We recently connected with Kyle Matthew Jones and have shared our conversation below.

Hi Kyle Matthew, thanks for joining us today. Let’s start with the story of your mission. What should we know?

North Arrow Creative’s mission statement is: Regardless of race, gender, creed, sexual orientation, or alternative relationship structure – we believe that all love should be celebrated.

North Arrow exists to celebrate all forms of love and identity. Through inclusive storytelling and a deep curiosity about each client’s unique journey, we aim to capture what matters most — authentically and without judgment.

Rachel and I chose this mission because we believe photography and videography aren’t just about visuals — they’re about people and the stories behind them. Our personal values and lived experiences drive us to create a space where everyone feels seen, respected, and represented. We want our clients to feel not just like subjects in front of a camera, but like collaborators in telling a meaningful, emotional story.

We met 10 years ago and instantly clicked—we became best friends, life partners, co-parents to our dogs, and eventually, business partners. Together we set out on a mission: to explore the world with cameras in hand, and create lasting memories along the way. North Arrow Creative isn’t just a business to us; it’s a reflection of our journey. Every photo, every video, every story we capture adds to the bigger picture of our lives together!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

We’re Kyle and Rachel, the duo behind North Arrow Creative, a photography, videography, and design studio based in St. Louis. We officially launched in 2018, and since then, we’ve had the privilege of traveling all across the U.S. and internationally—covering everything from cozy backyard weddings to adventurous elopements, as well as creative portrait sessions and commercial design work.

Kyle’s journey into photography began in high school. Armed with a Canon Powershot A640 which he still owns. He spent countless hours exploring rural roads, photographing anything that caught his eye. After a few years shooting weddings for friends, he realized he loved it more than his architecture career—and decided to take the leap into professional photography. Rachel joined in a bit later, initially just looking for more time with Kyle. But before long, she discovered photography was the perfect creative outlet and a way to build confidence—both for herself and for the people we capture.

We specialize in weddings, elopements, and portrait sessions that celebrate all kinds of love and identity. Whether we’re documenting a small backyard ceremony, a big city wedding, or a bold editorial shoot, our goal is always the same: to create imagery that’s true to who you are.

What truly sets us apart is our commitment to inclusivity, authenticity, and genuine human connection. We believe in celebrating all love, regardless of race, gender, orientation, or relationship structure, and strive to make everyone feel comfortable, seen, and heard as mentioned in our mission statement. We’re not just here to snap photos and disappear; we take the time to get to know you, understand your story, and capture what’s most meaningful. It’s part of the reason we have so many repeat clients asking us to capture each important milestone in their lives.

The name, North Arrow, comes from Kyle’s background in architecture. In blueprints, the north arrow is a guiding symbol—just like on maps—which perfectly ties in with our love of travel and exploration. Photography allows us to blend everything we’re passionate about: art, travel, meeting amazing people, and sharing their stories.

Above all, we’re proud of the trust our clients place in us and the friendships that grow from that trust. We’ve documented weddings and events throughout the U.S. and beyond, but at the heart of it all are the people we get to connect with. When couples tell us they felt genuinely cared for and that the photos or videos reflect their true selves, that’s the ultimate reward.

For you, what’s the most rewarding aspect of being a creative?

The most rewarding aspect of being an artist, at least for us, is the connection we build with the people we photograph. There’s nothing quite like hearing that someone felt truly seen and celebrated in the work we created for them. When clients come back to us or refer their friends and family, that trust means everything. It’s a reminder that we’re doing more than just capturing images – we’re preserving emotions, memories, and moments that matter deeply.

We love the creative process, of course, finding the right light, framing a fleeting moment, bringing something meaningful to life, but what really fuels us is the human side of what we do. We spend a lot of time getting to know our clients, helping with timelines, planning locations, and offering guidance throughout the process. Our goal is always to be more than just vendors; we want to be a calm, grounding presence – someone they can rely on during what’s often one of the most important days of their lives.

While a good portion of our work happens behind a computer editing and emailing, our favorite part is being outside, exploring, location scouting, and being in the moment with the people we’re working with. We love turning those moments into meaningful, lasting art, something that stirs emotion long after the day has passed.

What sets our approach apart is how much we care. We don’t just aim for the perfect shot, we aim to build trust, to create space for vulnerability, and to make people feel valued. That kind of connection is rare, and it’s what makes this work so fulfilling.

Have you ever had to pivot?

Obviously, the pandemic in 2020 was a trying time for many businesses, especially in the event and creative industries. With weddings being postponed, canceled, or completely reimagined, we had to rethink not only how we operated, but also how we showed up for our clients. We learned how to be more flexible, how to communicate with clarity and empathy, and how to guide people through a process that was often filled with uncertainty. That experience really sharpened our ability to stay calm under pressure and become a grounding force for our clients while also learning to let go of what we couldn’t control. We also explored new ways to serve people safely, whether through smaller, intimate elopements or virtual content.

Another pivotal moment was when we both decided to leave our steady jobs to grow North Arrow Creative full time. It was definitely a leap of faith. Rachel had to trust that the creative work she loved could also sustain her financially and emotionally. Kyle eventually walked away from a career in architecture, something he had studied and worked in for years, because he knew photography and self-employment was where he was meant to be. It wasn’t easy. We had to restructure our lives, not just our work routines, and commit to building something together from the ground up. That decision has given us the freedom to create, collaborate, and connect with people in ways we never could have if we’d stayed where we were.

Both of these moments taught us how to adapt without losing ourselves. They reminded us that growth often comes from risk and discomfort, and that we’re capable of figuring things out together even when the path ahead isn’t totally clear.

Contact Info:

• Website: https://northarrowcreative.com
• Instagram: https://www.instagram.com/north_arrow_creative
• Facebook: https://www.facebook.com/NorthArrowCreative
• Youtube: https://vimeo.com/northarrowcreative
• Other: Google Business Profile: https://g.co/kgs/rbMu8AS

Image Credits

Rachel Megan Jones and Kyle Matthew Jones of North Arrow Creative