Category Marketing

Elevating Your Brand with Maine Headshot

Maine Headshot

I’m thrilled to announce the website relaunch of our sister brand,  A few years after establishing Fitzgerald Photo, I recognized a gap in the Portland area for specialized studio headshot services. That’s how Maine Headshot came to life, catering specifically to the unique requirements of business professionals and actors.

Many clients come for their first shoot and often return for updates.  We always ask for feedback and consistently find that clients enjoy the experience, despite some initial reluctance to step in front of the camera. At Maine Headshot, I relish the opportunity to work with individuals who may not require the custom location work of Fitzgerald Photo but still value a portrait that seamlessly aligns with their style and business brand, effectively connecting them with their customers.Maine Headshot

Seeing the many ways these headshot portraits are used is the highest form of praise. From print publications and book jackets to LinkedIn profiles and business websites, they are used everywhere. Maine Headshot operates under the motto “Portraits that Work,” but the phrase we often use is one that I love—courtesy of entrepreneur Bettina Blanchard–is, “Portraits that Work Harder than You Do.” I couldn’t agree more (Thank you, Bettina).

If you’re seeking a fresh look or embarking on a new business venture, visit We offer options for all budgets, and our convenient booking system makes scheduling your session a breeze.

Maine Headshot

In the Room Where It Happens

Boxing Coach
Coach Bob Russo, Portland Boxing Club. © Brian Fitzgerald

During my years as a newspaper photo editor, I often invited myself into any meetings I saw that included an editor and writers.  Leaning into the doorway I’d ask, “Should I be in here?”  Early involvement in story development leads to better visual opportunities, benefitting the story and ultimately, readers.

Images wield unique emotional power.  This seems intuitive, and research backs it up.  Words are potent, but images go straight for the gut.  For evidence of the power of prose, pick up Cormac McCarthy’s All the Pretty Horses.  But pair that visceral sort of writing with images that connect, and the impact multiplies.

Engaging in the storytelling process fires me up. There are tactical mountains to climb: the right questions to ask that dig deep into the marrow of the narrative bones of a story.

But you’ve got to be in the room.  You’ve got to have a chair and be part of the planning.  Even before the story takes shape.  Before you know where the story will take you.


What’s Your Problem?


brand stories
© Brian Fitzgerald

Clients hire me for all sorts of reasons—often to create content for an ongoing campaign or to make their websites look more appealing. These situations involve parameters that are already set, and my task is to execute consistently with an established look or direction. It’s a valuable service and a useful skill for any visual professional. I’m grateful for that part of my business.

However, when clients ask me to help create a new campaign, a new style, or tell a story about their brand, it’s an entirely different level of creation, involvement, and trust.

Initiating any new visual project involves an exercise that cuts to the heart of things—to establish the story that most needs telling. Once that is done, actually telling the story becomes straightforward. Without this crucial step, it’s impossible to create anything cohesive or interesting.

This is particularly true with video. No one wants to watch a 10-minute video listing a company’s services or products. However, they may watch a video that impacts them, relates to them, or shows them something new. I ask questions like, ‘What is the number one problem you’d like to solve?’ For non-profits, it might be needing more donations. For some companies, it might be brand awareness. For others, it’s to highlight something that truly makes them unique.

I always seize the opportunity to be involved in the process of telling a story and crafting an approach that gets to the heart of what is important. There are plenty of tactical problems to solve when it comes to telling a story. The most important thing is to ask the right questions at the outset to clarify the expected results.



Elevate Your Marketing with Aerials This Fall


power plant aerial
Waste-To-Energy Power Generating Facility, ecomaine.  © Brian Fitzgerald

It’s incredible just how a small change in perspective can transform your view of the world.
Since early 2021, Fitzgerald Photo has operated commercial drones, offering aerial photography and video services for our clients. The elevated view shows familiar cities and landscapes in a new light, capturing details and scale often missed at ground level.

Summer is a great time to capture aerials, and we’ve been busy capturing imagery for many of our clients.  Autumn offers unique opportunities for aerial imagery as well.   Between the dramatic light and the fall foliage, it’s my favorite time of year to be photographing with a drone.

Safety and professionalism underpin all our operations.  As an FAA certified pilot, I ensure our flights meet all regulatory standards.  Our FAA certification has allowed us to secure permission to operate even in highly restricted zones, including near busy urban airports. We’re also commercially insured to further protect our clients.

