For Caitlin Lang, the founder of Liquid Form Design, business isn’t just about beautiful branding or slick websites. It’s about purpose. Her mission is crystal clear: she’s out to change the narrative for women in business, one design project at a time. And if you’re wondering why she only hires female photographers, the answer is as layered and interesting as Caitlin herself.
Caitlin specializes exclusively in serving women-owned businesses—coaches, consultants, solopreneurs—essentially, service providers who are, like Caitlin, putting themselves on the line with every client. “I only work with women because that’s who I most like to work with. And I just— I really firmly believe that nothing bad ever came from giving women more money and more power. So anything I can do to help women have more money and more power, is really exciting to me,” she says.
Her approach is refreshingly direct and unapologetic, and it’s shaped not only her client roster but her entire creative team. Take photography, for instance. Caitlin tried working with male photographers early on, but the experience didn’t fit. “We just… we didn’t connect. He had a really bro-y sort of aggressive attitude, and I just was immediately put off by his whole attitude,” she shares. Instead, she found that collaborating with women photographers—who understand the nuances, insecurities, and details unique to women—creates photoshoots where everyone feels seen, heard, and supported.
Here’s the thing: getting your professional photos taken is vulnerable. You’re putting your real self out there, hoping the person behind the lens understands not just light and angles, but also self-doubt, body quirks, and the desire to look not just professional, but powerful. “Being photographed is very vulnerable. You’re opening up your soft underbelly, and you have to reveal yourself. And that’s much more comfortable, I think, with other women, too, to be vulnerable in that way,” Caitlin admits.
Why Caitlin Lang Only Hires Female Photographers (And Clients Love Her For It)
If you’re a woman business owner, you know all about the little things—like worrying about how your neck looks, or if your shirt is sitting right. “Women photographers get it,” Caitlin explains. “Only a woman can understand that and work with a woman with the sensitivity that another woman can.” That sensitivity results in photos that capture more than just a look; they capture ambition, approachability, and strength.
Caitlin’s clients are often women who haven’t seen themselves reflected authentically in traditional business imagery. Many work in male-dominated industries and need both strategy and visuals that signal “I belong here.” For Caitlin, it isn’t enough to help them look the part—her work helps them feel ready for the stage.
She’s also candid about her own hesitations when it comes to stepping in front of the camera. “I’ve been telling women for twenty years how important it is to get professional photos, and I didn’t do it until two weeks ago myself.” When she finally did, it was with a woman who “was so interested in telling women’s stories and going into their spaces and really showing women as, like, telling her complete story in her space.” The experience felt supportive, detail-oriented, and—most importantly—fun.
Championing Detail and Comfort for Women Entrepreneurs
Ask Caitlin about what happens behind the scenes in her design sprints, and she’ll light up talking about the shared language that women service providers seem to have. Details matter, from fixing flyaway hairs to knowing what kinds of posing flatter different body types. “She was just paying attention…very detail-oriented, and she was fun. Like, it just felt like I was hanging out with a girlfriend,” Caitlin says about her photographer. It’s the kind of environment where authenticity thrives—and shots do, too.
Her philosophy? When women are in control of their image, money, and message, entire communities benefit. Caitlin builds trust with her clients, offering a safe place to show up (literally and figuratively) and try something new. Her impact is felt not just in how her clients look in their branding, but in how they feel about themselves as leaders.
Personal Side: Honest, Relatable, Real
Outside of her business, Caitlin is as real as they come. She’s the first to admit she’s relied too much on her iPhone and a tripod for business photos, procrastinated professional shoots, and overlooked self-care (“I have not seen my nails done since COVID”). But she’s also the first one to support your bold step or quiet vulnerability.
She laughs easily, cares deeply, and brings her full self to every project—mistakes, learnings, and all.
In a world obsessed with one-size-fits-all branding, Caitlin Lang is quietly but powerfully flipping the script for women. Her legacy? Creating spaces where women get to show up as themselves—and making sure they look (and feel) unstoppable when they do.