A Portrait in the Brewery: Photographing Boulevard Brewing Company’s Founder

In the late 1990s and early 2000s, I was based just outside Kansas City in Lawrence, KS, working extensively as a commercial photographer. My assignments ranged from magazine features to corporate annual reports, where I captured executive portraits, CEO profiles, and workers on factory floors. One of the most memorable assignments during this time was photographing John McDonald, the founder of Boulevard Brewing Company, in Kansas City, MO.

Boulevard Brewing Company was in the midst of a major expansion—one of its first—solidifying its place as one of the Midwest’s most recognized craft breweries. The brewery was growing rapidly, and John McDonald was at the helm of this transformation. When I arrived for the shoot, we agreed to photograph him in a newly constructed section of the brewery that was just about to go live, starting its first production runs. This would be a true environmental portrait, showcasing not just the executive, but the essence of the industry he built.

Shooting an Environmental Portrait in a Brewery Setting

Unlike traditional corporate headshots, which are often done in a controlled studio environment, environmental executive portraits bring the subject into their world. Lighting, composition, and storytelling all play an essential role in making the portrait feel authentic. My goal was to capture John in a way that reflected his role as both a business leader and a craftsman.

This shoot took place before digital photography became the standard, so I was working with my medium format Hasselblad film camera, a workhorse for professional portraits at the time. I had an assistant with me—someone I had worked with for years, and who was skilled at loading film backs efficiently. As we neared the end of the shoot, I started to sense something was off. My assistant, usually flawless in handling film, was misloading rolls, even accidentally ripping out unshot film and having to reload. Something that rarely happened.

At the same time, I noticed I was feeling lightheaded. Right then, the brewmaster walked in and immediately pointed out the issue: the room was filled with CO2 buildup, a byproduct of the brewing process. He half-jokingly said that if he hadn’t walked in, all three of us might have been passed out on the floor. We quickly stepped outside for fresh air, and only then did I fully realize how the CO2 had been affecting us.

The Unique Challenges of Corporate Environmental Portraits

This experience is one of many that underscore why I love creating executive environmental portraits. Each location presents its own challenges—whether it’s CO2 in a brewery, the hum of a factory floor, or the sleek, modern aesthetic of a corporate headquarters. It’s not just about taking a portrait; it’s about understanding the environment, working with available and artificial lighting, and making the subject feel comfortable and natural in their space.

Unlike traditional studio portraits, these images tell a brand story. For an executive, an environmental portrait reinforces their leadership, their industry, and their unique role in shaping a company’s identity. That’s why businesses seeking high-quality corporate photography need a photographer who understands both the technical aspects of portraiture and the storytelling needed to visually represent their brand.

Why Hire a Corporate Photographer for Executive Portraits?

Whether it’s a brewery founder, a financial executive, or a biotech leader, the right portrait is a powerful tool in branding, PR, and marketing. Having worked extensively with executives, CEOs, and professionals across multiple industries, I bring years of experience in crafting compelling imagery that aligns with corporate identity and branding needs.

For businesses in Kansas City, Boston, and beyond, I specialize in on-location executive portraits, ensuring each image tells the right story. If your company needs compelling, professional environmental executive portraits, let’s connect.

Interested in a professional corporate portrait that showcases your business and leadership? [Let’s talk.]