When Kathryn Hollinrake first stepped into the halls of Toronto Metropolitan University (formerly known as Ryerson), she had a clear goal: to learn everything she could about the technical side of the craft of photography, combine that knowledge with her innate instincts as an artist, and ply her trade as a highly trained and skilled image creator. Three decades later, as a leading corporate photographer, she brings that hard-won expertise and insight to her work.
The path was not a straight one. The technical degree she undertook prepared her more for a career as a Kodak rep than a photographer. “I spent a lot of time mixing chemicals and drawing graphs.” After two years selling film and chemicals to photographers, she realized she had abandoned her dream in favour of getting a responsible job. Inspired by her customers, she pivoted back to her original goal with renewed focus.
It took more lessons for her to fully understand and embrace the art and technique required for successful photography of people. “When I was beginning my career, I did a session for an actor. He was feeling and looking unwell that day, but I was confident I knew how to shoot a portrait. My lighting was good, but it wasn’t enough—I lacked the experience to fully direct and support my subject.”
Over her long career, Kathryn has learned from the mistakes of her early days, and, having spent time both in front of and behind the camera, she came to embrace empathy as an integral part of her practice. She understands that posing for a photographer is not easy for most people, especially those in the business world. She often quotes Master Certified Coach Dave Buck: “My certainty is greater than your doubt.” Her coaching and unflinching belief in her clients’ ability to show up powerfully draws out their inner strength and confidence, leading to authentic, compelling portraits.
Kathryn’s career also highlights the true value of specialization. Early on, she positioned herself as a general commercial photographer, but learned that being a generalist can make it harder to be top of mind as the go-to expert in any one area. With experience, she narrowed her focus to photographing people for communications and branding—a strategic shift that allowed her expertise to stand out and proved to be a “perfect fit.”
These days, in addition to being behind the camera, Kathryn is growing her reputation by sharing her expertise on LinkedIn. Not naturally drawn to self-promotion, she prefers to focus on her craft, but after attending an IABC-sponsored webinar by Warren Weeks in 2022, she realized she had valuable insights to share, particularly on preparing for and getting the most out of a business portrait photo shoot. Regular posting filled the whole e-book—“Business Portrait Tips”—available for a free download on Kathryn’s website, along with coaching professionals on showing up confidently on video calls and sharing pro-tips and insightful stories on her blog. Together, these efforts have positioned her as a trusted resource in corporate photography.
Another strategic move has been getting more involved with IABC/Toronto, specifically Professional Independent Communicators (PIC) special interest group, where she serves as Director of Membership. Her advice to fellow IABC members is simple and direct: “Go to every in-person event you can. It is connection and personal relationships that cultivate trust and visibility.”
Fun Facts:
- My Superpower: artistry/empathy/experience
- Creative Idol: Annie Liebowitz
- Alternate Dream Job: Psychologist
- Pro-Tip: Remember to breathe