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

When you need a trusted creative partner in the room.

Take the Fit Check

Be seen at the level you’re stepping into.

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.

Build authority from the inside out.

Emanate is a creative-direction-led photography experience for entrepreneurs, speakers, and thought leaders in a moment of expansion. This isn’t about better photos. It’s about aligning how you’re seen with who you’ve become. For seasons of rebrand, visibility, and next-level leadership.

Magnetic Authority is a self-guided container for people who feel visible, but not fully anchored.

If your message keeps shifting, your brand feels inconsistent, or your presence doesn’t match your capability yet. This is where you build the foundation before you scale.

Take the Fit Check

Start Here

For founders, creatives, and leaders who want a trusted long-term partner. This isn’t coaching or traditional consulting.

It’s an ongoing creative partnership focused on bringing your personal brand identity to life.

Your brand. Your website. Your visuals.
All shaped as a direct extension of who you are. The work also includes a bespoke process of identifying and aligning the right experts when needed, so nothing gets built out of sync with your core.

Explore the Partnership

Quiet. Precise. Highly Selective.

read the latest

Nick Onken portrait illustrating visual frequency of authority, presence matching identity

Visual Frequency of Authority is the energetic signature your images transmit before anyone reads a word. What it means and why two people with the same credentials read so differently.

Nick Onken portrait, three gaps in a personal brand

Every personal brand stalls in one of three gaps: Identity, Signal, or Infrastructure. Most people have the third and spend years fixing the first.

Nick Onken portrait, Life Intelligence essay on martial arts as a daily practice

A month of kung fu training in Wudang, China taught me that the body learns at the speed of honesty rather than the speed of ambition. Here is what martial arts taught me about practice.

Nick Onken portrait illustrating creative coherence between identity and image

Creative coherence is when who you are and how you’re seen are the same thing. A short, clear definition of the term, its four layers, and why it makes a brand magnetic.

Nick Onken studio self portrait, magnetic through-line

A magnetic through-line is the one or two word idea your whole brand becomes associated with. What it is, why it matters, and how to find yours.

Nick Onken, creative coherence, brand portrait

Creative coherence is the state where who you are and how you’re seen are the same thing. Why it matters more than frequency, and how to build it.

Nick Onken portrait, identity alchemy phases

Identity Alchemy runs in five phases: Deconstruct, Curate, Architect, Become, Express. A walkthrough of what happens inside each, and where people get stuck.

Nick Onken, brand photographer and creative director, portrait

Identity Alchemy is a five-phase method for rebuilding who you are and how you’re seen so the two finally match. Here is the full process.

Elevated Realism environmental portrait of an author and authority, representing a coherent personal brand built on a Brand Brain.

A Brand Brain is one authored source that holds your identity, voice, and frameworks so every AI tool writes like you. Here is what it is and why you need one.

Elevated Realism portrait of a composed expert, representing the coherent authority on the far side of the expertise-to-income gap.

Being great at what you do doesn’t automatically turn into income. Here is the expertise-to-income gap, why it exists, and how to start closing it.

Elevated Realism portrait of a polished personal brand, the kind of presence a full brand team is hired to build.

A real brand team runs $30,000 to $70,000 a year. Here is the full breakdown of what each role costs, and the engine I built to replace it for $997.

Elevated Realism portrait of a confident founder, illustrating a brand voice that sounds like a real person rather than generic AI.

Your AI sounds generic because it reads the whole internet and returns the average. Here is how to make AI write in your actual voice instead.

Elevated Realism portrait of a recognized personal brand, the kind of coherent identity behind the Brand Intelligence Engine.

For two decades I made other people’s brands coherent while my own waited. Here is the Brand Intelligence Engine I built to finally close that gap.

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