Advertising and visual media have a significant influence on how social norms are established and transformed, while the visual representation of gender tends to reinforce and reproduce harmful norms and stereotypes. Through reflective practice, this paper explores the role of reflection in the visual portrayal of gender, aiming to highlight the issue and open up space for discussion on alternative visual narratives. The reflective practice takes place during the creation of a photobook and is grounded in theories of representation and critical design. The result consists of key insights gained through practice, demonstrating how increased awareness is essential for further exploring gender representation without perpetuating harmful imagery. This includes both an awareness of underlying processes and an understanding of how various design choices affect broader societal contexts as well as the immediate viewer. Based on this increased awareness and understanding, more intentional decisions can be made, positioning reflection within one’s own practice as a graphic designer as a vital component in the representation of gender.