Today we’d like to introduce you to Laurie Elmer.
Laurie, we appreciate you taking the time to share your story with us today. Where does your story begin?
Until 2019, I lived a double life. I was a senior director with Abbott Labs, managing a large team and basically living the corporate life. But that was never enough for me. In the early 2000s, I accidentally became a pet photographer. What started out as pet portraits to decorate the lobby of my husband’s veterinary clinic, turned into a whole new journey. Early on, doing portrait sessions for clients and before I knew it, I was a regular contributor to multiple pet themed magazines, landing covers and even writing articles, not only on photographing pets, but also pet care and animal advocacy. Of course, we all know the story of print publications so by 2014, most of those magazines had shuttered. My corporate job pushed me into roles with more and more responsibility so for a brief time, my creative and entrepreneurial life was mostly on hold. In 2019, I’d had enough of the corporate circus and made the decision to retire.
It turns out, I suck at retirement. It didn’t take long before I, along with my business partner Knicki Knowlton launched Urban Dog Studio, a portrait studio specializing in photographing pets and their people. As our business grew, so did our space needs. The universe delivered with the opportunity to purchase (along with my second business partner, John Gascot) our studio building and home to other working artists and gallery, Studios@5663. Studios@5663 is home to a wonderful 501 (c)(3) Diversity Arts. Providing free arts programming to kids, primarily from underserved and under-represented communities.
When launching Urban Dog Studio, it was important to me that a big part of what we do is “give back” In addition to working with Diversity Arts (I’m the VP), we were also photographing rescue dogs to help them get adopted. While we knew it was helping, it was when we discovered how much it was helping (700% greater view rate, faster adoptions, attracting foster families etc.) that we decided it was time to formalize what we were doing so we could do more of it and expand our reach. That’s when we launched Pawsitive Exposure Project, a 501 (c )(3) with a mission to help dogs find their furever homes, faster, so rescues can serve more dogs. We not only provide professional photos, we provide a photographic “story” of each dog as a result of a full portrait session. We create several compelling versions of each dog’s bio, invite local businesses to sponsor dogs and help us share them via social media and other platforms. We also provide monetary and other support services to our rescue partners.
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Until 2019, I lived a bit of a double life.
By day, I was a Senior Director at Abbott Labs, a serious job managing big teams, tackling big goals, and living that polished corporate existence. But after hours, I was something else entirely: a creative, camera in hand, covered in dog hair, chasing light and feeding my soul.
My “second life” started almost by accident back in the early 2000s. My husband had just opened his veterinary clinic, and asked me to decorate the lobby with something more personal than stock art. So I started photographing the staff pets. I had plenty of experience with landscape and even wildlife photography but “studio” portraiture was a whole new world and a big learning curve, a challenge I loved! Those early portraits led to commissions, then magazine features, then cover stories. Before long, I was contributing to a full line-up of pet publications—writing about photography, pet care, and animal advocacy. Just as I was about to leave my corporate job to focus all my time and effort on editorial photography, the magazines started vanishing, victims of a new way of delivering content.
As the world shifted away from print publication, that creative chapter quieted down while my corporate one grew louder. Demanding more of my time. For a while, I convinced myself that was fine. But deep down, I knew I was ready for something more fulfilling—something real, messy, and meaningful.
So in 2019, I retired.
Turns out, I’m terrible at retirement.
Not long after leaving the corporate world, I teamed up with my long-time creative friend, now business partner, Knicki Knowlton, and together we launched Urban Dog Studio—a boutique portrait studio celebrating pets and their people.
From the start, our goal was to create an experience, not just a photo session. We built a space where laughter and slobbery dog kisses are all part of the process. We help families tell their story through fine art portraiture—capturing the bonds, personalities, and the pure joy that pets bring into our lives.
As the business grew, we needed more space—and the universe delivered.
We were already renting a studio space in Studios@5663, a creative complex in the heart of Pinellas Park’s arts district. At that time, the building was owned by the city and part of the CRA initiative. When the city decided to sell, fellow artist John Gascot and I jumped at the chance to purchase it.
We saw it not just as real estate, but as a living, breathing arts community—a place for makers, photographers, and dreamers to thrive together.
Studios@5663 already had an incredible nonprofit partner in Diversity Arts, started by John Gascot, which provides free arts programming for children, particularly those from underserved and underrepresented communities. I had already been volunteering with them, and soon after the purchase, I joined the board. Today, I serve as Vice President and continue to help guide programs that make the arts accessible to everyone.
