I think of myself mostly as a lifestyle photographer and it just so happens there's a very big trend for lifestyle look-books with brands these days. Pretty much I always shot photos of my friends and somehow have managed to find a commercial avenue for the aesthetic.
I have my favorite stylist Mila Franovic, we work together a lot. She's my best friend as well as a great stylist so it's pretty amazing. We mind-read. Telekinetics is the only way to go on location. I'm kidding. We do work well together though.
For my personal work I just keep shooting. This, that and the next thing. I try to keep to projects or themes but I'm not that organized so I just shoot and hopefully fit things into various edits.