Built Different - Brand Shoot
Creating a strong, confident visual identity for a growing clothing brand.
Built Different makes clothes for bigger guys — a market that's often overlooked in fashion. This shoot was about creating a set of images that felt strong, confident and true to the people the brand represents.
The Client and Objective
Built Different needed a bank of imagery that could support their brand across website and social — not just product shots, but visuals that communicated identity, presence and quality. The aim was to move away from generic fashion imagery and instead create something that their audience could genuinely relate to.
The Challenge
The biggest challenge was getting the tone right. The images needed to feel confident and powerful without tipping into something overly staged or unrealistic. It was important that the models felt natural and grounded, while still elevating the brand visually.
The Approach
An industrial warehouse space in North Manchester was chosen to reflect the strength and solidity of the brand. The creative direction leaned into a subtle narrative — positioning the models as composed, confident figures who naturally hold space. Almost like well‑dressed bouncers: strong, self‑assured and unapologetic in their presence.
The balancing of natural light with flash was key to this shoot, helping to showcase with the textures and character of the space adding depth and authenticity to the final images.
The Execution
From location scouting to directing the shoot on the day, the whole process was led with a clear visual direction in mind. The client was open and collaborative, which allowed the shoot to evolve naturally — making the most of the light, the space and the energy of the models as the day progressed.
The Outcome
The final images gave Built Different a strong visual foundation to build their brand on, with assets that can be used across their website, social media and future campaigns. The shoot marked the start of an ongoing relationship.
“Sales this year have grown 50% year on year and I can confidently say the imagery has played a massive part in that growth. We've used the shots for ads, emails and our website and the content has just performed so well. If you're looking to level up your brand image then Charlie is the best to do it.” - Tyler Ball