The Ultimate 15-Minute Personal Brand Audit Checklist

FREE DOWNLOAD

Discover What’s Holding You Back from Being Seen as an Authority

3/25/14

These 4 Lenses Make My Perfect Arsenal

I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.

These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).

So here is a deeper description of each lens, the thought process, and what I use them for:

The 20mm f2.8
2014 Nick Onken Shoptalk Post

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.

2013 John Peel Alternative Training LA

Conde Nast Traveler: Active CarribbeanBarbados

The 35mm f1.4L
2014 Nick Onken Shoptalk Post

This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.

2013 Generosity Water Launch shoot

2013 Zach & Kelly: Montauk Love

The 50mm f1.2L
2014 Nick Onken Shoptalk Post

I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.

Old Navy Brand Book Fashion Shoot Los Angles, CA - Feb 14, 2012

The 70-200mm f2.8L IS II
2014 Nick Onken Shoptalk Post

This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.

2014 Pencils of Promise Ghana 200th

2013 Zach & Kelly: Montauk Love

Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.

What lenses are in your arsenal?

LET'S CONSPIRE & CREATE

CULTIVATING YOUR VISUAL UNIQUENESS AND STREAMLINING YOUR BRAND'S EVOLUTION

I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.

These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).

So here is a deeper description of each lens, the thought process, and what I use them for:

The 20mm f2.8
2014 Nick Onken Shoptalk Post

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.

2013 John Peel Alternative Training LA

Conde Nast Traveler: Active CarribbeanBarbados

The 35mm f1.4L
2014 Nick Onken Shoptalk Post

This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.

2013 Generosity Water Launch shoot

2013 Zach & Kelly: Montauk Love

The 50mm f1.2L
2014 Nick Onken Shoptalk Post

I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.

Old Navy Brand Book Fashion Shoot Los Angles, CA - Feb 14, 2012

The 70-200mm f2.8L IS II
2014 Nick Onken Shoptalk Post

This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.

2014 Pencils of Promise Ghana 200th

2013 Zach & Kelly: Montauk Love

Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.

What lenses are in your arsenal?

3/25/14

These 4 Lenses Make My Perfect Arsenal

Blog

infuse your vision with a fresh breath of  creativity and vitality

BOOK A BRAND PHOTOSHOOT

GET THE DETAILS

GET THE DETAILS

infuse your vision with a fresh breath of  creativity and vitality

PODCAST

BRAND INTELLIGENCE

CREATIVE INTELLIGENCE

LIFE INTELLIGENCE

I can tell you which ones I use and why I think they work well for what they are in terms of the various types of photography that I shoot.

These lenses make up a great range for me: 20mm f2.8, 35mm f1.4L, 50mm f1.2L, and the 70-200mm f2.8L IS II. Since I’m never shooting any sporting events or wildlife, I never need to go more than 200mm. These lenses provide the range I need without using zoom lenses in the wider angles. I prefer the prime lenses when working in the closer ranges with talent because they get me to move in and out physically to compose the frame. I also feel the prime lenses are much sharper in the closer ranges than say the 24-70mm f2.8L (which is still a great lens).

So here is a deeper description of each lens, the thought process, and what I use them for:

The 20mm f2.8
2014 Nick Onken Shoptalk Post

This is not an L series lens, but still has a great feeling and quality. I use this lens for travel, landscapes, and dynamic action lifestyle where I can get super close. The lens has an interesting vortex feeling that works great with landscapes. Dynamic action or journalistic image are great where the subject is close to the lens. This is a fantastic lens for sports shots.

2013 John Peel Alternative Training LA

Conde Nast Traveler: Active CarribbeanBarbados

The 35mm f1.4L
2014 Nick Onken Shoptalk Post

This lens is great for lifestyle groups and tighter spaces that need to capture more environment. It works great for indoors when you are working withing a confined space. One thing to be aware of is shooting one person vertically full body, it tends to distort a little. I prefer the 50mm when it comes to this type of shot. The 35mm is great for movement and action with 2-5 people.

2013 Generosity Water Launch shoot

2013 Zach & Kelly: Montauk Love

The 50mm f1.2L
2014 Nick Onken Shoptalk Post

I love this lens for lifestyle imagery with one person. I call this lens the “real life” lens. It feels very real to what the normal eye sees. This lens is great for portraits and one on one interaction with a subject. Lifestyle and fashion images with one subject are great for this lens.

Old Navy Brand Book Fashion Shoot Los Angles, CA - Feb 14, 2012

The 70-200mm f2.8L IS II
2014 Nick Onken Shoptalk Post

This is the only zoom lens that I use, and it serves it’s purpose. I use it a lot when I’m shooting travel photography. I can shoot moments that happen further away without being intrusive or even the subject knowing. This lens also works great for tighter portrait as it compresses the image. I also love shooting subjects in a bigger environment with it because it gives the scene a dreamy feeling. I’ll also shoot some fashion images with it to compress the background and really put the focus on the subject and clothes.

2014 Pencils of Promise Ghana 200th

2013 Zach & Kelly: Montauk Love

Overall, I experiment and use these lenses interchangeably. I try each of them out in different situations to see what makes the most sense.

What lenses are in your arsenal?

3/25/14

These 4 Lenses Make My Perfect Arsenal

infuse your vision with a fresh breath of  creativity and vitality

BOOK A BRAND PHOTOSHOOT

masterfully aligning perception and reality through personal branding 

GET THE DETAILS

Hey! I'm Nick.

PHOTOGRAPHER
BRAND ALCHEMIST
TEACHER

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia.

