Behind The Print: Light, Landscape, and Legacy in the White Mountains
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode of Behind The Print, I sit down with Christopher Whiton, nature photographer and owner of White Mountain Images, to explore the power of storytelling through landscape photography. Chris shares how his deep connection to New Hampshire’s White Mountains inspired a journey from hiking trails to gallery walls, and how his print materials like calendars, postcards, and puzzles to bring his vision into homes across the world. We’ll dive into the business behind his breathtaking shots, the challenges of staying authentic in a fast-paced world, and how print helps make lasting impressions with customers, one image at a time.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.
9-minute read
“You need to print something, you need to put it out there. Stop in a business and say, here, this is what I have, this is my proposal. Give me a shot.” Christopher Whiton, Owner
Transcripts from Behind The Print with Christopher Whiton, Owner of White Mountain Images
Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is Light, Landscape, and Legacy in the White Mountains, and I’m here with photographer and owner of White Mountain Images, Christopher Whiton.
Christopher Whiton: Hi!
Zoe Fisher: Hey! Chris, can you tell us about White Mountain Images and what you do?
“I’ve learned to kind of set limits and not try to take on too much. If I find that I don’t have any time to go hiking or get outside because I’m so busy trying to keep the business going, then I know I’ve pushed a little too far. Each year I said, I’m gonna get into one or two more places and just build it up over time.” Christopher Whiton, Owner
Christopher Whiton: Yeah, it’s a project I started about 15 years ago. I live up here in the New Hampshire White Mountains, and I’ve been a hiker all my life. I started taking pictures, and it just kind of turned into a business. People started asking, “Can we get prints of this?” and it grew into calendars, postcards, playing cards, a gallery—it kind of took over my life. It’s been a lot of fun.
Zoe Fisher: That sounds like such an exciting adventure.
Christopher Whiton: It really has been. I even got involved in the search and rescue team up here. Just from hiking to being part of a really passionate community.
Zoe Fisher: Who are your main customers and what kind of work do they enjoy the most?
Christopher Whiton: Bookstores have been great for postcards and note cards. Things that people still enjoy sending through the mail. I also sell through the Appalachian Mountain Club huts, New Hampshire State Parks, hotels, welcome centers, anywhere tourists go. Most of those printed pieces come from PrintingCenterUSA. It’s been a great partnership.
Zoe Fisher: We love hearing that! And how do you approach capturing the essence of a place like the White Mountains?
Christopher Whiton: Living here definitely helps. I’m only about 15 to 30 minutes from most locations. I’ll hike to spots for sunrise, or return during different seasons to catch the perfect light. Sometimes it’s just going somewhere and thinking, “This will look amazing with snow,” or “This would be perfect in fall colors.” You keep going back until the timing and light are just right.
Zoe Fisher: That takes serious dedication. How do you turn those moments into stories through photography?
Christopher Whiton: Honestly, sometimes it’s just about being in the moment. It’s great when those images translate into something printable, but it’s often about the experience itself.
Zoe Fisher: What’s been one of your biggest lessons through all this?
Christopher Whiton: Not to be too sure of yourself. When I was part of search and rescue, I met a lot of people who found themselves in situations I easily could’ve been in. It’s humbling. You learn quickly how fragile everything can be, especially in the wilderness.
“We have a lot of scenes up here that they’re just iconic scenes… I go there thinking, how can I make this a little different? I like to look at something and think, how can I get a different angle or a different perspective of a common scene. It’s about the light.” Christopher Whiton, Owner
Zoe Fisher: That’s powerful. What business lessons have you picked up running White Mountain Images?
Christopher Whiton: To set boundaries. When I first started, I wanted to be in every store and make every product. But then I realized, I also want time to hike and enjoy nature. I don’t have employees, so I had to scale things to a level I could manage without burning out.
Zoe Fisher: That balance is so important. Do you have advice for other small business owners or creatives?
Christopher Whiton: Yes, get your work out there. A lot of photographers ask me how to succeed, and I always say: print something, bring it to a business, and introduce yourself. You never know what doors it’ll open.
Zoe Fisher: That’s such good advice. Can you share the story behind one of your most meaningful shots?
Christopher Whiton: One of my favorites is from Artist Bluff, a short hike in Franconia Notch. I went up before sunrise, and it was all clouded over. I figured I’d wait. Just for a moment, the clouds broke and light beamed through, lighting up the lake and valley. It only lasted two minutes. Other hikers arrived right after and missed it completely. That moment turned into one of my best images.
Zoe Fisher: That’s incredible. How has photography changed the way you see nature?
Christopher Whiton: I sometimes ask myself if I’m a hiker who takes photos or a photographer who hikes. If the light doesn’t look right, I’ll skip a hike. But I’ve learned that it’s okay to leave the camera behind sometimes—though I always regret it when I see something amazing. It’s taught me to slow down and appreciate what’s around me.
“The calendars that you guys print for me every year, I sell thousands of those.” Christopher Whiton, Owner
Zoe Fisher: What do you think makes your work unique?
Christopher Whiton: We have a strong photographer community here in New Hampshire, and we joke about taking the same shots. But I try to focus on light and unique perspectives. I’ll visit well-known spots and challenge myself to photograph them differently—different angle, time of day, or lighting.
Zoe Fisher: I can see that in your work. Your framing and lighting really stand out. Do you remember any pivotal moments when you realized this could be something big?
Christopher Whiton: One of the first was when I walked into a state park with a few calendars and asked if they’d sell them. The person there happened to manage retail for the entire New Hampshire State Parks system. He took 20 right there. That got me on the vendor list. From there, I started getting into more parks and shops.
Zoe Fisher: That’s amazing! What challenges are you facing now?
Christopher Whiton: I try to keep it manageable. I still have a regular job, so this is my side business. I use social media for marketing, and it works well in this small, niche market. I don’t have to travel far. I also have a gallery I share with Jeanette Foyer in North Woodstock. It’s nice to have a physical space people can visit.
Zoe Fisher: Very cool. What’s your favorite type of print material to see your photos on?
Christopher Whiton: Large framed wall prints. There’s something so satisfying about seeing your image printed big and displayed. I also love the calendars I print with you all. I sell thousands every year, and it’s wild knowing my work is in people’s homes across the country and even in Europe.
Zoe Fisher: That’s such a rewarding feeling. If you had a totally free day, what would you do?
Christopher Whiton: I’d go on a long backpacking trip, spend a few days disconnected in the wilderness. No agenda, just being out there.
“We forget that you can just go out in the trees, go out under the skies and just stand there and enjoy what’s out there.” Christopher Whiton, Owner
Zoe Fisher: Where can people find your work?
Christopher Whiton: My website is whitemountainimages.com. I’m also on Facebook and Instagram. You can order prints, calendars, and more online. Or if you’re in the White Mountains, stop by the Foyer Gallery in North Woodstock. That’s where I keep a big display of prints and puzzles.
Zoe Fisher: Awesome. Listeners be sure to check out White Mountain Images! Thanks so much for joining us today, Chris.
Christopher Whiton: Thanks, Zoe!
That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
Framing the Moment
From early hikes to award-winning prints, Christopher Whiton has turned his love for the White Mountains into a business that blends adventure, creativity, and purpose. His ability to capture light, mood, and memory is matched by his thoughtful approach to print whether through wall art, calendars, or curated retail products. For Chris, professional printing is more than a medium. It’s a way to connect, inspire, and preserve the beauty of fleeting moments. Whether you’re just getting started or already selling your art, bring your creative vision to life with custom printing. Order today!
