We’re excited to introduce you to the always interesting and insightful Kevin Unger. We hope you’ll enjoy our conversation with Kevin below.

Alright, Kevin thanks for taking the time to share your stories and insights with us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

For me, the biggest risk wasn’t one dramatic leap. It was slowly letting go of a version of my business that looked successful on the surface, but didn’t reflect the kind of experience I wanted to give my couples.

I’d been photographing weddings full time for years. I was busy, bookings were steady, and clients were happy. But over time I started to feel like something was missing. I wanted more space to tune in, to slow down, and to give people something deeper than just beautiful photos. I wanted to create a calm, meaningful experience that helped couples feel safe, seen, and truly present on their wedding day.

So I made a decision. I raised my prices and started booking fewer weddings so I could serve each couple more intentionally.

It was scary. I was walking away from a model that was working. I had no guarantee people would still book. There was this lingering fear: What if this doesn’t work? What if I lose momentum? What if I’m not who I thought I was?

But what guided me was a quiet conviction. I knew I could offer more than just technical skill. I wanted my couples to look at their photos and feel the day all over again. That kind of storytelling requires presence — and presence requires space.

In 2023, I started learning more about buyer psychology. Once I understood how different couples communicate and make decisions, everything shifted. I could speak to people in a way that felt natural to them. I stopped selling and started listening. That’s when I began creating work that truly reflected what mattered most to my clients. That’s when it all started to click.

Now, I work with people who share my values. They care about emotion, honesty, and the little moments that make the day feel like them. Wedding days feel calm and connected. Not that they were ever bad, but now it just feels like a better fit. Like a good wine, it keeps getting better with time.

And outside of work, I have time for my wife and daughter. I take care of myself. I have the space to be present in my own life too — which, I think, makes me better at what I do.

If someone else is on the edge of making a change like this, I’d say keep going. Don’t be afraid to ask for help. The fastest way to grow is to find someone who’s already done it and learn from them. You don’t have to do it alone.

Kevin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Kevin Unger. I’m a wedding photographer based in Niagara-on-the-Lake, and I run a business called Morning Light Photography. I’ve been photographing weddings for over a decade now, serving couples across Niagara, Toronto, and beyond. My work is rooted in presence and storytelling. I want your photos to feel like you, and I want you to feel fully present while I capture it.

I actually got started in photography back in high school. I loved music and wanted to go to concerts for free, so I started messaging local bands, offering to shoot their shows if they could get me in. It worked. From there, I began doing promo photos, charging a little here and there, and eventually started working with bigger acts. By the time I graduated, my photos had been published in magazines, featured on billboards, and even turned into life-sized cardboard cutouts in Japanese music stores. That’s when I realized photography wasn’t just something I enjoyed. I could actually build a career out of it.

To do that well, I knew I needed to understand more than just the camera. So I went to school for sales and marketing. During that time, I had the chance to work with brands like Universal, OVO Sound, and Spotify. I got to be part of some really exciting campaigns, and I learned a lot. But as fun as that world was, it didn’t fill my cup. The photos were cool, but I didn’t feel connected to what I was creating.

Weddings changed that for me. These are the photos people keep for the rest of their lives. The way I document their day is the way they’ll remember it. That’s a huge responsibility, and one I don’t take lightly. I want my couples to have images that reflect the love, the joy, the connection, and all the little in-between moments that make the day unforgettable.

These days, I focus on full wedding days and full wedding weekends. That includes welcome dinners, after parties, and everything in between. I don’t just show up with a camera. I show up with intention. I want your experience to feel calm, supported, and personal from beginning to end. Most of my clients say some version of the same thing. That I brought a sense of ease to their day, that I noticed moments they didn’t expect, and that their photos take them right back to how it all felt.

What sets my work apart is the way I tune in. I’m not there to stage or perform. I’m there to notice. To make sure your guests feel seen, your timeline feels relaxed, and your gallery tells the story of the people and energy that matter most to you.

I’ve photographed over 300 weddings, and I still find meaning in every single one. What I’m most proud of is how intentional the business has become. I work with couples who share the same values I do. They care about their people. They want to be present. They want their photos to feel like home. And I care deeply about giving them that.

If you’re planning a wedding and want a photographer who will guide when needed, blend in when it matters, and help you feel completely comfortable in front of the camera, I’d love to connect. Your wedding is more than just one day. It’s a full weekend of memories you’ll want to hold onto. I’ll be there to photograph it all, quietly, thoughtfully, and with care.

Any advice for growing your clientele? What’s been most effective for you?

The biggest thing that’s helped me grow isn’t ads or discounts or going viral. It’s getting really clear on who I want to serve and building every part of the experience around that.

A couple of years ago, I made a shift in how I approach my business. I stopped trying to appeal to everyone and started focusing on the couples who truly align with what I do, people who value emotional storytelling, trust the process, and care about being fully present on their wedding day. From there, I rebuilt my messaging, pricing, and client experience to reflect that.

A huge piece of that was learning more about buyer psychology. I wanted to understand how people make decisions and what actually matters to them, not just what looks good on Instagram. Once I started communicating in a way that matched the way my couples think and feel, everything clicked. They felt more understood, and I was able to serve them better.

From an external perspective, I’ve found that high-trust referrals and aligned vendor relationships have been the most effective. Most of my clients come through planners, past couples, or other creatives I’ve worked with. It’s not about being everywhere. It’s about going deeper in the right places.

I also believe in doing things that don’t scale. Sending handwritten notes. Following up after a wedding. Showing up with care, even when no one’s watching. Those are the things that build trust. And in a business like this, trust is everything.

Have any books or other resources had a big impact on you?

Absolutely. I’m always learning from people who are a few steps ahead, and there have been a few resources that really shaped how I think about business and client experience.

One of the most impactful has been Sam Jacobson from Ideaction Consulting. His podcast and mastermind were instrumental in helping me grow Morning Light Photography into what it is today. His approach to sales, buyer psychology, and service design completely reframed how I communicate with clients. It gave me the tools to serve people better while also growing the business in a way that feels aligned and sustainable.

Buy Back Your Time by Dan Martell was another game-changer. It helped me rethink delegation and how to build a business that supports your life instead of taking over it. That book pushed me to look at how I spend my time, what only I can do, and where I need support.

Unreasonable Hospitality by Will Guidara is one of my all-time favourites. It’s about more than great service. It’s about creating meaningful, thoughtful moments that people remember. That mindset shows up in how I photograph weddings, how I communicate, and how I want people to feel when they work with me.

I also love the way Alex Hormozi thinks. His content is clear, practical, and incredibly helpful when it comes to systems and scaling. And Pre-Suasion by Robert Cialdini helped me understand how people make decisions and how to communicate in a way that feels respectful but impactful.

All of these resources have helped shape the way I work. Not just as a business owner, but as someone who wants to lead with care, clarity, and intention.

Contact Info:

• Website: https://morninglightphotography.com/
• Instagram: https://www.instagram.com/morninglightphoto
• Linkedin: https://www.linkedin.com/in/kevunger/

Image Credits

All photos are by me, Kevin Unger of Morning Light Photography