boring, but in the past people would reply to my stories saying how much Journey cheered them up, or how my sense of humour about something made them laugh. This was building my brand identity (whether I realised it or not at the time!

Below are some things I found from back in the day. 

Emily Abrahams Photography Branding Ideas

Inspawration branding notes

I don’t have a heap of notes from when Inspawration was in its creation stage. I think I moved so quickly from photography to giving tips and teaching that I barely had time to think about it – and the brands were so intertwined at the beginning that I wasn’t even thinking of them being something separate… until I was.

This is the earliest note I could find where I was starting to think about them as two separate businesses and trying to figure out a name.

Again, have a look at what’s changed and what hasn’t! 

Honestly, the more I’ve done this, the more I believe that what you need, your style, your ideas, the things you’ll end up doing are all there already. You just mightn’t realise it yet.

Notes from creating inspawration:

Mission statement. WHY do I do what I do? 

We all have phones and cameras, and the convenience of being able to snap a quick picture of our pets means we have so many opportunities to capture memories. But I want to help people take photos of their pets that are more impactful, something they can really cherish in years to come. I do this because I have so many photos of my dogs now, that it’s hard to choose which ones to get printed! But if I look at the photos of my old dog, there’s so much I wish I’d known about settings and composition and light. The photos are fine and I cherish them… but they aren’t AMAZING. I see people’s photos on Facebook and know that with just a few small changes, they could have photos that are really special.

For people who already have a grasp of the basic concepts, either semi-pro photographers or hobby enthusiasts, I want to take their photography to the next level, to help them find their style and create art, to inspire them to create and explore and play with their images, and for them to therefore be able to bring that gift to THEIR clients. I am so inspired by photography, by turning a photo into something more, and I want to share that with people. I want people to make work they’re proud of, and for us to all work together to support one another and build each other up, rather than seeing It as a competition

Next is an email I wrote back to Erin & Tarryn after they had brainstormed and sent through a HUGE list of names for me. Beneath that are a bunch of my own name ideas/preferences/things I was considering as contenders.

Chasing Wonder

Fetching Light

Canine creatives

Initial name thoughts:

Great list! I think it’s great as a guide to start getting a feel for what I like or am drawn to, and what I’m not..

Initial thoughts:

Insititution to me is like a “mental institution” – mad house or like… “the institution of marriage” 😬😅

Other ideas:


Club? (This shouldn’t have the “free” connotation since you often have to pay to join a club)

I like “School” or even “Learning”

I like the term “Learning Journey” a lot, even in terms of the courses. Instead of referring to them as courses on the site, I could use that, as I’m really into the idea of a growth mindset when learning…

I think from the list, I’m much more drawn to not pun names (even though I LOVE puns, I feel like they’re a bit “tacky” for a brand name? And though I want to be “fun” it’s maybe more like “whimsical” fun? If that makes sense? So some of my favourite names have been Chasing Wonder, Canine Creatives (doesn’t work if it’s more of a pet focus though I guess), and ones that I came up with a while ago which were Fetching Light, Journey Wild (doesn’t work for this project but I’m keeping it in my back pocket cos I love it so much). The idea of joy/happiness/wonder/light are some of my favourite things (Journey’s registered name is “n’Joy the Journey”.) and I guess it gives a sense of that “whimsical” kind of name. I wrote down Fetchworthy once, which I think is cute. And “Snouts and Tails” in terms of the idea of making heads or tails of photography, but snouts make me think of pigs 😂 Wet Nose Wonders from your list is cute too (it’s that kind of whimsical thing again).

I wonder about some ideas around “Bright Eyes” even? Eyes are the window to the soul and all that, and there’s such a focus on the eye in pet photography.

The other thing I think could be interesting is using bright/light or something somehow… one thing that’s quite distinctive/well known about my photos is my “pretty sparkly lights” as people tell me 😂. Obviously not suggesting “Pretty sparkle light photography school” but the use of light is super important to me (and can also fit that kind of whimsical idea). Can we turn “bokeh” into a pun? 😬 I also like Tails/tales play on words too.