Giving back has always been at the heart of what we do. From the earliest days of Urban Dog Studio, we donated time and talent photographing rescue dogs to help them get adopted.
We knew it helped—but when we saw how much it helped, we were floored. The rescue dogs we photographed were getting 700% more views on adoption sites, finding homes faster, and even attracting new foster families.
That impact inspired us to take things further. We launched Pawsitive Exposure Project, a 501(c)(3) nonprofit dedicated to helping rescue dogs find their forever homes faster so rescues can help even more animals.
We don’t just provide professional portraits, we tell each dog’s story through expressive photography, beautifully written bios, and shareable social media kits. We also partner with local businesses who sponsor dogs, helping us expand our reach and build community support for rescue work.
Looking back, my story isn’t really about leaving corporate life—it’s about finding alignment. It’s about realizing that creativity, compassion, and community can live at the center of your work.
Today, I get to blend everything I love: art, storytelling, and impact. I spend my days surrounded by amazing business partners, artists, wagging tails, and kids discovering what’s possible when they’re handed a paintbrush.
I traded conference calls for collaboration.
Profit margins for purpose.
And honestly, I’ve never been happier.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Of course not and honestly, I wouldn’t want it to be. Anything worth doing comes with a few bumps and detours. Those moments usually show up right when you need to take a course correction or learn something new.
Like any small business, we’ve had our share of challenges. There have been lean months, endless renovation delays, unexpected expenses, marketing ideas that fell flat, and plenty of rejection along the way. It’s all part of the entrepreneurial adventure (and really, just part of life).
The key is to not let the rough patches steal your momentum. When you’re doing something you genuinely love, it’s a lot easier to roll with the punches, laugh at the chaos, learn from what didn’t work, and keep going. Every setback has shaped what Urban Dog Studio, Studios@5663, and now Pawsitive Exposure Project have become—and I wouldn’t trade those lessons for anything
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’m a fine art pet photographer and a bit of a dog whisperer with a camera. My work sits at the crossroads of technical precision and pure dog induced joy. I have a formal background in fine art, so I bring a traditional eye to the process including light, color, movement, composition, but the heart of it is always connection.
While I do my share of traditional portraiture, I’m best known for my studio action portraits. Dogs leaping, spinning, shaking off, mid-zoomie, ears flying, everything that makes them wonderfully themselves. I love capturing that split second when a dog’s personality takes over and all the rules go out the window. It’s chaos in the best possible way, and I think that’s what makes my work stand out.
What I’m most proud of, though, is using that creative energy to make a difference. Through Pawsitive Exposure Project, the nonprofit I co-founded, I use photography to help rescue dogs get noticed and adopted. There’s nothing quite like seeing a portrait you created help a dog find their forever home. It fills my heart in ways no award or accolade ever could.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
No one builds something meaningful alone, and I’ve been incredibly lucky to have some amazing people along the way.
First and foremost, Knicki Knowlto, my fellow photographer, business partner, creative co-conspirator, and BFF. Urban Dog Studio simply wouldn’t exist without her. We share a brain when it comes to ideas, and she’s the person who keeps me laughing even on the most chaotic days.
My Studios@5663 business partner, John Gascot, also deserves huge credit. John is an extraordinary artist, community builder, and human being. Working alongside him has been an education in compassion, vision, and joy. Together, we’ve turned Studios@5663 into a vibrant creative hub that lifts up artists and brings people together through the arts.
I was also lucky to grow up in a home that nurtured creativity. My dad was a composer, my mom was a dancer, and our house was always filled with music, movement, and imagination. That early exposure to the arts shaped everything I do today.
And on a broader level, I have to credit Jane Goodall. As a kid, I devoured every National Geographic story about her. She wasn’t just studying animals, she was breaking barriers. At a time when few women were taken seriously in science or exploration, she showed me what was possible. Jane was proof that curiosity, compassion, and courage could coexist, and that a woman could change the world by following her passion. She taught me that creative work, when driven by purpose, can truly make a difference.
Finally, every single artist who’s part of the Studios@5663 community continues to inspire me daily. Being surrounded by so much talent, passion, and collaboration is like constant creative fuel. It’s impossible to walk into the building and not feel grateful.
Contact Info:
- Website: www.urbandogstudio.com www.pawsitiveexposureproject.org
- Facebook: https://www.facebook.com/urbandogstudio
Image Credits
for all images- Laurie Elmer/Urban Dog Studio
