the Name


Why "Heartwing"

I'm often asked what "Heartwing" means. While it's not your typical photography business name, there is a history behind why I chose it. I spent years calling my business either "Josi Omdal Photography" or "Blink of an Eye Photography" but I never felt an ownership or personal connection to either. I wanted to name my business something that was meaningful to me, and that told a story of what I walked through.

Around 2008, after a period of feeling like my photography business was not going the way I had envisioned, I decided to pull the plug and felt like I had lost the joy in what I was doing. I didn't want photography to feel like a job, I wanted it to be a passion. So I took a break and continued taking pictures just for fun of friends and family here and there. I became content that the business side might not be for me.

Fast forward to around 2012 and I found myself itching with discontent that I was not using a gift I feel God had given me for a purpose. In pursuit to figure out what was holding me back from being in business again, I came upon a verse that was pivotal for me. "Forget the former things; do not dwell in the past. See, I am doing a new thing! Now it springs up; do you not perceive it? I am making a way in the desert and streams in the wasteland." -Isaiah 43:18-19  For me, I had to be willing to let go of a disappointment I had placed on myself years before and see that a dream I had could still be brought to life. This  began the process of choosing a new name that was personal and meaningful.

So the brainstorm list began...and the doodling...and the thoughts of just giving up all together!  I was reminded of a butterfly and the new life it has and for whatever reason I paused to doodle a sketch of a butterfly. (I'm not the greatest doodler although I'd love to be!)  As I traced over the wings of the butterfly, I pictured hearts fitting into the wings and as I drew them in, I found the words "Heartwing" being doodled right along. And it stuck!

So, Heartwing means second chances. It means hope. It means passion being lived out. It means that love comes from the heart.

It means it's okay to let your dreams fly.


the notebook "doodle" itself...2012