TrueNorth Frames is Edmonton's local photographer marketplace — built around verified trust scores, direct communication, and zero booking fees. We exist because the old way of finding a photographer (Instagram scroll, Google guesswork, crossed fingers) was broken.
50+
Edmonton photographers
4
Verified trust sources
$0
Booking fees — ever
200+
Client enquiries facilitated
Our story
It started with a simple problem: we needed to hire a photographer for a family event and had no reliable way to evaluate the options. Instagram showed curated highlights. Google showed whoever paid for SEO. Yelp had three reviews from 2019.
We built a spreadsheet. Manually tracked Google ratings, Instagram follower counts, Yelp scores, Facebook recommendations — and averaged them into a rough "trust score" for each photographer we considered. It worked. It was also insane that we had to do it manually.
That spreadsheet became TrueNorth Frames. We automated the aggregation, built profiles for Edmonton photographers, and created a direct channel between clients and photographers — no commissions, no booking fees, no platform taking a cut of a session rate a photographer spent years earning.
We're still early. But every photographer who's joined has told us the same thing: they wanted a place that showed their real reputation, not just whoever had the best hashtag game. That's what we're building.
What we believe
Every trust score is pulled from public, third-party sources — Google, Yelp, Instagram. We never let photographers write their own reviews or inflate their scores.
We're an Edmonton product built for Edmonton clients and Edmonton photographers. We're not trying to be everywhere. We're trying to be the best place for YEG.
Clients message photographers directly. No commissions, no booking fees, no platform skimming your session rate. The money stays between the people who earned it.
Most platforms treat photographers as inventory. We treat them as the product. Their reputation is their business — we just help more people see it.
Timeline
2024
Idea formed
Couldn't find a reliable way to vet Edmonton photographers. Built a spreadsheet. Thought: there has to be a better way.
Early 2025
First photographers onboarded
12 photographers joined the waitlist before the product was even built. That told us the problem was real.
Mid 2025
Trust score engine launched
Automated aggregation of Google, Yelp, Instagram and Facebook reviews into one unified score.
Late 2025
Public launch
50+ Edmonton photographers live. First client bookings facilitated through the platform.
2026
Growing
Expanding specialties, adding portfolio tools, and building toward real-time availability.
The team
We're based in Edmonton and we use the product ourselves. That keeps us honest.
Yogesh
Founder & CEO
Sarah M.
Head of Community
Dev T.
Lead Engineer
Browse 50+ Edmonton photographers — free to search, free to message, no account required to start.