We call the portrait above an environmental portrait. The elements within the portrait help in creating context by which the reader understands what the people on the photo are all about. With enough imagination, one need not always fall into an obvious choice for an element within work environment, e.g., a photography business needs to show a person holding a camera.
In our own environmental portrait, we want to communicate our personality and approach as a business (our clients would know that it is a team effort) while at the same time showing the critical tools of trade we use. We are also showing the atmosphere that our clients will encounter when they engage our services.
Creating context for an environmental portrait still boils down to understanding the identity of the client and brand personality of the business. When an environmental portrait is done with honesty and creativity, it makes the photo resonate with the client's target audience and mirrors the experience potential customers are bound to have with the company.