Joanna Clem (‘17) - Clem Photo Co.

By Brittney Kimber

Joanna Clem (‘17) is finding balance in her hometown of Athens, Alabama. The proud mother of two is the owner of Clem Photo Co., capturing life’s biggest moments behind the camera. She graduated from Jax State in business with a concentration in marketing and a minor in art.    

“It’s a beautiful, challenging balancing act but incredibly rewarding,” Clem said. “I’ve always had an eye for composition and a deep desire to create. After being gifted my first camera in high school, everything clicked. I started booking photoshoots in 2013 and haven’t stopped since. In 2019, I officially launched Clem Photo Co. while working a full-time day job. As the business grew, my husband and I made the decision for me to transition away from the corporate world to focus on my primary roles as a homemaker and mother to our two children. Today, I proudly run Clem Photo Co. during nap times and after bed times.”   

Clem got her start as a director of retail marketing for a group of non-profit thrift stores in Huntsville right after graduation.

“My blended background in business and art immediately set me apart,” Clem said. “There, I got to handle everything from campaign strategies and social media to in-store signage. A few years later, I transitioned into a marketing manager role at a non-profit bookstore right here in my hometown.

When it came time for me to jump from a 9-to-5 to where I am now, my experience along the way made the transition feel natural and comfortable. Because I spent years balancing marketing strategy and design, I get to bring both sides to my photography. It helps me keep the backend of my business organized and stress-free for my clients, while focusing 100% on making them feel comfortable when it comes time for their photoshoots.”  

Clem photographs everything from newborns and weddings to graduations and funerals. She loves that her clients invite her along to all their biggest moments and milestones, and prides herself on being there for every chapter of their lives.

“When session day arrives, you can expect a relaxed, fun environment filled with genuine joy,” Clem said. “I was once told that I get great pictures because I know how to make people feel completely comfortable in front of the camera, and that is exactly what I strive for every single time. When you look back at your photos, you shouldn't just remember what you looked like. You should remember how you felt.”  

Clem advises Gamecocks to hire someone they can connect with, noting that vulnerability requires trust.

"If you do not feel safe or comfortable with your photographer, it shows in the final images. When my clients trust me and feel like they are just hanging out with a friend, the walls come down. That is when the stiff poses fade away, and we capture the raw, honest, in-between moments that actually make up a life,” Clem said. “Knowing how to discern a person's energy, lighten up a session, and connect with others is just as important a skill in photography as it is in business in general.”

Of her portfolio, Clem said she is most proud of earning repeat clients, those who begin with their engagement photos and come back for their wedding photos, maternity, newborn, and beyond.

She credits Jax State for developing the foundation of her career, from her degree to the skills she learned as a resident assistant (RA) and member of Delta Zeta.  

“Jax State gave me the perfect foundation by letting me blend a business degree with an art minor. Both completely shaped how I approach my career. My art classes equipped me with the creative fundamentals, like understanding composition, color theory, and visual storytelling. At the same time, my business courses empowered me with the actual strategy needed to build a sustainable company, manage marketing campaigns, and keep the backend of my studio running smoothly,” Clem said.

“Outside of the classrooms, I was a resident assistant,” she added. “The skills I learned in the training and hiring process truly shaped who I am today. That position helped me with everything from communication skills to problem-solving, to learning how to read a room and connect with people from all walks of life. In addition to being an RA, I am a Delta Zeta alumna. The recruitment process helped in teaching me how to build instant rapport and master the art of intentional conversation. In recruitment, you have a very short window of time to make a genuine connection and help someone feel welcome. I use that exact same skill set every time I step behind the camera. Between my time in Delta Zeta and my role as an RA, Jax State didn't just give me a formal education. It taught me how to understand people, build trust quickly, and ensure that every client feels comfortable and valued the moment they arrive at a session. Looking back, Jax State is where I truly found my footing. It was so much more than just a place to get a degree. It was a community that supported my ambition and gave me the space to grow, lead, and figure out who I wanted to be. The warmth of the campus naturally built up my confidence to pursue big things right out of college.”

Clem said to never underestimate the power of human connection, take time to build trust with others, and enjoy the journey.

“Technical skills and strategies can always be learned, but your ability to build trust and treat people well is what will set you apart in any industry,” Clem said. “I would also tell students to be patient with their journey and not to compare it to the journeys of others. When I started Clem Photo Co. in 2019, I was working a full-time day job and building my business on the side. Today, I run that same business during nap times and after bed times so I can focus on raising my children. Do not feel pressured to have everything completely figured out right away. Connect with others and build a solid foundation of reliability and friendship. If you focus on serving your community and sharpening your craft, Lord willing, success will naturally follow.”

Potential clients can view availability directly on the website. Clem said she makes the booking process as seamless as possible and stays in communication with clients as much as they need leading up to the photoshoot.