Higher Ed Marketers & Creatives Share Words of Wisdom for 2026

We spoke with university photographers, education marketers, and higher ed creatives who bring campus stories to life every day.

Below, you’ll find useful guidance and fresh ways of thinking you can bring into your own process, workflow, and career.

Want to share your own tips and advice? Tag @photoshelter on social media.

Inspiring advice from the online higher education community

Abbie Lankitus, University Photographer at the University of Missouri

As a photographer, get to know the graphic designers or art directors.

“As a photographer, get to know the graphic designers or art directors. They’re the ones using images for magazines, flyers, paid ads and everything in between. They can tell you what makes an image good for use with specific feedback on needs.

Something I didn’t realize about my own work until I got into conversations with our graphic designers and art directors is that I shoot really tight — too tight for banner images. So, I’ve tried to do a better job about shooting wider but also including wider shots in my edit. I also ask to see more examples of how my work is used across the university. This doesn’t apply to just university work. If you know the agency or company using your work, ask to see the results. It’s a great way to self-critique for what’s usable and what’s not.”

Ashley L. Conti, Multimedia Producer at Colby College, Waterville, Maine

Don’t be afraid to find inspiration in the mundane.

“The best advice I can give someone looking to get into higher education photography is to stay curious. Let your mind wander. Explore things. Get bored, because that can foster creativity.

We often photograph many similar subjects –– classrooms, portraits, labs –– and it can easily start to look the same, leading to a creative rut.

I’ve noticed that when I allow myself to get a little bored, my mind starts looking for interesting and new ways to capture the scene I’m in. Can I use this window to make a reflection of what’s happening in this classroom behind me? Can I use this colorful water bottle to frame the professor? What would this look like if I used the 400 mm and went super tight? What happens if I use these gelled continuous lights for this portrait? My best work has come when I was a little bored, and I let my creative side take over instead of my logical side. Stay curious and don’t be afraid to find inspiration in the mundane.”

Bob Christy, Coordinator of Photography at Kent State University

Expand your horizons and meet new people.

“Be well rounded, portraits, editorial, sports, video, etc.. Have people skills, learn from others, make connections with faculty and staff to find out what they are working on and what you can shoot. Expand your horizons and meet new people.”

Brian Powers, Assistant Director of Video and Photography at the University of Georgia Terry College of Business

Learn something from everyone you meet.

“Stay curious and open to insights from people around you. Even if it’s not directly related to your role, there’s always something to learn. Pair that curiosity with action: inspiration can come from anywhere, but growth happens best with action. Get out there, connect with people, experiment, and create. That’s how your vision and your opportunities develop.”

Dan Passapera, Photography Coordinator at Sacred Heart University

Adaptability is what allows you to grow creatively

“Don’t limit yourself to one topic or niche and never stop capturing. Higher education is fast-paced and demanding, and no two days look the same. Staying flexible prepares you for everything from producing visuals for a university magazine, contributing to a simple social post, covering athletics and more. That adaptability is what allows you to grow creatively while meeting the ever-changing needs of an institution (but don’t forget to have fun as well!).”

Eli Burris, Associate Director of Social Media Strategy at Ohio University

Be confident in what you create.

“Your reach as a higher education photographer or content creator is often farther than you realize. Alumni enjoy seeing work you might consider mundane or unremarkable—it reconnects them to a place and time they hold dear in their hearts.”

Jacy Werning, Social Media Coordinator at the University of Northern Iowa

Get comfortable saying your wild ideas out loud.

“It might feel silly, but there’s real power in a brainstorm, when you let the craziest ideas make it to the table. Nothing ventured, nothing gained. The more well-executed, unconventional ideas you bring forward, the more your team will start to buy in. Show up each day ready to voice the ideas, be the wild one in the room, that is what will start to set your content apart.”

James Brosher, Senior Photographer at Indiana University

Make work feel less like work.

“Photograph what you love. Whenever you can combine two or more passions, work truly doesn’t feel like work. I’m a cyclist and fan of bike racing so for me this happens whenever I have an opportunity to photograph Indiana University’s iconic Little 500 races. So my advice for 2026 for my fellow professionals would be to seek out opportunities to combine your passions, get inspired and make work feel less like work.”