Something like: “Wagging Tails & Wet Noses” is cute… we could possibly do something with the idea of two things, eg., “Muddy paws, Bright eyes” but… better than that, cos it doesn’t roll off the tongue 😂 If it’s any help, Journey has a Spotty Snout/nose and legs (naughty spots) and Loki has perfect triangle ears.

Things like Teach a Dog New Tricks is fun from a “learning” perspective but I would think it’s a dog behaviour school, instead of photography, same as dog ate my homework… I guess if it’s going to be a sort of saying or a pun, there should be a photographic element maybe? Something like “Pets in Focus”? “Pets Exposed” (ahahaha sounds like a scandal).

Rule of 3 could also be interesting maybe? Eg: “Sit, Stay, Snap”? But I’ve never liked “snap” as the photography part given negative connotations with dogs biting.

Definitely could have it more pet related than specifically dogs – I think confining it to the niche of dogs only is too narrow, I would like people interested in cats and horses to join. So maybe this will help, but also, if we’re adding the “Pet Photography School” (or whatever afterward) the name itself could be a bit whimsical and photography related without necessarily being specifically pet related I guess?

You mentioned on the Loom about being able to branch out into in-person courses and this is 100% my intention, to do quite a few in-person workshops around Europe and even back in Aus when I go to visit family.

Re: the boys’ names in the name, I’m not so wedded to this idea. I don’t know if there’s a way to get both in (especially Loki) without it being weird. But you did give me an idea for some monthly member’s bonus session with “Professor Loki” so I’m just gonna jot that down for future use. Not sure what it will be yet but it sounds bloody cute.



Something to do with Guide/GPS/Map, eg., Journey/adventure/learning theme…


“Snouts and Tails” eg., making heads & tails of photography

An Acronym? Eg., LEAP – Learn w/ Emily Abrahams Photography



Licks & Snaps

Journey Pack


Lick, Snap, Grow

Spots and Snouts


Tails United?

Journey Wild

Canine Clan

Wag Pak



Snap & Wag?

Flash, Snap, Woof

Joy of the Journey

Joy in the Journey

Critter Collective

Lead me to wonder

Photography Is a Journey

Something about light.. chasing light


Leading to Light

Lead into Light

Journey The Light Fantastic

Journey Club

Pets B-Okeh

Inspawration (I’m actually not sure why this is on this list, I must have added it after the fact because as soon as I had this name I was 99% sure it was the right one)

Inspawration in Focus

Illumi-nation (“nation” as in the membership thing)

Paws Illuminated

Paws in art?

Captivate Create

What the Snoot


Snoot & Spots.

Paws to Focus


Light Journey

Bright Journey

Journey Bright



Random words/feelings/ideas













Fun, but not cutesy

Sophisticated but not sterile

About the brand:
Teaching people to delve into their art and their photography in a way that encourages exploration while also telling a story with the photos


Erin spoke to us about a few questions relating to story. Finding your why, where your dream leads, who the person behind the brand is, what’s your greater purpose. 

The story of Inspawration started when I saw someone taking not-very good photos as a pet photographer, and thinking “I could take better photos than that” 😅 but this isn’t the story that gets shared to the public. 

I consider story to be something that is STILL evolving and being refined. I think it’s easy to start our story as: “We don’t have enough time with our pets and I want to capture their memories forever.” 

This was a BIG part of Inspawration’s story message at the beginning, when we were all in lockdown. I wanted YOU to capture their memory forever. This was the main “story” for the first year or so.

About 6 months ago, I shifted the story slightly. To regret about not capturing great photos of my Aussie shepherd, not knowing what I was doing wrong… also, to you (the customer) being frustrated about not being able to capture the photos you imagine in your head. This message resonated with a LOT of people. 

