Next up is Indy Sagoo, Commercial and Fashion Photographer, and Senior Photographer at Gymshark. Indy’s the kind of creative who thrives in high-volume production, finding ways to make every image feel intentional and alive. Named one of the Top 50 E-commerce Professionals of 2025, his work spans everything from editorial to fashion to e-commerce and all tied together by a deep love for storytelling and an eye for what feels real.
In this episode, Indy breaks down what it really takes to stand out in today’s content-saturated world. He talks about building a personal brand that actually reflects who you are, finding your creative edge without boxing yourself in, and how to stay ahead when the industry moves faster than ever.
Ready to Dive in? Let’s go.
Takeaway 1: Niching Down Is Not Always Better
We’ve all heard it before — niche down, find your lane, stick to it. But when we asked Indy about his journey from weddings and sports to fashion and e-commerce, he offered a refreshing counterpoint. He’s never been someone who followed a single, straight path. “I didn’t start out knowing I’d end up here,” he said. “I said yes to everything that felt like an opportunity to learn — weddings, portraits, product photography, you name it.”
Turns out, there are some real perks to being a jack of all trades. Every project, no matter how different, taught Indy something new — whether it was how to read light, direct people, or build trust on set. And over time, that variety became his advantage.
And that openness, he explained, was about following his curiosity, seeing each project as a chance to learn something new. Over time, those experiences built not just his technical foundation, but also a deep understanding of people, storytelling, and the business side of creativity.
As he put it, “Every experience teaches you something: how to work with clients, how to read light, how to problem-solve under pressure. I don’t think I’d be as versatile today if I’d boxed myself into one thing too soon.”
In a world where creatives are often told to “find their niche,” Indy’s story offers a counterpoint. For him, experimentation and flexibility have been just as valuable as specialization. His adaptability has become his edge, which has proven to be a skill set that lets him evolve with the industry and say yes to opportunities others might have overlooked.
Still, he’s honest about the challenges that come with that approach. Not having one signature style can make personal branding more complicated, but for Indy, the trade-off is worth it. Staying open keeps the work fresh and keeps him learning. “Versatility can confuse people at first,” he admitted, “but over time, they start to see it as your strength. It means you can walk into any room, any project, and figure it out.”
Takeaway 2: Stand Out in the Sea of Sameness
It’s no secret that e-commerce has become a bit of a sea of sameness. Scroll through any product page or just take a quick look at Google Shopping and you’ll see it: bright-white backgrounds, harsh lighting, and images that all start to blend together. Indy sees it all the time, especially in those high-volume environments where the pressure to move fast and stay consistent can leave little room for creativity. So when he joined Gymshark, the opportunity presented itself with
Look at what everyone's doing and try and red thread what that is. And then don't do that
That mindset led to a quiet shift in Gymshark’s visual direction. Instead of the typical flat, “clean” look, Indy and his team began experimenting with warmer tones, softer shadows, and more deliberate direction, yes, small changes that made the imagery feel elevated while still fitting within a high-volume workflow. It wasn’t about reinventing the entire system, but rather refining it with intention. “You don’t always need to reinvent the wheel,” he explained. “Sometimes, it’s just about adjusting one creative variable, the lighting, the tone, the storytelling and doing it with intention. That’s what makes people stop and look.” It’s a lesson that extends far beyond photography. Being louder and bolder isn’t what Indy means, though. He says question the creative choice you’re making because every choice should earn its place in the final output Indy’s approach to differentiation is as much about emotion as it is about aesthetics. To Indy, your visuals should look good, of course! But also evoke a feeling of realness and make someone stop, notice, and remember.
Takeaway 3: AI Is Coming — So Be Ready
When the conversation turned to AI, Indy didn’t flinch. He’s not worried, just realistic. To him, the rise of AI in creative work isn’t a threat to be feared, but a shift that’s already happening, one that every creative should be preparing for.
“AI is going to change a lot of how we produce content,” he said. “But instead of fighting it, we should be asking: how can we use it?”
That mindset captures how Indy approaches change in general. Rather than resisting new tools, he sees them as an opportunity to refocus on what makes human creativity truly irreplaceable: trust, intuition, and emotion. The tools may evolve, but the heart of creative work doesn’t.
“Future-proofing your career isn’t about ignoring new tools,” he explained. “It’s about learning how to work with them and knowing what parts of your craft can’t be automated.”
At Gymshark, that balance is already in motion. Indy and his team are exploring how AI can streamline production and support efficiency, and the authenticity of real photography at the center. His vision of the future doesn’t include machines taking over, but where creatives learn to collaborate with technology in smarter ways.
“You can’t replicate the connection you build on set,” he said. “Or the energy when you capture something real. That’s what people respond to. That’s what still matters.”
Listen to the whole episode on Spotify and Apple Podcasts. For more on Indy, you can see his portfolio here and connect with Indy on Linkedin.