Joe Johnston, Senior University Photographer at California Polytechnic State University, San Luis Obispo

Everything in this job is a collaboration. 

“That might mean pitching story and photo ideas within your team or working in the field with a writer, a photo assistant, or your subjects themselves. You’re counting on them, and they’re counting on you, so show up ready to listen, learn, and support one another.

Even when I arrive with a clear plan, I’ve had many moments where I’ve pivoted after a suggestion from a subject, writer, or photo assistant. Almost every time, the work ends up better because they were part of the process. If you’re married to your vision, find a way to execute it. But along the way, or after you’ve made it happen, make space for their ideas too. At the very least, it helps people feel invested, and more often than not, that shared ownership shows up in the final work. 

Oh yeah, and laugh. Have fun. This job can be stressful, but don’t forget to enjoy yourself along the way.”

Matt Stamey, Digital Photographer and Designer at Santa Fe College

Take time to make photos for yourself.

“Your photography needs are just as important as the needs of your institution. It’s easy to get bogged down and stuck in a rut shooting the endless assignments of headshots, events, check passings… etc. Take some time to play with a new idea or experiment with a new technique. Go ahead and make an image on assignment that might have nothing to do with the story, but it caught your eye. Edit, tag and save those images and treat them as you would all your other work.  In time, you’ll not only curate a fun collection of your artwork, but those images reveal a reflection of who you are as a person and photographer.”

Max Wilhelm, Creative Assets Manager at Mount Holyoke College

Focus on telling the story first. 

“Prospective and current students, alumni, and parents all connect emotionally with the lived experience of a college long before they think about academics, career outcomes, or reputation. If you genuinely care about people and feel that human connection in your work, you already have an advantage that most photographers don’t. The institution and its community provide a rich, sentimental foundation — your job is to capture that energy and help others see it, feel it, and remember it.”

Meredith Forrest Kulwicki, Assistant Visual Asset Manager at University at Buffalo

You got ‘the shot’ – but if no one can find it, does it matter?

“Take the time to add metadata and keywords to your images then upload them to a search database for others to find. The whole UB community can find and use our images without delay. The most important detail to include – the year!”

Michael Pierce, University Photographer at Missouri University of Science and Technology

Approach every assignment, story, and image with intention. 

“Before you begin, take time to understand the goal or create one for yourself. Is this meant for a big marketing splash? A billboard, magazine, or webpage? Something that needs to feel timeless? Something authentic to connect with future students? Showing the process or benefits of research? How does it align with the institution’s brand and goals? Knowing the purpose upfront—your creative intention—shapes everything that follows.

From there, be intentionally creative. Let that purpose influence how you use light, how you compose your images, how you move through a scene, how you look for moments, and the way you interact with everyone involved. Try the angle that feels a little risky. Shift the lighting to change mood. Explore ideas on purpose, not by accident. When you combine creative intention with intentional creativity, your work will start feeling more thoughtful and more connected to the story you’re trying to tell.”

Sam Huffman, University Admissions Social Media Manager at East Carolina University

Be future-focused.

“It’s easy for all of us to fall in line with how operations have been conducted for years. We get accustomed to how things are done. But in an ever-changing higher education landscape, it’s essential to be future-focused. Try to learn new ways to capture content, whether it’s filming from a unique perspective (POV), exploring new software editing techniques, delivering content through different mediums, or using new equipment. Bringing a fresh perspective can help you stand out in the higher education field, and staying future-focused can help your content truly shine on social media.

Additionally, it’s okay to make mistakes. I always say, ‘Fail forward fast. Mistakes are a portal to discovery.’ As you try new approaches, you’ll make mistakes along the way, but you learn and grow from those mistakes. You learn to adapt and discover new methods to accomplish your goals and work. Not only will you learn from your mistakes, but you’ll also gain more knowledge in your profession.”

Steven Bridges, Manager of Photography for the Office of Communications and Marketing at University of Tennessee

If you can’t identify the institution when you squint at the image, it’s stock photography.

“The strongest higher-ed content passes this squint test instantly. It feels unmistakably tied to the institution it represents, grounded in place, culture, and identity. That’s why thoughtful use of color, logos, and recognizable campus elements matters. Personal creativity absolutely has a place, but the work is always in service of the institution’s brand, operating within an established look, feel, and visual language.”