Behind the Brand: How Jacqueline Colley Built a Creative Business That Stands Out

As a photographer, I’m always fascinated by the spaces people create for themselves - their little pockets of inspiration where creativity flows. Last year (2024), I had the pleasure of visiting Jacqueline Colley at her home in Hackney for a brand photography session. Jacqueline is an illustrator and pattern designer known for her bold, intricate designs and unique approach to printmaking. Her home and workspace are a direct reflection of her artistic style - colourful, playful, and full of charm.

After capturing her in her element, I sat down with Jacqueline for a chat about her journey, her business, and why showing up for your brand (both online and in person) is so important.

Meet Jacqueline Colley

Tell me a bit about yourself and what you do.

I'm a Pattern Designer and Illustrator. I mainly focus on running my own brand, where I sell prints made using a risograph machine, rice-based inks, and paper made from recycled coffee cups. I also work on commission and enjoy making things like repeat patterns for wallpaper or illustrating scarves for Hermès.

I actually studied Graphic Design but ended up in Textile Design before artistic frustration propelled me into freelance work. I didn’t dare believe that illustration could be a career, but here I am! Some days I work on making things like papier-mâché objects for myself, and some days it’s packing a wholesale order for an independent shop - I really relish that variety.

Showing Up for Your Brand

Why do you think it’s important to show your face and workspace for your brand?

I’ve been guilty in the past of doing my best not to show my face, but as a small business owner, I know that I love nothing more than seeing the face and space behind a business I love. We’re all human, after all, and you become more real to your client or customer when they can actually see who you are!

My studio space has always been a popular topic for me on social media, so I like to leverage that - especially as it’s so hard to get engagement these days.

Working from Home

Top tips for working from home?

I’m lucky because it really suits me, but it can get super lonely, so you need to factor in human connection. I go to a gym class and see the same people there every week, and I always have a chat with my Post Office crew, who I see regularly. More importantly, I love to have a coffee and a moan with fellow creatives, or I head to my screen-printing studio, Print Club, where I have a monthly membership to break things up.

I try not to eat at my desk because I think it’s good to get away from the screen, and recently, I’ve been doing short bouts of meditation, which is helping me be less anxious and more focused.

DIY Product Photography

You take your own product photos - any tips for small businesses who want to DIY?

That’s been a long road and a job I have really resented in the past, to be honest, but now it’s become a habit and I enjoy doing it. I think the main things that have helped me are cameras on phones getting so good and the fact that I have a skylight, which really helps with lighting (though not always).

Getting into styling the image is what made me find the joy in the process (plus getting to buy props to help with the styling). I also always bring up the last set of product photos I made to help guide me in making new ones, to try and keep my online shop fairly cohesive.

When to DIY vs. When to Hire a Pro

Why do you like taking your own photos, and when do you think it’s time to hire someone?

I like taking them now as I have my processes in place, so it’s not a huge burden on my time (though it used to be). If it is a burden and you’re spending ages editing, or if it feels like a task you want to avoid (been there!), then hire a pro!

I always think our time is most productively spent doing the things that we love, so if you can outsource it, then definitely do! I’d never dream of doing my own taxes, as I’d be bound to mess them up, and I loved having you in my studio to take proper photos for me - ones that now elevate my website. That’s invaluable to my business!