One of my favorite things about photographing business owners is getting to watch their careers evolve over the years.
Sometimes that means updating headshots as someone moves into a new role. Other times, it means getting to photograph them as they launch an entirely new business!
I've had the opportunity to photograph Liz Hokanson several times over the past few years while shooting headshots and brand content for McCullough Law.
And I've become a pretty big fan of hers!
For the first few years I knew Liz, I actually thought she was an attorney. 😂
I only recently learned that she's been serving as the CEO of McCullough Law.
And I have to say, that made me admire her even more.
Liz is feminine, bold, powerful, kind, and humble. I love that she's built a career in the legal industry while finding her own way to lead.
And now she's building something new!
Introducing LAMWORTH: Building Something That Outlasts You
Liz's new startup, LAMWORTH, is focused on helping business owners, families, and individuals think about the legacy they're building.
Not just accumulating wealth, but thinking about what that wealth means, who it serves, and what they want to leave behind.
LAMWORTH is also built to work alongside the financial advisors, CPAs, and attorneys who serve those clients.
One of the things I love about Liz is her willingness to look at an established industry and ask whether there's a better way to do things.
She's talked about the importance of challenging the status quo in legal services, and I think that's such an interesting approach.
Especially in an industry where so much of the work is deeply personal.
I've already learned quite a bit from Liz about estate planning.
One of my biggest takeaways has been that it doesn't necessarily have to be as complicated as people think. And having SOMETHING in place is better than having nothing at all.
It's one of those things that's easy to put off, even when you know it's important.
I appreciate people like Liz who want to help others understand these things and make more informed decisions.
Brand Photography for a New Business
As Liz prepares to talk more publicly about LAMWORTH, she needed updated professional images that she could use to introduce herself and the business.
We got together for a personal branding photography session at The Asher Hotel in downtown Salt Lake City.
And I absolutely loved the direction we took!
Liz has such a great combination of confidence and approachability, and I wanted her photos to reflect both.
We created a mix of relaxed, seated portraits and images with a little more movement and personality.
I especially love the black-and-white photos of her laughing.
They're professional enough to use in a business setting, but they also show a side of Liz that people who know her will immediately recognize.
And that's something I think is really important when you're creating brand photography for an entrepreneur.
Your Personal Brand Doesn't Have to Look Like Everyone Else's
I talk about this a lot, but I really don't think professional photos need to be stiff or overly formal.
Especially when you're the person behind a business!
Your clients aren't just choosing a company. They're often choosing to work with you.
They want to know who you are, what you believe in, and what it might be like to work together.
And while photos can't communicate everything about a person, they can help make that first introduction.
For Liz, I wanted images that felt appropriate for her work in a professional industry without making her look like every other executive portrait.
She has a very distinct personality, and I love that she doesn't feel the need to leave her femininity behind to be taken seriously in business.
Her photos can be polished, professional, and still feel completely like her.
I think we accomplished that!
Why Entrepreneurs Need Brand Photos Before Launching
One thing I've learned from working with business owners is that there is SO much to do before launching a new business.
Websites, branding, marketing, networking, building relationships, and about a hundred other things.
And somehow, professional photos often end up at the bottom of the list.
But I actually think it's one of the things worth doing early!
When you're preparing to introduce a new business, you need images for more than just your website.
You might be updating your LinkedIn profile, announcing the business on social media, writing articles, being featured in publications, speaking at events, or introducing yourself to potential clients and partners.
Having a collection of professional images ready to use makes all of that a whole lot easier.
And you don't necessarily need dozens of different outfits or locations to create variety.
Sometimes a great setting, a few different compositions, and some natural movement can give you a really useful collection of photos.
That's exactly what we focused on with Liz's session.
Salt Lake City Personal Branding Photography for Business Owners
I'm so excited to see where Liz takes LAMWORTH.
I've admired her for years, and I love getting to watch her take everything she's learned throughout her career and put it toward something new.
And I'm especially grateful I got to be a small part of helping her prepare for this next chapter!
If you're launching a business, stepping into a new leadership role, or simply ready for professional photos that feel more like you, I'd love to work with you.
Lake City Photos offers personal branding photography, lifestyle headshots, and business content sessions in Salt Lake City, Davis County, Park City, and throughout Northern Utah.
Whether you're an entrepreneur, executive, consultant, or small business owner, we can create images that make sense for your work without losing the personality that makes you different.
Learn more about personal branding photography with Lake City Photos.
