Client Feature: Indy Mindy - Children’s Clothing - Branding Photography That Tells A Story

Being invested in Indy Mindy Inc. on a deeper level than just this photoshoot makes this project very special to me. When Dee and I first connected, she was developing her children’s clothing line, and she was looking for an artist to illustrate the characters for her pyjama pieces. As a seasoned and versatile graphic designer, I have worked alongside every possible industry, and for most companies, big or small, competition is tough. After getting to know Dee and her business, I was amazed to realize that Indy Mindy filled a real market gap. Working on illustrations for such unique and much-needed products was a great joy for me. Therefore, when Dee approached me for her branding photos, I was more than excited to plan the shoot and dive in deep into what she wanted to say with her images.


Meet Deborah Vassell – the founder of Indy Mindy!


“One thing I know about myself is that I work hard, especially for something that I really want, or really believe in. I see the best in people, and I honestly really, really love them. I am a people person, and a crazy extrovert. I say the first thing that comes to mind, and usually, that thought is complimenting someone else. I am definitely very approachable, so feel free to reach out, even if only to say hi!”

– Deborah Vassell, Indy Mindy founder


What is Indy Mindy?


“Indy Mindy is a Canadian-based black-owned pyjama clothing company whose goal is to represent and empower black children. Unfortunately, black people are often underrepresented in the media. Indy Mindy aims to show black children in a different light: that they can be anything they want to be and do anything they want to do. The goal of Indy Mindy is to show that black, in fact, is beautiful.”

– Deborah Vassell, Indy Mindy founder


What is unique about Indy Mindy and why did you start it?


“EVERYTHING! I can’t think of any other company whose main aim is to empower, encourage and represent black children through words and images. That’s what Indy Mindy is about.
I started Indy Mindy because I saw the need for it. I was shopping for PJs for my baby nieces, and the only ones I saw had white characters on them. I don’t want my nieces (or anyone else honestly!), to grow up thinking that being white is the standard of beauty. There is beauty in diversity. “

– Deborah Vassell, Indy Mindy founder


What Having a Personal Brand Means


Recently I expanded on the topic of personal brand photography in my blog post for Women Who Freelance - What Is Personal Brand Photography and How Can It Help My Business?


In a nutshell, having a personality-driven business means having genuine interactions with your audience. The core is to know what your business is, and what your clients are looking for – and the starting point is to know who you are and what you want to bring to the world.

What I truly love about Indy Mindy is that there is an amazing message behind it that Dee conveys in an extremely clear and meaningful way.


“The message behind Indy Mindy is that black is beautiful, capable, and worthy. I don’t want any black person or any person of color to feel like they are ‘less than’ simply because they aren’t white. I also want to encourage black kids to shoot for the stars! We can do more than sports and music! There are other options, and the sky is the limit!”

– Deborah Vassell, Indy Mindy founder


Why Your Business Needs Personal Brand Photos


Evolving from corporate headshots, personal branding photography is relatively the new kid on the block. Whether you are familiar with it or not, when you hear the phrase “personal branding,” you immediately associate it with an individual (unless you work on a farm with the cattle – and let’s just not go there). Branding of a person is the way entrepreneurs such as coaches, instructors, service providers, sales representatives, and many more define themselves and their business.


Your business is so much more than just the product you sell or the service you provide. Solopreneurs wear many hats, and your personality shines through every little detail, including the briefest client interaction. In 2021, it’s time to leverage those things to get your audience to relate to who you are and what you have to offer.


“I wanted people to see me. The full-figured, huge personality, confidence-radiating, educated black woman who wants to empower others to live their best life! I wanted people to get a sense of who I am, so they can see the purpose of the brand that is much more.”

– Deborah Vassell, Indy Mindy founder



I certainly saw this, and I am happy I got to capture Dee radiating through her photos for you to see as well. That’s the whole purpose of personal branding photography: to dig deep into who you are, and where you’re going on your business journey, to tell your story, and what it’s like to work with you. It’s an opportunity to celebrate yourself, level-up your brand, make a greater positive impact through connection, and ultimately attract your ideal clients.


Who Personal Branding Photography Is For


Personal branding photography can be used effectively for individual entrepreneurs (such as financial advisors, coaches, authors, educators, interior designers, or other service providers), as well as businesses (such as restaurants, wellness centers, real estate teams, brick-and-mortar or online stores, product-based brands, and so on).


If you’d like to learn more about getting custom brand images for your business, check out my personal branding page.



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