How a personal branding session in Cincinnati helped the founder of 22 North HR create images that reflect her personality, values, and the next chapter of her business.
There’s something I appreciate about working with people who have a pretty good understanding of who they are.
Becky Kowall is one of those people.
Becky is the founder of 22 North HR, where she works as a Fractional Chief People Officer and leadership coach. With more than two decades of experience in human resources and executive leadership, she helps organizations navigate growth and change while supporting the people responsible for leading them.
She has an impressive professional background, having worked with executive teams in the technology industry and helped organizations build stronger people operations.
But after getting to know Becky, I found that some of the most interesting things about her had very little to do with her résumé.
A Connection That Started on LinkedIn
Our introduction came through LinkedIn, where Becky had been following some of the work I’d done with another client, Julie Doyle.
Becky and Julie are both active in the HR community, and their professional circles overlap. After seeing Julie’s photographs and exploring some of our other work, Becky decided to reach out.
There was one small logistical detail.
Becky lives in the Chicago area.
That’s a pretty substantial drive for a photography session in Cincinnati, and I certainly appreciated that she was willing to make it.
During our first conversation, I learned that Becky had already participated in a professional branding session elsewhere. She had some beautiful photographs from that experience, but as her business evolved, she realized there were aspects of her personality and values that she wanted her next collection to communicate more clearly.
She wanted something that felt more like her.
The Woman Her Clients Already Know
One of the questions I ask clients during our planning process is which version of themselves they want to see in their photographs.
Becky’s answer was wonderfully straightforward:
“The one my clients already know.”
I loved that response.
Becky has spent much of her career in executive leadership, and professional presence is an important part of her brand. She understands the value of presenting herself well.
But she also described herself as a jeans-and-blazer kind of woman. Someone who’s comfortable dressing up when the occasion calls for it, but who doesn’t necessarily spend every working day in a corporate suit.
She wanted a collection that could accommodate both sides of her professional life.
That made perfect sense, particularly given how she’s using her images.
As the founder of 22 North HR, Becky is increasingly visible through LinkedIn, speaking opportunities, podcasts, and other professional platforms. She needs photographs that can accompany different kinds of conversations.
Some call for a more polished executive portrait. Others benefit from something relaxed and conversational.
We planned her session with that variety in mind.
Making Room for What Matters Personally
Another important part of our early conversations centered on Becky’s faith.
She shared that her Christian beliefs have played a meaningful role in her life and in the direction she’s taken professionally.
She also explained that she wanted the jewelry she regularly wears, including pieces that express her faith, to be part of her photographs.
I appreciated her being so open about that.
It’s easy during a photography session to become preoccupied with the technical details of an image. But sometimes a small personal detail carries a great deal of meaning for the person being photographed.
Becky wanted to recognize herself in these images, including the parts of her identity that matter deeply to her.
We made sure those details were part of the planning.
A Little Preparation Goes a Long Way
By the time Becky arrived for her session, we’d already spent considerable time discussing her wardrobe, the environments we’d photograph her in, and how the images would complement the colors and overall direction of her brand.
She came prepared.
And I mean prepared.
Becky knew which outfits she wanted to consider, which looks felt appropriate for her business, and which things she preferred to avoid.
She was also very thoughtful about hair and makeup.
Having worked in the beauty industry earlier in her career, Becky knows what she likes. She wanted to look polished while maintaining the appearance people recognize when they meet her in person.
Our makeup artist, Sarah, worked with those preferences in mind.
I think that preparation helped establish the tone for the day. We already had a shared understanding of what Becky hoped to accomplish, so once the photography started, we could concentrate on working together.
Somewhere Along the Way, We Started Talking About Snacks
One of my favorite things about portrait photography is how quickly a studio conversation can wander into completely unrelated territory.
Becky’s session was no exception.
My wife Tristin, our makeup artist Sarah, and I had a wonderful time getting to know her.
We talked about her career and some of the experiences that shaped her. We shared stories about our lives. And, as tends to happen around our studio, the conversation eventually turned to food.
Apparently Becky and her husband enjoy their snacks.
Well, she was definitely among friends.
Tristin and I have been known to appreciate a good snack ourselves, and Sarah certainly isn’t going to object to that conversation.
There was plenty of laughter throughout the day.
And I think that relaxed atmosphere made a real difference.
Becky had mentioned during our initial consultation that she sometimes felt uncomfortable being photographed, despite the confidence and executive presence people associate with her professionally.
So hearing afterward that she’d felt comfortable and completely herself during the session meant a great deal to me.
In fact, when she later reviewed her proofs, she told me she could remember some of the conversations and laughter associated with particular photographs and I thought that was pretty special.
Photographs for the Next Chapter of 22 North HR
Becky launched 22 North HR in August 2024, following a long career in corporate leadership.
Today, she works with private equity-backed and mission-driven organizations, helping them strengthen leadership and build the people systems needed to support growth.
Her work frequently involves organizations experiencing transition, where experienced leadership can help teams move forward with greater confidence.
As her business continues to develop, her professional visibility is becoming increasingly important.
During our conversations, Becky mentioned plans to refresh her website. She also wanted imagery that would support her growing presence on LinkedIn, along with speaking engagements and other opportunities to share her experience.
That gave us a useful framework for the session.
We created a collection with different wardrobe choices, expressions, compositions, and environments, allowing her to select images appropriate for a variety of professional uses.
The goal was to give Becky photographs she could feel good about sharing as she continues growing her business.
What Becky Had to Say About the Experience
After the session, I asked Becky what stood out to her most.
Her answer was the relationship-building.
She wrote:
“The relationship-building, truly. From the warm welcome and studio experience to the comfort I felt throughout the shoot, the entire day felt personal and genuine.”
She also shared something that I especially appreciated:
“His preparation, patience and thoughtful direction helped me feel comfortable, confident and completely myself throughout the session.”
That feedback means a lot, particularly knowing how intentional Becky had been about the experience she wanted.
She trusted our team with something personally important to her, and I’m grateful we had the opportunity to work together.
Looking Ahead
Looking Ahead
I’ve enjoyed following Becky’s posts since our session.
One recent post about learning from mistakes particularly caught my attention. She wrote about the importance of leaders creating environments where people feel comfortable acknowledging mistakes and learning from them.
It’s a perspective that says quite a bit about the kind of leader she strives to be.
After spending time with Becky, I can certainly appreciate why she places such a high value on understanding people.
If you’re interested in leadership, organizational culture, or the challenges of navigating change in the workplace, I’d encourage you to connect with Becky on LinkedIn. She regularly shares thoughtful perspectives drawn from her years of experience working with people and executive teams.
You can also learn more about her work through 22 North HR.
I’m grateful our paths crossed through LinkedIn, and I’m looking forward to seeing where she takes 22 North HR next.
And Becky, if you’re reading this, you’re always welcome back in Cincinnati.
We’ll make sure there are snacks.
Interested in personal branding photography in Cincinnati?
At Janel Lee Photography, we work with founders, executives, and professionals who want photographs that reflect who they are and how they want to be represented.
Learn more about our Personal Branding Photography sessions.
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