And now I’m shifting the story slightly again, to a story about chasing dreams. That quiet dream of becoming a pet photographer, and giving you the tools, skills and knowledge to make that dream a reality – at least for the Learning Journey. For Fundamentals, the above message about capturing the photos you imagine remains. This shift in story is somewhat financially driven. After all, people who want to earn money, will spend money. But also I think it allows me to serve more people. Pet owners who want nicer photos can sign up for PPF. Aspiring professionals can sign up for the LJ. And those who want more… well, I have something in the works for that. 😉 

And then there’s the story of ME. A LOT of my brand has been built on my personality, my chaotic energy, on being relaxed and personable, and my two boys help with this as well. I think as many people sign up because they like and trust me, as they do because I make nice photos. Do not underestimate the power of you.


Here are some  notes I wrote at the very beginning of my Photography business journey… before Inspawration was a blip on the horizon:

Why: Why do you do what you do. Why is a purpose or a belief. It’s the reason the organisation exists. Not about making money.

Need to go deeper to stand apart from the crowd and get out client


Your why is a value or belief that you stand by. It’s a mission that moves you. It’s the reason you get out of bed in the morning.


Something like…

I am passionate about people seeing moments and appreciating them, finding the beauty in them, capturing those times and sharing them, seeing the joy that sharing them can bring. Maybe it’s capturing the goofy, cheeky awkwardness of a puppy, immortalising that time that’s so brief… or maybe it’s those absolutely incredibly special moments between a senior dog and their owner, a time where they get to be special, and cherished, and loved, and when the person looks back at those photos in years, they can remember that bond and that relationship, remember the way that dog looked when he smiled, or how he bounded through the grass toward them. I want people to see how special their dogs are, to hold on to that moment, and find the joy in it. I also want to make something special with the owners and their dogs, inspired by my adventures with my own dog and how much that influenced me, and by one of my first clients, who took their pugs on something of an adventure to get the photos we took – I want them to look at those photos and see not only the personality of their dogs, but a memory of the time we spent making those photos. 


One was the “adventure” with the client – all of us going through the location, maybe taking a walk, doing what we need to do to get the shots, trying new things, really making an experience of the whole thing… but also, puppy photos and senior dogs. I haven’t done any end of life shoots, but I can imagine that would be incredibly special too… and I think it comes back to wanting to find the beauty in and appreciate the moments we’re given – I did this huge trip around Europe these past 2 years with Loki, living in the van, seeing the most incredible scenery, and it really taught me how important it is to find beauty, and to be grateful for the fact that we’re here, with our dogs, that we can go out and get photos and capture those moments… and puppies grow up so quickly, blink and they’re an adult dog, but there’s something so special about building that relationship with them, seeing their personalities develop… and senior dogs… I had to leave my senior dog at home in Australia with my aunt… and I left him knowing I wouldn’t be there for the end of his life (though he’s still going strong at 16!!) but that breaks my heart, and I wish so badly that I’d gotten a million photos of him before I left, or got someone to take photos of the two of us (I cry writing this actually, is how deep it hits) and I so want to be able to give that gift to other people with their senior dogs…



5 words that describe my personality

Independent, creative, bubbly/friendly, down to earth, humorous


5 words to describe my work

Bright, natural, light, colourful, a touch of fantasy/whimsical


5 words to describe work that moves me:

Soft, beautiful colours, sharp/engaging, candid/personality, artistic, natural with light/scenery


Area of branding:


Light, colour, a touch of fantasy/whimsical, personality/humour 


What else can I infuse into my brand?
Dog training, travelling and beautiful scenery, anything sweet! And coffee. A lot of coffee.


Teal & Brown?

Teal & white?

Can you see how much of that story and the ideas I was already putting down on paper have carried over to what I do now? 

I’ll talk more about the branding process in the “Identity” part.

I think a lot of these thoughts were driven by Simon Sinek.