GoodWork is a youth employment non-profit who wanted vibrant, storytelling images to grow their brand awareness. Now, their photo headlines an article in a major newspaper.

Here’s how we did it.

Our first shoot was back in 2023 and we hired a studio for the day. They still loved this gallery of images, but had used them so much, that they wanted a refresh. GoodWork had also evolved and now had their own office space to celebrate!

After our collaborative Creative Direction Session, I designed a comprehensive Shoot Plan that incorporated all of the important details and big goals that the team shared with me:

Compassion and Connection: the one-to-one support they offer young adults.
Inclusivity and Curiosity: the spirit of their early careers programmes.
Collaboration: how the team and young people work together to level the playing field.

We moved away from the studio vibes of their first 2023 shoot and moved into their own vibrant office space. Our day was a mix of energetic and quiet moments:

Workshops: We captured the movement and energy of a group workshop
Portraits: After lunch, we focused on individual and team portraits that expressed their character with ease.
1:1 Support: Our final scenes focused on the individual support with interview prep and collaborative activities, showing exactly what a young person can expect when they walk through GoodWork's doors.

Our day together was great fun! I loved meeting the latest cohort of brilliant young people, ready to get stuck into their new careers.

These fresh images have created widespread impact through their annual report and bold website.

They have also used them to successfully reached and engaged sponsors, brand partners, volunteers and young people on socials.

Then, the "stretchy goal" happened.

The Big Issue featured GoodWork in their 100 Change-makers of 2026 article, andwere featured prominently as the hero image for the piece.

Although it is very bloody cool, this wasn't an accident, a surprise or an unbelievable achievement.

In fact, it was very intentional and there are two major reasons it happened:

1. GoodWork UK are doing big things in the social mobility world by having clear values and a strong mission.

2. Since the start, they have invested in excellent story-led photography that shows sponsors and partners they are serious about what they do (in work, not in life because look at these SMILES), and the Big Issue picture editor knew would grab their readers attention in an instant.