Will Lucas

02/06/2026

No matter how much I've produced and deployed into the world, Creadio, TolHouse, Black Tech Green Money podcast episodes and more, every launch sits in your stomach a different way. With ICON - On Demand Photography, its more about "Boy, I hope this doesn't break as soon as a photographer tries to sign up", and "I really hope customer payments don't get lost in the void between the app and Stripe", and a whole host of other nerve-wracking things that COULD in fact happen.

But, we go anyway.

I've been building ICON, our on-demand photography startup, in the mornings, evenings, and over many overnights for a while, and its super fulfilling to start to see the app be less full with the demo accounts I created in testing to actually seeing real photographers populate it.

There is no feeling like a launch for something you've been building. Its both triumphant and a ton, probably even more so, frightening.

So, to everyone building something today, keep going, keep learning, and I hope success finds you.

If you're a talented photographer who's never been paid to shoot or you the eye but not the clients, I welcome you to apply to be an ICON today at https://iconapp.co/shoot.

Learn more about what we're building with ICON at https://iconapp.co.

26/05/2026

Quick update on ICON - On Demand Photography, our photography-on demand app: we're letting the first photographers on the waitlist in starting today. If you're a photographer on our waitlist to be an ICON, your invite should hit soon - we're hoping to get through most of the reviews this week for our launch. Keep an eye on your inbox.

We're letting ICONs in first to get them set up, run our tests, work out the kinks, then we'll open the gates to the public who want pics!

One thing I want to be loud about: this isn't just for full-time pros. If you're the friend with the camera who shoots for the love of it, the stay-at-home parent with a Sony A7 in the backseat, or the school teacher who keeps getting "you should do this professionally", we built ICON for you. You've already got the eye. We've got the clients.

Get on the list now for ICON at the link below. 📸

Whether photography is your full-time work or your serious creative craft, ICON is built for people with a strong eye, reliable instincts, and the ability to deliver

12/05/2026

I have thousands of photos of my kids. Hundreds of my wife with our kids.

Almost none of me with any of them because I'm always the one taking the photo. (If you're a parent reading this, you know what I'm talking about. We're the family photogs, and we often end up missing from the history we're writing.)

That observation became a company.

I've been building ICON, a way to connect with skilled photographers and book them right on your phone, on-demand. Basically Uber for photographers. You pick a shoot for right now or later, select a vetted local photographer (Rising, Signature, or Elite, and every one of them human-reviewed), they show up, they shoot. Then, the photos get delivered in the app in minutes after the shoot. No DMs. No quotes. No weeks-long scheduling cycle. With ICON, the moments you wanted captured, like the family backyard BBQ, the high school graduation, or just a strong hair day that deserves a quick street photoshoot are captured without the friction. And, you get to be in the photos!

We're launching in the Midwest first. Ohio, Michigan, Indiana, Kentucky, Pennsylvania.

Two ways my network can help right now, and I do need your help:

1. If you know a talented photographer in any Midwest city, please tag them below or DM me. To be clear, I'm not just talking about professional photographers, I'm also talking about the friend you have who just shoots for fun, has probably never been paid to shoot, but their work is fire. The school-teacher by day who drives around with a Sony DSLR in their backseat just for the love.

We're filling the founding cohort and the spots are intentionally limited. Apply at https://iconapp.co/shoot.

2. If you're a parent (or you know one), or just someone who can think if 10 other reasons they'd need a photographer on-demand, early access waitlist is open at iconapp.co.

Thanks for reading and even more for your support in advance! https://iconapp.co