We were lucky to catch up with Tory Morrison recently and have shared our conversation below.

Tory, thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

My biggest inspiration for starting my own business was my deep value for freedom—both in how I live and how I work. The traditional workforce often feels rigid and unsustainable, especially for women, and I found myself constantly frustrated by its constraints. I couldn’t understand why more people weren’t pushing back against a system that leaves so little room for a balanced, healthy life.

One of the biggest ways I diverge from industry norms is by structuring my work around the natural rhythms of the seasons. It feels intuitive to work longer hours in the warmer months, making the most of extended daylight, and then allowing for a slower, more restful pace in winter—because, in the end, we’re just mammals who should be hibernating anyway.

Beyond the freedom to shape my own schedule, working for myself has given me the space to be more present in my community. I believe deeply in the value of neighborhood connections, and I wanted a lifestyle that allowed me to cultivate that. Whether it’s spending time in my garden, making regular trips to the library, or having the flexibility to drop something off at a neighbor’s house in the middle of the day, these small acts of presence and care matter. Running my own business also means I can open my home more often to friends, host gatherings, and create spaces where people can come together.

For me, success isn’t just about the work I do—it’s about the life I get to build because of it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a commercial and lifestyle photographer and designer based in Salt Lake City, Utah, with over 10 years of experience in the industry. My work spans photography, videography, creative direction, design, and marketing support, all with the goal of providing an inspired and timeless perspective. I’ve had the pleasure of working with a diverse range of clients—from local businesses to international brands—helping them craft compelling visual stories that stand out.

Lately, I’ve been focusing on collaborations with outdoor brands and the food and beverage industries, offering event photography, creative direction, and personalized content creation. What sets my approach apart is my belief that every brand has a unique story to tell, and even the seemingly mundane can be visually compelling. My background across various industries—from fashion and wellness to outdoor and finance—has shaped my ability to adapt my craft to different narratives, always seeking to highlight authenticity and beauty.

My journey into photography started when my mom handed me a clunky early 2000s digital camera. I was instantly drawn to capturing small, beautiful moments—flowers, bugs, anything whimsical. That sense of wonder has stayed with me and continues to influence my work today.

Beyond my creative work, I’m passionate about community and slow living. I find joy in my garden, exploring the mountains, and hosting intimate dinner gatherings. I’m currently focusing on working with local brands and creating empowering portraits of women—helping them feel seen, celebrated, and strong through my lens.

At the heart of everything I do is a love for storytelling, connection, and creating visuals that feel alive. I want my work to inspire and resonate, whether it’s for a brand looking to elevate its presence or an individual seeking to capture a meaningful moment in time.

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

For me, the most rewarding part of being a creative is the endless possibility that comes with each new project. I love starting from zero—taking an idea, letting it simmer, and watching it evolve into something visually compelling. There’s something exhilarating about making mood boards, gathering inspiration, and brainstorming fresh ways to bring a concept to life. I enjoy chewing on a brief for a few days, letting my mind wander, and allowing ideas to surface organically. The process of transforming a vision into something tangible and impactful never gets old. Every project feels like a new adventure, and that constant evolution keeps me inspired.

How about pivoting – can you share the story of a time you’ve had to pivot?

I’ve pivoted so many times in my career and life—and I know I’ll pivot many more. I’m not naturally a risk-taker, and I don’t love change. As a Taurus, I thrive when I feel grounded and have a sense of routine. But life rarely stays still, and I’ve had to learn how to adapt while staying true to myself.

I’ve always worked in some sort of visual capacity—communications, graphic design, marketing—because design and visuals are everywhere, even in places that don’t feel traditionally “creative.” When I found myself working in investment finance, I had to shift from dreaming up bold, artistic visuals to collaborating with accountants on how to make spreadsheets more engaging for investors. It was a challenge, but it taught me that creativity isn’t limited to traditionally artistic spaces—it’s about problem-solving and making any message more impactful.

Another major pivot (for everyone) was COVID. The pandemic forced me to rethink what work could look like outside of a traditional 9-to-5. After a decade of structuring my life around office hours, I started exploring new ways to work—ones that aligned more with my natural rhythms and values. However, as someone who was trained to measure success by promotions, titles, and upward movement, I had to unlearn that mindset. I’m still learning how to find value in myself outside of my work output, and that’s been one of the biggest, most important shifts of all.

Contact Info:

• Website: https://www.torylynncreative.com/about/
• Instagram: https://www.instagram.com/torylynnnnn/
• Linkedin: https://www.linkedin.com/in/toryhallenburg/

Image Credits

All photos taken by Tory Lynn Creative