an interview with Voyage Michigan

[fusion_builder_container type="flex" hundred_percent="no" equal_height_columns="no" hide_on_mobile="small-visibility,medium-visibility,large-visibility" background_position="center center" background_repeat="no-repeat" fade="no" background_parallax="none" parallax_speed="0.3" video_aspect_ratio="16:9" video_loop="yes" video_mute="yes" border_style="solid"][fusion_builder_row][fusion_builder_column type="1_1" layout="1_1" background_position="left top" border_style="solid" border_position="all" spacing="yes" background_repeat="no-repeat" margin_top="0px" margin_bottom="0px" animation_speed="0.3" animation_direction="left" hide_on_mobile="small-visibility,medium-visibility,large-visibility" center_content="no" last="true" hover_type="none" first="true" min_height="" link="" background_blend_mode="overlay"][fusion_text]Daily Inspiration: Meet Adam Johnson - an interview with Voyage Michigan by Jessica RamirezToday we’d like to introduce you to Adam Johnson.Hi Adam, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?I started Brockit Inc. in 2001, not because I set out to build a company, but because I found a way to merge two very different parts of my brain—the engineering side and the artistic side. Photography became a tool for me to visually translate how I see beauty in the world. It was cathartic. With a camera in hand, I could tell a story—shaped by light, emotion, and detail—and turn that story into something tangible.In the early days, I worked out of the loft of my barn in Pelkie, Michigan. I also leaned on the resources and mentorship of the MTEC SmartZone in Houghton. Their support helped incubate Brockit in its infancy—giving me guidance, tools, and a foundation to build from. Before long, I outgrew that space and moved the studio into a historic schoolhouse. My studio was in a big old classroom with hardwood floors, golden radiators, and natural light pouring through the windows. It felt like the right place to grow something real. Now in its maturity, we have multiple studio spaces that occupy the top of a historic brick building in downtown Hancock. Each space was restored with historical accuracy in mind but photo studio in function.Visually, as we evolved, so did the work. We expanded into commercial projects while continuing to shoot portraits and weddings. Living in a remote area meant we had to be versatile—we needed to do a bit of everything to serve a wide client base. That flexibility made us strong.Today, we’re the largest photography studio in Michigan’s Northwoods, but despite that, about half of our clients now come from out of state. We’ve become a destination wedding studio for the Keweenaw and we regularly work in the mountains of Montana and Colorado, and the cities of Detroit, Seattle, Portland, and San Francisco. On the commercial side, we’ve done more and more work with aerospace and defense companies, and on the portrait side we’ve become sought after for our empowerment sessions.One of the biggest shifts has been moving into video. It’s a new kind of challenge—telling a story not through discrete images, but through motion, pacing, and sound. It stretches both the artistic and technical sides of me, and that’s what I love about it.Our clients have been incredible. We’ve built long-term relationships with people who trust us to tell their stories with honesty and care. We’ve positioned ourselves as a premium studio, and the people who find us tend to be discerning—whether they’re commercial, lifestyle, or fine art clients.That said, one of my favorite places to shoot in the world is still right here in the Keweenaw Peninsula. We’ve gone far. We’ve grown. But the place that shaped me—its light, its land, its people—is still at the heart of everything we do.I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?Like any small business owner, I’ve faced more than a few challenges along the way—some I could have never predicted, and others I’d handle very differently in hindsight. One of the most valuable lessons I’ve learned is how important it is to build the right team. Looking back, I should’ve hired a studio manager and a bookkeeper much earlier. Once we had those roles in place, I could fully focus on what I do best—and what I actually love—which is creating imagery. Not managing spreadsheets or operations.That said, when you own a business, you’re never far from the nitty-gritty. You’re the one making sure payroll goes through, taxes are paid, equipment is insured, and thousands of dollars of gear get transported safely—sometimes by boat, seaplane, or charter jet. I’ve always been grateful to have a solid team helping carry all of that weight.But the biggest challenge we’ve ever faced was the COVID-19 pandemic.It hit fast and hard. I still remember the afternoon the governor of Michigan issued the executive order halting all non-essential business operations. That meant the studio had to shut down. Weddings were suddenly canceled or postponed. Clients were devastated. It was an overnight pause on nearly everything we did.Like many others, we leaned on PPP funding, which helped us stay afloat for 90 days. But during that time, we didn’t just wait it out—we pivoted. We reimagined large, traditional weddings as intimate, destination-style ceremonies with two or four guests instead of two or four hundred. We began handling more of the planning logistics for our