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How to Take a Non-cheesy Professional HeadshotThe people at Ledn, a Toronto-based Bitcoin-financial-services-provider, know that their industry can be intimidating. “When cryptocurrency companies ask people to turn over their most precious assets in the form of digital cash, trust and credibility are extremely important,” says Andrew Rapsey, the firm’s chief marketing officer. “If you look at our competitors’ websites, you’ll see lots of flashy graphics and not many human faces. We wanted our website to clearly communicate that we’re a people-first company worth trusting.”

And yet they didn’t want to look stuffy. Crypto is all about shattering the norms of finance so it was important that Ledn’s site didn’t remind customers of a bank. (Read: no stern-looking men in three-piece suits.) To that end, Ledn commissioned new employee headshots. “We wanted the personalities of our executive team to shine through,” says Rapsey.

The company enlisted the services of Natalia Dolan, a Toronto-based portrait photographer whose past clients include Google and Meta…

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