A passion with a purpose

Hailing from the US, Surf Coast photographer Leslie Carvitto’s love for documenting things started at a young age and has blossomed into a career supporting other women.

As the friend in school always capturing moments, her passion for photography grew, but without strong examples of full-time creatives, she pursued a degree in public relations and communications.

While working in modelling and connecting with other photographers, Carvitto’s spark for the industry was reignited, leading her to quit her job in marketing and get back behind the camera.

“I was going to classes and I was helping other photographers out, I was working underneath them, and I just thought this is for me,” she said.

“I tried out a bunch of different types of photography and finally landed on personal brand photography being my north star and particularly working with women in business.”

Through working in different jobs, she found herself collaborating with women who were growing their own brands and felt inspired to help them thrive by being visible.

 

In 2020, she took the plunge and went full time as a brand and lifestyle photographer.

From the beginning, a major focus has been helping people get over their fear of stepping in front of the camera and the fears and insecurities that come with it.

“I see my role as a personal brand photographer, particularly with women, is to activate and amplify what they’re already doing and just make sure that it’s getting seen by the right people,” she said.

“Right now, I’m really focused on visibility for women in business and just making sure that they’re not burning out by trying to do everything.”

While Carvitto has been lucky enough to find a career she enjoys thoroughly, shoot day remains one of her favourite parts, understanding the vulnerability that comes with her role.

“Even though it is business and branding, it’s still you and especially in personal brand it is about you, you are not just selling your product or you’re offering, you’re selling yourself.

“I really want to make sure that people step into the space and are just really enjoying it and not trying to just survive it, I want them to thrive doing it.”

Carvitto figured out early in her career the types of brands and people she wanted to work with and has been particular since then, not just working with any women trying to build their brand.

 

“I’m really interested in working with brands that are quite purpose driven and heart led and have integrity and are doing their work for the greater good, not just for the financial gain,” she said.

A self-described free spirt, she hopes her skills deliver photos people love and want to use, but on a deeper level hopes her time with each woman shows them they are worthy and have what they need.

Throughout the course of her career, the photographer’s general skills have developed, however it’s her ability to make others feel comfortable that she believes has changed the most.

“As time went on, I think I got more comfortable in seeing what they couldn’t see about themselves,” she said.

“Instead of just carrying out the vision that they gave me, it was more of a collaborative process where I could see what they wanted, but I could also see what they weren’t seeing.”

The photographer’s passion for what she does is strong and continues to grow with the more women she works with, witnessing many downplaying their greatness.

“I’ve been seeing a pattern essentially where someone books a shoot because they feel like they need to, or they feel like they should, they think that they need to do to get their brand visible.

“But, also within the photo shoot experience, I’m having these really deep conversations with them about what they do and what they want and I’m seeing this extra level of passion.”

Her passion is so strong that she founded the Surf Coast Women in Business Group, created from her own need to build a community after moving to Australia.

 

Carvitto set out to create the group, reaching out on an already existing Facebook page to find female creatives, where she received more than 100 comments by the end of the day.

In what she describes as a “nudge from the universe”, about 12 people showed up for a coffee, highlighting its need on the Surf Coast.

“It really grew pretty organically, and it honestly grew from my own need and desire for building community,” she said.

“It’s something that I give my time to when I can, it’s a labour of love and it’s truly just a community service.”

The impact of the groups is wide, women have created their own support networks, friendships and business collaborations.

“The bigger impact of this is that people are finding the support they need and the community that they desire of other women building brands.”

As the group continues to grow and support more women, Carvitto hopes to host more events that have nothing to do with business, but bring more women together to have fun and connect.

Head to lesliecarvitto.com or follow @lesliecarvitto.photography on Instagram.