couples—lodging, vendors, flowers, catering—taking as much stress off them as possible. They’d already been through enough, and we wanted to meet the moment with empathy and creativity.That pivot not only got us through the hardest months of the pandemic—it shaped the future of our studio. Destination weddings are now a core part of what we do, and I even got ordained to officiate them myself. I’ve had the privilege of standing on the edge of Lake Superior with couples, officiating their vows while a second photographer captures the moment. Those have been some of the most meaningful shoots of my career.Of course, there are still the everyday struggles of running a small business. That’s nothing new. But I think the creativity I rely on to make art on demand is the same creativity that helps me navigate business challenges. It’s taught me how to adapt, how to reinvent, and—most importantly—how to keep moving forward.Thanks – so what else should our readers know about your work and what you’re currently focused on?As a studio, we specialize in creating art out of moments. That’s really the heart of it. There’s a phrase we use often: “I see you.” And that’s exactly what I aim to do—show people how I see them. Their face, their energy, their expression, their aura. Their vulnerabilities, their fears, their joy. To be able to capture that and translate it into something timeless—that’s what sets us apart.I truly see beauty in everything. Whether it’s the quiet strength in a person during a portrait session, or the thoughtful precision in a piece of architecture—my job is to recognize it and reflect it back in a way that honors the subject. If an architectural firm hires us, we’re not just taking photos of a building—we’re showcasing the work, the vision, and the pride they’ve built into it. It’s the same with any client: I want them to see what I see in them.When we’re working one-on-one, we often step into very vulnerable spaces. People share their insecurities, their stories, their hopes. And our team is incredibly focused on creating an environment of comfort and trust—so clients feel safe, seen, and free to express themselves. That emotional safety is critical to making honest, beautiful images.With weddings, that connection becomes even deeper. Our clients welcome us into some of the most intimate and important moments of their lives, and we don’t take that lightly. We become part of their inner circle—not just photographers with cameras in their faces, but companions, collaborators, and quiet witnesses. Whether it’s a full wedding weekend or a quiet elopement on a mountaintop, we’re right there with them—not just capturing the story, but living it alongside them.We’re truly committed to our clients’ happiness. And honestly, one of the best moments in my job is when I show someone a preview on the back of the camera and they say, “Oh my gosh… that’s me?” To help someone see themselves the way I see them—and have them fall in love with that image—that’s everything. That’s what we do.Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?I’ve always loved mentoring other photographers—whether it’s breaking down the exposure triangle of aperture, shutter speed, and ISO, or helping someone find their unique voice through a lens. I also get excited about the business side: how to get started, how to grow, and how to build something sustainable. But the advice I give most often is simple: keep shooting.Keep picking up the camera. Keep pushing yourself. Work with people. Try new things. Make mistakes. Your work gets stronger every time you shoot. Confidence in your style comes with experience—and there’s no substitute for that.On the business side, one of my biggest recommendations is to formalize things early. If you’re operating as a DBA, consider transitioning to an LLC or other legal entity that separates you from your business. It matters—especially when it comes to liability, taxes, and growth.Even if you’re just starting out, don’t be afraid to involve others. A trusted friend can assist or second shoot. But when you reach a certain scale, get professional help: a solid accounting firm, insurance, and someone to help manage logistics. That’s not overhead—it’s peace of mind.One thing I see people overlook all the time is file backup. And I’ll be blunt: portable drives are not backups. I cringe when I see them treated that way. Those are fragile, failure-prone devices. Instead, invest in redundant storage—a proper file server or RAID setup. It’s expensive, yes, but these images are your legacy. Treat them like you would film negatives in a shoebox. Protect them.Technically speaking, I also strongly encourage people to shoot in RAW instead of JPEG. The dynamic range, the color control—it’s night and day. Pair that with Adobe Lightroom as your cataloging system. It’s not just for editing—it’s a powerful database that helps you manage your entire body of work. And speaking of editing: don’t rely on it to fix bad images. Aim to capture the moment well in-camera. Post-processing is for polishing, not saving.More than anything, just keep shooting. That’s how you learn. That’s how you grow. That’s how you start to see the world not just as it is—but how you see it.Contact Info:Website: https://brockit.comInstagram: https://www.instagram.com/whiskeyandradiators/Facebook: https://www.facebook.com/brockitVimeo: https://vimeo.com/brockit[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]