If your business is considering commercial drone photography this fall, let us know how we can help create a plan that works for your specific needs and budget. 


Spring Point Ledge Lighthouse, South Portland, ME.  © Brian Fitzgerald

The Soul of Work: Unveiling Authentic Brand Culture


Man in Suit talking
© Brian Fitzgerald

I’m not just a location portrait photographer. I’m a storyteller who crafts narratives that blend stills and motion. My interest lies somewhere even deeper: capturing the culture of work, the heart and soul that beats within every office, workshop, or studio.

It’s about more than just taking pictures. It’s about showing how people work in their environment, and revealing their authentic energy. Pulling back the curtain. Peering into the hidden machinery within, and revealing how the work gets done. That’s where the magic happens.

I thrive on telling the story of the ‘real’ company. No staged smiles. I’m talking about the laughter, the teamwork, the small moments that make a workplace come alive. The behind-the-scenes connections that feel real because they are real.

Brand image isn’t just about words or colors on a website. It’s far more profound and yet as simple as the feeling you get when you walk through the doors.

When you think about your brand, remember this: It’s more than a logo or a tagline. It’s a living, breathing entity. Don’t be afraid to show the world your company’s authentic personality.

Company meetings
© Brian Fitzgerald


© Brian Fitzgerald


Company meeting
© Brian Fitzgerald

The Essential Role of Professional Photography in the Healthcare Industry


Smiling Doctor
© Brian Fitzgerald

At its core, healthcare is personal. Anyone who has visited a doctor or made an unplanned trip to the emergency room knows the feeling of wanting to be seen as an individual, as a person. Healthcare without compassion is like a library without books: a beautiful structure missing the things that give it meaning and purpose.

Nothing captures the values of healthcare — trust, connection, and compassion — like professional photography. Images are a powerful tool, shaping how we perceive healthcare institutions.

Consider the first impression of a healthcare facility. This is where photography shines. It allows a sneak peek into the establishment. The waiting room, treatment areas – every space has a story. Capturing these narratives fosters familiarity and eases apprehensions.

Staff portraits are next: the faces behind the masks, scrubs, or white lab coats. Warm, relatable portraits of doctors, nurses, and other healthcare professionals create an instant connection. They show the world real people ready to care for them and promote a welcoming image.

Patient testimonials are also crucial. Instead of showing patients in a medical setting, it’s powerful to depict them enjoying their families and living lives that, thanks to timely and quality healthcare, they now can enjoy. Seeing individuals overcoming health obstacles is inspiring, fosters hope, and resonates deeply with potential patients.

Done well, professional photography and video in healthcare go beyond aesthetics or content marketing. It’s about creating connections and building trust. It’s more than a statement of purpose. It’s a promise of care and compassion.

Doctor with child

Healthcare patient
© Brian Fitzgerald

We’d love to help tell your story through images.  Let us know how we can help!  Check out our work here.  

The Business of Life with R.M. Davis

Home-buying couple

In 2022 I had the opportunity to shoot and produce video footage for a fun campaign for a longtime client, R.M. Davis.  RMD is a financial advisory firm based in Portland with deep roots.  With a 45-year track record of working with wealthy individuals, estates and businesses, they worked with Burgess Advertising & Marketing to create a concept called ‘The Business of Life’.   My job was to create images that illustrated the concept; basically a series of vignettes showing transitional moments like college graduation or building a new home as well as individuals and business owners meeting with financial advisors.  

Here are a few of the final images as used in the campaign.  As is more often the case with my advertising clients, we built the shoots so we could take video footage as well as stills.  This was later incorporated into a Business of Life video.

I think the campaign is a powerful example of people- and client-focused marketing that really works.  

College Graduate


Industrial business owner


Couple in coastal home


Timeless Visuals: 3 Strategies for Lasting Impact

Firefighter Mowing Grass
Everyday Heroes © Brian Fitzgerald

Evergreen visual content consists of images, videos, and graphics that remain relevant and engaging for years. Unlike content tied to trends or current events, evergreen visuals focus on timeless themes, making them a valuable, long-lasting asset for your brand. Here are three tips that can help with your content plan, along with examples.

Focus on universal themes and emotions
Create visual content that speaks to your audience’s core emotions and experiences. Rather than designing an infographic about a fleeting social media challenge, create one highlighting the importance of work-life balance.

Scenario: A health and wellness brand creates a visually striking video series that explores mindfulness techniques and stress reduction, instead of focusing on a short-lived fitness fad. This series will continue to resonate with audiences, helping the brand maintain a long-lasting connection with its followers.