GET THE DETAILS

infuse your vision with a fresh breath of  creativity and vitality

LET'S CONSPIRE & CREATE

CULTIVATING YOUR VISUAL UNIQUENESS AND STREAMLINING YOUR BRAND'S EVOLUTION

read the latest

Entrepreneur using AI-powered tools and custom GPTs to streamline business tasks and save time

TL;DR – What You’ll Learn in This Post AI Isn’t Optional Anymore If you’re running a business in 2026 and not using AI, you’re already behind. That’s not hype. It’s just the reality of how fast things are moving. Whether you’re a coach, creative, consultant, or brand builder — AI is how you stay lean, […]

Nick Onken directing a personal brand shoot in an editorial studio environment

Because this isn’t just a photoshoot. It’s a portal. If you’re here, you already know this isn’t about taking “pictures.” It’s about capturing essence. Crafting identity. Transmitting the frequency of who you are becoming. This is more than a brand refresh. It’s a visual rite of passage. And it begins with a simple, sacred step: […]

Personal brand shoot showing client in an iconic outdoor location reflecting their story and energy

TL;DR – What You’ll Learn in This Post Your Brand Lives in a Specific Universe A personal brand isn’t just what you offer — it’s the world you create around your work.That universe gets defined through imagery. Not only your presence, but the environments you inhabit. The textures that surround you. The quality of light […]

A visual comparison between traditional headshots and editorial-style brand photography for personal branding

You’ve probably seen both. You might even think they’re the same thing. But there’s a fundamental difference between headshots and brand photography that changes everything about how your audience perceives you. One simply shows your face. The other tells your story. What Headshots Are Actually For A headshot has one job: identification. Think of it […]

Alyson Stoner dancing with a red umbrella on a Brooklyn rooftop during a personal brand photoshoot by Nick Onken

TL;DR – What You’ll Learn in This Post You Are the Brand If you’re still hiding behind your offer… If you’re still using a cropped wedding photo for your headshot… If you’re still telling yourself you need to “figure it all out first”… Let this be your permission slip: You are the face of your […]

Tattoo artist Balazs preparing his tools in studio as part of a creative ceremonial tattoo session

TLDR | What You’ll Learn in This Post This Wasn’t Just a Tattoo I’ve wanted a tattoo from Balazs for years. Not because he’s popular, but because I knew this guy was channeling something real. When the time finally aligned, I didn’t just walk into a session. I stepped into a portal. The Intention: A […]

Entrepreneur being photographed in a curated natural light space, styled for brand authority and emotional presence

If you’re an entrepreneur, your personal brand isn’t just a logo — it’s your face, your energy, and the story you’re telling in every scroll. So when it comes to choosing a personal brand photographer, you don’t need someone who just “takes nice pictures.” You need someone who knows how to translate your identity into […]

Elevated personal brand client standing in a design-forward modern home filled with natural light and styled with intention

TL;DR – What You’ll Learn in This Post Your Location Isn’t Background — It’s Identity Where you shoot isn’t just about what looks cool. It’s about resonance. It’s about embodiment. It’s about visually designing a space that holds your energy. “Your brand visuals don’t just show who you are — they show the world you […]

Personal brand client in a curated studio setting, captured mid-movement during an Elevated Realism™ photoshoot

A personal brand is not your logo. It’s not your colors. It’s not just your website. Your personal brand is the perception people have of you when you’re not in the room — shaped by your presence, your visuals, your voice, and how consistently you embody your values. It’s who you are and who you’re […]

Creative entrepreneur enjoying morning sunlight through a large studio window, surrounded by curated objects that reflect a creative lifestyle

TL;DR – What You’ll Learn in This Post Your Brand Isn’t a Feed — It’s a Frequency We’ve all seen it: the influencer with polished photos but no soul. The brand that feels like a mask. That’s not personal branding — that’s performance. A real personal brand? It’s how you live. It’s what you do […]

Personal brand client looking out over a vast landscape, symbolizing expansion and self-leadership through identity

A Brand Isn’t Just a Logo — It’s a Mirror Your personal brand isn’t a website, a color palette, or a polished grid. It’s an evolving expression of who you are — and who you’re becoming. More than that, it’s a container. A space that calls you to rise. To embody your message. To stay […]

Nick Onken photographing a client mid-movement during a personal brand photoshoot with studio light and expressive storytelling energy

Let’s put it this way: If you want stiff headshots in a gray suit against a beige wall — probably not. If you want a photoshoot that feels like an editorial spread, emotional breakthrough, and creative awakening all in one — then yes. Nick Onken is very good at what he does. What Makes Nick […]

A side-by-side comparison of a dull, flat brand photo next to an expressive, vibrant Elevated Realism™ image

Most First-Time Brand Shoots Miss the Mark — Here’s Why If you’re preparing for your first brand photoshoot, you’re likely focused on the obvious: outfits, lighting, maybe even the perfect smile. But what actually makes a photoshoot land is much deeper — and most people don’t know what to look for. And unfortunately, that’s why most first-time […]

About the Blogger

I was born in a low middle class conservative religious family in the suburbs of Seattle. Art was and always has been my passion, and more than that a way of life. Starting as a graphic designer, I taught myself photography, built a commercial/editorial business shooting for the worlds biggest brands like Nike, Coca-Cola, Adidas and more. I've also had the opportunity to photograph the world's biggest celebrities like Justin Bieber, Usher, Jessica Alba and more. I've curated a lifestyle around creativity and have learned a lot along the way which I get to share here. 

I was born in a low middle class conservative religious family in the suburbs of Seattle. Art was and always has been my passion, and more than that a way of life. Starting as a graphic designer, I taught myself photography, built a commercial/editorial business shooting for the worlds biggest brands like Nike, Coca-Cola, Adidas and more. I've also had the opportunity to photograph the world's biggest celebrities like Justin Bieber, Usher, Jessica Alba and more. I've curated a lifestyle around creativity and have learned a lot along the way which I get to share here. 

NICK'S STORY