40 Over 40

What is the 40 Over 40 Project?

For too long we’ve been told that beauty belongs to the young – just look at mainstream media and the fashion industry. In reality, the majority of women are over the age of 40 and have incredible life and vitality that demands to be seen. I want to stand up and say that women of all ages should be celebrated for their strength, wisdom and beauty.

My studio is new to The Gap in Brisbane. I can think of nothing better than to launch it by creating 40 stunning portraits of women over the age of 40 (40’s, 50’s, 60’s, 70’s, 80’s and beyond).



Through the 40 OVER 40 project, we can…

Show that beauty isn’t defined by age.

Capture compelling portraits with personality.

Challenge ourselves to be seen and heard.

Celebrate who you are and what makes you unique.

For to long women have been putting everyone before themselves. It is time to step up and be seen and have your time to shine!


The only criteria is that you are a woman over the age of 40! You may not think you are photogenic, but you are exactly who we are looking for. Let me show you with a little know how just how stunning you can be.

In fact, I would love to see a diverse range of women partake in this. Women of all ages, dress sizes, cultures and ethnic backgrounds.

At Created Image our aim is to pamper and treat you just like a celebrity. We want to celebrate just how special you are. Let me show you how hair, makeup, wardrobe, lighting and posing can impact just how good you too can look.

Everyone deserves to have a current photo of themselves that they love and want to show off. Everyone deserves to feel confident in front of the camera. Let Created Image show you how.




(normally $499)


A personal in-studio or over the phone consultation where we can go over styling, outfit ideas and how you would like to be photographed.


With a qualified makeup artist. Anything from natural to glam.


Up to 6 outfit changes. Up to 2 hours of shooting time. Don’t worry about how to pose, we will help you to find the right angles and poses to make you look your best.


In case you “don’t have a thing to wear”, or just need a little something extra. Red carpet looks, cocktail dresses and casual clothes available in a variety of sizes and colours.

1 COMPLIMENTARY 7×10 ART PRINT; or a $200 PRINT CREDIT towards the purchase of one of our ART COLLECTIONS.

Receive one professionally edited and printed portrait of your choice, presented in an elegant 11×14 matt; or a $200 print credit towards purchase of any of our print or wall collections (print credit cannot be redeemed for cash).


Where you will see all your beautiful photographs, choose your complimentary print and have the opportunity to purchase more.


Timeless Elegance

Images that will be loved for generations to come

Meet The Photographer

Joanne Cleland


I’ve been a photographer for more than 20 years. My career has followed my life stages – wedding, pregnancy, newborn, family, personal branding specialities. I’m now over 50 and I want it celebrated – it’s a huge accomplishment. It makes me appreciate the people that have gone before me and makes me want to celebrate them too.

I also want to help women who are like me, who have stopped existing in photos, and have stopped believing that they can look good in photos. I’m on a journey of reinventing myself and I want to help others do the same.

Time and again I love working with women who come in convinced that they can’t take a good photo and I ask them to trust me. Over the course of the session, I see them take risks and blossom. They walk out of my studio with their heads held higher and their posture straighter and a new twinkle in their eyes.

That is why I do photography. Helping people see themselves in a new and positive way is my calling. I’m never happier than when I have a camera in my hands and a willing subject before me. I want to empower women through photography, to celebrate and help them reconnect with their inner self, and to create legacy portraits that they and their families will love for generations to come!



How much better would it be if we told people our age like we were playing a video game. I'm at level 52, what about you?

Joanne Cleland

The Breast Cancer Book

Background Information for Contributors

Easter 2021 I was diagnosed with breast cancer. Friends and family were immediately concerned that meant I was going to die, but my cancer was small and relatively easy to treat. The more I learnt about having Breast Cancer, the more I wished I could find out about other people’s journeys, ones that showed that the story doesn’t always end with cancer related death. I wanted a book I could flick through, something that told the stories in a snapshot format, not a novel I had to wade through or a heavy medical textbook. So, I thought, why not create my own!

I am hoping to photograph 100 people in totally different ways, capturing different aspects of their personality, careers, backgrounds, and hobbies, as well as different aspects of Breast Cancer. This is so that anyone looking through the book can identify themselves in the photos or learn something about what their breast cancer journey may involve. I want the book to show the different emotional responses and to give the reader permission to feel whatever it is that they are feeling.

Some of the photos will be Fine Art, others conceptual, and others high end portraiture. Participation is completely voluntary, but as a thank you for being involved you will be able to select your favourite image to keep in digital format. The image you select does not have to be the image that is used in the book. After seeing the images from your session, you are welcome to veto any of them if you do not want them used in the book.

My vision is for a book format around 10”x12” in size with about 250 pages. Each person will have a double page. On one side will be the photograph that I have taken of them, their name, age, and 3 – 5 words to describe them. On the facing page will be their medical summary and then their story. It may be a whole page of writing or just a few lines. This is intentional so that people looking/reading through the book will have a lot of variety to keep their interest. Writing your story may take several drafts but know that we are with you all of the way. You will be shown the final draft of what will appear on your page before it goes to print to make certain it is correct, and you are happy for it to be published.

At this stage there is not a publishing contract but I’m hoping that an organisation like The Cancer Council or Breast Cancer Network Australia, will back the book as a fundraiser and to help me identify people who want to be involved. If you have a contact that might help me get the book published, please let me know.

I want the book to achieve three things:

1. Show that cancer does not discriminate – it doesn’t care about your age, what country you were born in, what level of education you have, what your job is, how fit you are, what your belief system is etc.

2. Show that there is no one path in dealing with breast cancer. That there are different types of cancer, different stages, and different treatment paths. There are also different responses to having cancer.

3. Show that getting a cancer diagnosis does not mean you have been given a death sentence. Unfortunately some people will die from having cancer, but many people wont.

I have created a participant questionnaire to help identify unique aspects of people’s stories so that there is a lot of diversity in the information presented in the book. To help bring out the salient points and achieve a consistent quality in the stories I will use a copywriter to help edit the text. This may mean that only one aspect of your story is published in the book, or for some people it might be a summary of their whole story. You will also be contacted at the point in time that the book is getting finalised for printing to get the status of your condition to make certain things are up to date.

To be involved you would need to be available to travel to The Gap in Brisbane to be photographed in my studio.

Together we will decide on the creative direction of your photo shoot and/or we will discuss how you would like to be photographed and discuss outfits and props etc. Ultimately, I’m hoping for these photographs to connect with people on an emotional level, for the photos to be visual stories. It is not intended to just be a book of pretty images. I am happy for people to wear casual clothes and no makeup if they want, to go full glamour, or anything in-between. I can arrange for a hair and makeup artist to help you with your look, but you would need to pay for that. I also have studio clothes that you can borrow for the photo shoot.

To create public interest in this book it is my intention to post images and/or stories from this project on my website, on social media, in marketing, in advertising, in competitions, in exhibitions and with media outlets.

All contributors to the book will need to sign a contract release which will cover all of this.

I am happy to answer any questions you have. If you would like to be involved, please let me know. If you know you want to be involved, then please complete the following:

Send me a message letting me know you want to be involved

  • Send me a friend request on Facebook
  • Send me your phone number and email address so I can contact you
  • Have a phone consultation with me where you can tell me all about you, and together we can brainstorm an idea for your story and for your photo shoot
  • Send me your completed essential information (the read Second Document) and the book contract
  • Complete whatever drafts are required to get your story ready for publishing.
  • Participate in the photo shoot
  • Select your favourite image as a thankyou gift
  • Approve the page layout

To express your interest in being a contributer please send me your details below


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Last updated: 7 October 2020

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