Female child with doctor
Your Turn! @Brian Fitzgerald

Invest in high-quality visuals
Great visuals stand the test of time, reflecting your brand’s commitment to excellence. For example, a property management company can showcase the lifestyle of their properties through professional images that highlight key features and capture the experience of actually living in their spaces. These captivating images will continue to impress potential clients and show the company to be one who cares about making the lives of residents better.

Scenario: A tech company produces a well-designed, informative infographic that simplifies complex data and conveys the benefits of their software solutions. This kind of useful visual piece will continue to educate and engage audiences, even as the industry evolves.

Optimize visual content for searchability
Ensure your evergreen visuals remain discoverable by incorporating SEO best practices. When uploading images to your blog, use descriptive filenames and alt text that accurately represent the content. Additionally, make use of structured data to help search engines better understand and display your visuals in search results.

Scenario: A travel agency creates an extensive collection of stunning destination photos, each with a relevant keyword-rich filename and alt text. As a result, the agency’s website gains increased visibility in search results, drawing in potential clients and showcasing the company’s expertise in the travel industry.

New England Beach Path
Ferry Beach, Maine © Brian Fitzgerald

By focusing in these three areas, you can create evergreen visual content that captivates, strengthens your brand’s presence, and endures over time.

Interested in creating evergreen visual content that will have a lasting impact? Let us know!

Hiring a Drone Photographer? Consider This First

Casco Bay Tugboat
The tug Peggy Winslow passes Spring Point Ledge Light near Southern Maine Community College. © Brian Fitzgerald

In the ever-changing world of drone photography, regulations and requirements are constantly updated. The FAA’s remote ID rule, set to take effect in September 2023, mandates that most drones in US airspace possess remote identification capabilities for safety and compliance. Drone pilots can meet these requirements by operating a drone with built-in broadcast capability, using an add-on remote ID broadcast module, or flying non-compliant aircraft exclusively at FAA-recognized identification areas (FRIAs)

As drone operators adapt to these changes, it’s crucial to ensure your chosen drone pilot can legally operate commercial flights. But that’s just the beginning. Here are five essential points to consider when hiring a drone photographer:

FAA Part 107 Certification: Ensure the drone pilot holds a current FAA Part 107 Certification, proving their knowledge of airspace regulations and safety procedures.
Insurance Coverage: Accidents happen. Make sure the photographer is insured to protect both parties.
Experience and Portfolio: Assess the photographer’s experience in your project type and review their portfolio to evaluate their style and proficiency.
Equipment and Capabilities: Inquire about the drone, camera, and stabilization systems used to determine their ability to deliver the desired quality.
Safety and Compliance Procedures: A responsible photographer will obtain necessary waivers, follow local regulations, and prioritize safe operation, including having a safety plan and visual observers when needed.

Address these five points to minimize risks and find a drone photographer who expertly navigates both the skies and the rules that govern them.


Looking to incorporate aerial video or stills into your content marketing? We’d love to help!

Capturing Spontaneity: Photographing First Lady Jill Biden’s Visit


Jill Biden
© Brian Fitzgerald


As a longtime newspaper photojournalist, I’ve covered my fair share of visiting dignitaries, from President George Bush (’44) to U.S. Senators and others. But, as I learned the hard way on assignment for the Arizona State University school paper, the State Press, showing up late means the Secret Service won’t let you in, even if you ask really nicely.

So, when I was recently assigned to cover First Lady Jill Biden’s brief visit to Southern Maine Community College for the Maine Community College System, I made sure to arrive early. These events are highly scripted, with an advance team marking out where the media will stand, cordoned off well away from the First Lady. Each photo opportunity has been planned, with impactful visuals virtually guaranteed — as long as you show up on time — from the positions of the people to the carefully-placed American flags.

But, just because the stage is set doesn’t mean there isn’t room for spontaneity. As a photographer, my job was to capture the story and mood of the event, even within the constraints in place. I positioned myself strategically, changed compositions, and varied my lens choice to anticipate and capture those unscripted moments.

The result was a set of images that told a genuine story, full of spontaneous moments that spoke to the human emotions and connections present at the event. As a former newspaper photographer, I’m grateful for the laboratory that experience provided me that still allows me to capture moments even in highly-controlled settings.

© Brian Fitzgerald
© Brian Fitzgerald
© Brian Fitzgerald
© Brian Fitzgerald