OUR STORY
VISUALS BY SI | BEYOND THE DESTINATION
Our Team
We are Sterre & Irena from Visuals By SI.
We have known each other since we were little, but like life sometimes goes, we lost touch for a while. In 2025, we found our way back to each other and quickly realized how much we had in common: the way we travel, the way we see the world, the kind of work we want to create, and the life we are building for ourselves.
That is how Visuals By SI started. We decided to combine our skills and travel together, creating photography and social media content for hotels, resorts, villas, Airbnbs, and other beautiful stays around the world.
What makes our work different is that we do not create empty visuals. We really feel into a place. The atmosphere, the light, the small details, the way it makes you feel when you arrive. From there, we translate that feeling into content that catches attention and attracts the right people. With our background in sales, marketing, photography, and social media, we create visuals that do more than look good - they make people want to be there.
Hi, I’m Sterre Hoogendoorn
Photographer & co-founder of VisualsBySI
My background is in biology and conservation photography, but over the years my work has grown into travel and hotel photography. After years of traveling and living as a digital nomad, I started to notice how much the photos on a hotel website influence the way people choose where to stay. Some images make you want to book immediately. Others feel empty, even when the place itself is beautiful.
That is what I focus on in my photography. I do not just capture a room or a view. I look at the light, the atmosphere, the details, and the feeling of actually being there. My style is natural, warm, and lifestyle-focused, with the goal of creating images that feel inviting and make people picture themselves in the space.
Hi, I’m Irena Obradovic.
UGC and social media creator, and co-founder of VisualsBySI
I have been creating for as long as I can remember — through drawing, painting, tattooing, and now through visual content for brands and stays. As a tattoo artist in Amsterdam, I have always worked with creativity, detail, and people’s personal stories. That way of seeing also comes into my work with social media.
Over the years, I have learned what works online and what does not. I understand how to catch attention, how to create a strong hook, and how to turn the feeling of a place into content that people want to save, share, and act on. Whether it is reels, posts, UGC, templates, or a social media takeover, I create content that feels natural, creative, and made for the right audience.
