Portraits can be taken in studio or on location. It's important to consider in advance how the images are to be used and your particular "audience". The look and feel is accomplished with expression, along with backgrounds, lighting, and posing - issues I always discuss with clients before a shoot.
I also suggest with clients that we try to anticipate any future needs in addition to current requirements. It might make sense to go with a traditional business look, and also include "business casual" or even casual shots. Often, an unexpected editorial or feature piece comes up for an industry publishing. Clients are happy to have this wider gamut of images on hand.
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