Pursuing passion: Kateland Clarke's journey from creative direction to photography

Kateland Clarke shares what led her to transition from a career in creative direction to photography and how her experience as a designer moulded her path.  

What prompted your transition from a career in creative direction to photography?

2023 was a pivotal year for me, when I became a mum a little over a year before, I realized the importance of slowing down and reassessing what truly mattered in life. As a one-and-done parent, I craved the autonomy to be fully present for all my daughter's once in a lifetime moments. Photography was always running parallel alongside my career in design, but I thought making it a full-time job might suck the fun out of it. However, my motivation shifted when I reached a breaking point and was put on a forced medical leave, which revealed the misalignment between my professional life and my personal values.

That realization was a real wake-up call. I wanted to show my daughter the importance of pursuing dreams and how taking big risks can lead to a rewarding life. So, I took a leap of faith and shifted to photography full-time. I decided that while jobs and titles come and go, the role we play in our loved ones' lives—well, that’s irreplaceable. 6 months into this transformative journey, I can confidently say it was the best decision I ever made. I now feel incredibly aligned with my work, the impact it has and the relationships I'm building.

How has your background in design and creative direction influenced your approach to photography? Are there specific skills or perspectives from your previous roles that you find particularly valuable?

My background is for sure a huge asset—I believe it’s what sets me apart, especially when working with agencies and brands. As a photographer I don't just show up and take pretty pictures, I deeply understand the entire creative process, from the early brainstorming to the final touches in post-production. This allows me to seamlessly integrate with creative teams and clients, making sure the photos not only look good but also tell the right story and slot effortlessly into the larger campaign. It’s all about making those strategic, beautiful images that resonate on a deeper level.

As a documentary-style photographer, how has your style evolved over the years, influenced by your experiences in creative direction?

My style has always leaned towards what you’d call documentary or photojournalistic. It's fascinating to me to capture the human experience—all the raw and genuine expressions and interactions. My creative direction background plays into this by reinforcing the power of authenticity. A staged photo, you can spot it a mile away, but a true moment? That hits deep! Let people see a bit of themselves or feel a connection to the subject. That's the magic I aim for in every shot.

What have been the most rewarding aspects of focusing on photography full-time and what challenges did you encounter during this transition?

Finally taking the leap and going full-time has been equal parts terrifying and empowering. You are reminded that not everyone will be your fan, but that’s okay because the right people and projects will gravitate towards you when you live and breathe your truth. The freedom to infuse my work with my personal values and to choose projects that really speak to me—that’s been incredibly rewarding. Of course, the transition wasn’t without its bumps—setting up a new routine, figuring out the business side of things and making sure I have the money I need each month to pay the bills—but knowing I’m creating work that’s truly meaningful and fills my cup is worth every challenge.

How has your experience as Creative Director and Art Director shaped your client interactions and project management approach in your photography career?

Over the years, all that pitching and defending my creative ideas, plus juggling insane deadlines, really fine-tuned my approach to working with clients and managing projects. I'm totally comfortable hashing out concepts, teaming up with other creatives and keeping everything running smoothly on set. This experience has been a game changer, making it a breeze to handle client expectations and keep everything super professional. Plus, people always tell me they appreciate how I'm on top of the details and never miss a beat with timing.

What advice would you give to those looking to transition into a career in photography?

Most importantly, have the right gear and a financial safety net. It does not matter how well connected you are, steady work will take time to build up. Embrace your unique strengths and don’t shy away from showcasing what makes you unique—photography is not just about capturing images but about presenting a view of the world that is distinctly yours.

Balancing a career transition with personal growth can be demanding. How have you managed this balance while pursuing your passion for photography?

It's definitely a juggling act, but working for myself has changed the game. Not being tied to a strict schedule or endless meetings gives me the freedom to listen to my needs. I can take time when needed and fully engage when I'm most inspired. If I’m not feeling 100%, I can take a day where I hike with the dogs and reset in nature. And on days when I’m buzzing with ideas, I can dive in without interruptions. This flexibility has made the transition smoother and honestly, more enjoyable. It feels like everything I’m doing is not just in line with my career goals, but also with who I am as a person. My work is infinitely better now that I have the space to give myself the same devotion I give everything and everyone else in my life.