Capturing the Funkytown Spirit
This portrait series was created as part of a full website rebrand for Funkytown Fitness, a group fitness and training studio in St. Augustine, Florida. Funkytown is more than a gym—it’s a community built around movement, strength, joy, and individuality. From the very beginning, the goal of this shoot was clear: to visually translate the studio’s vibrant, high-energy culture into a set of instructor portraits that felt bold, fun, and unmistakably funky.
Rather than relying on traditional fitness photography tropes—neutral backdrops, static poses, or overly polished aesthetics—we wanted these images to feel alive. Funkytown Fitness thrives on personality, rhythm, and connection, and the portraits needed to reflect that spirit. These photographs introduce the instructors not just as trainers, but as people: confident, expressive, powerful, and welcoming.
Concept & Creative Direction
The creative direction for this shoot centered around contrast and energy. Funkytown Fitness is rooted in movement, sweat, and intensity, but it’s equally defined by joy, laughter, and play. Our approach embraced that duality by pairing strong, athletic poses with moments of spontaneity and expression.
Color played a critical role in shaping the visual language of the shoot. Saturated oranges, yellows, blues, magentas, and reds were used to create dynamic, layered lighting environments that felt bold and contemporary. These colors weren’t chosen at random—they echo the vibrancy of Funkytown’s brand while also evoking warmth, motion, and rhythm. The lighting wraps around each subject, sculpting muscle tone and form while also adding a sense of theatricality and fun.
The goal was not uniformity, but cohesion. Each instructor was photographed in a way that highlighted their individual personality, yet all images share a consistent visual framework. This balance allows the portraits to work seamlessly together on the website while still allowing each instructor to stand out as their own presence.
Environment & Visual Style
The shoot took place against clean, minimal backdrops that allowed color, light, and subject to take center stage. By removing environmental distractions, the portraits focus entirely on body language, expression, and energy. This simplicity creates a strong visual impact while ensuring the images remain versatile across web layouts, mobile views, and marketing materials.
Lighting was intentionally expressive rather than subtle. Harder edges, colored highlights, and layered shadows give the images depth and dimensionality. This approach mirrors the intensity of a Funkytown class—bold, sweaty, and powerful—while still feeling polished and intentional.
Visit Funkytown Here: https://www.funkytownfit.com
