by Christian Scully
Triax Technologies had a problem. Their young, growing company was attempting to build brand recognition around their wearable device for the construction industry, but was figuring out how to effectively communicate the authenticity of their product and the people it protects. They were building up their website, designing marketing materials, managing social media accounts and seeing PR publication, but were having a difficult time finding stock images that felt real. Everything just seemed to be staged, dated or already done. Stock images lacked a personal connection. The marketing team was ready for something more. They reached out looking for help building an authentic image library for use throughout their marketing mix.
After discussing the initial details - timeline, location, usage and licensing, image count, etc. - I learned more about the style of images Triax wanted to feature in their marketing, and specifically about where and how they would be used. They were attracted to Design Imaging Studios because of our architectural portfolio, experience shooting industrial landscapes and ability to represent building products, but they were also in need of authentic portraits. They wanted to feature the hard working people on the job sites that the Triax product would help protect. To help buyers connect with the people, not just a small tech device. This was a great idea.
In the building product market, most of the focus is on the product itself and the buildings that need them. The, product - of course - is what they are selling, and what the buyer needs. To take the marketing a step further though, a buyer could see the product, the building in which the product is used, and then also connect with the real people that are benefited from the product. These three areas are so important to a well rounded marketing plan. But does Design Imaging Studios photograph people? I thought you just shoot architecture? Yes and yes.
We are experts in photography for the AEC industry. We know what images work and what don't. We know what images sell and what don't. We know how to listen to your problems, and organize and manage a solution that exceeds expectations and helps you reach your goals.
So what did you do?
I worked with Triax to envision the images that could best solve their problem. After developing a budget and negotiating the details, we organized and planned a photo shoot that would create a well rounded set of images hitting all the important areas: product, project and people. To manage a great project, you need to work with the best people. And for this project, I knew exactly who I wanted to work with, somebody not afraid to get their boots dirty. Michael Cevoli, a fellow Rhode Island photographer, documents the real American working class like nobody around. His portraits bring the viewer so close to the lives, struggles, joys and beauty of the subject you can feel them. I was thrilled to have Mike join our team and the result was a great success.
On a partly sunny day at an active construction site in New York City, we set out to capture the workers, the project under construction and the Triax Spot-R device being used to keep an eye out for the workers. The resulting images tell a real story. Whether the marketing team needs an image for Facebook, the website, an exhibit banner or an ad, their new image library holds the content they need to connect to their buyers and build a trustworthy brand. By planning and developing a photo shoot to cover a wide variety of image needs, Triax maximized their marketing dollars and created enough content to propel them into the next phase of their growing business.
by Christian Scully
Ah, a new year and a new blog post! Welcome, and I hope 2015 is off to a great start for everybody.
Compelled by the number of commercial roofs we have photographed in the past 12 months, somebody recently asked me if I specialized in "roof photography". While I do cherish my time spent on rooftops, and hope to shoot many more, I don't think narrowing our focus down to just roofs would be sustainable!
I'd like to share a project I very much enjoyed that has just wrapped up after a few months of work both planning and shooting.
In October of 2014 The Garland Company, based in Cleveland, Ohio, commissioned Design Imaging Studios to document three completed commercial roofing projects throughout the Northeast.
The first project was a building called The Playland Ice Casino, an ice rink located within Playland, a historic amusement park in Rye, New York. Built in 1927, the amusement park sits boldly along the Long Island Sound shores. The majestic rink, was added to the park years later. After Hurricane Sandy in 2012, damage to the roof required repair and The Garland Company was sought to provide a new durable metal roof. I found the result to be a perfect fit for the structure. And speaking as a former hockey player myself, the interior of the rink is powerful and beautiful. Standing on the ice, I could feel the history. The woven wooden arches provide a view that tops most rinks that I have skated in (and in 15 years of playing the sport, I have many rinks to compare).
The rink now plays host to many youth and high school hockey programs as well as the Manhattanville College hockey program.
The second location was in Leicester, Massachusetts at Becker College. The Garland Company provided the roof of the new campus center, a beautiful brick building with an adjacent tower and walkway connecting to the old campus center, and well-landscaped grounds. The stars aligned for this shoot, actually the building and sun aligned! The late autumn sunrise warmly lit the building's front.
Winter weather delayed the installation of the third and final roofing project on the list, a smaller section of roof at a New Hampshire high school. Again we were blessed with some great morning light, and access to the roof allowed for some more captivating views of the smaller project.
When the project was finished we received a wonderful review from our lovely client at The Garland Company. We are so lucky to work alongside kind and talented people and companies in this industry, and this project was no exception.
"We connected with Christian via Thumbtack.com and have been more than pleased with his professionalism, flexibility and quality of work. We hired Christian to photograph three buildings where our commercial roofing products were installed. We were continually impressed with images he produced and the considerable time and effort he took to provide us with a variety of angles. I would highly recommend Christian for any architectural photography needs you may have."
Keywords: design imaging studios, roof photography, commercial roofing imagery, rye playland, playland ice casino, rye ny, new york architectural photography, building product photography, industrial photographer in new york, new hampshire architectural photographer, architectural photographer in ma, becker college, metal roof design, metal roof photography
by Christian Scully
Let's take a minute and think about the number of different spaces in which a company is represented today:
That is an intimidating amount of space to fill with appealing and informative content. When social media for businesses really took off, along with the SEO craze, there was a mad rush to fill every inch of company space online with stuff - empty, meaningless, stuff that took up screen space and assaulted viewers. Text with no real purpose other than to be read and indexed by Google. Pictures that were either from a cheap stock library or simply swiped from an image search. But search engines and people alike have matured to the point where both want to see quality content, not just quantity.
So what is quality content? Simple: text that accurately describes services and products, a company's history and experience, and perhaps even offers helpful information to the reader, and media that accurately depicts the work and workers of a company.
Enter the "image library". A company's image library is a collection of images that serves as the supply of photos for any visual need that arises. It can consist of completed exterior and interior project photographs, product images, before and after images, work-in-progress images, on site images of workers in action, employee portraits, images of employees at work in the office or studio, images of a manufacturing facility... basically everything and anything that shows what a company does and who does it.
The benefit to having a wide image library is also simple. It allows a company to fill the above mentioned space with images that accurately depict the company, sell the quality of services or products offered, and provide a glimpse at the people behind the scenes in order to connect with potential customers. An image library is grown over time and keeps a company's marketing materials current, fresh and well-rounded.
Below is a selection of images we created for Homescapes of New England, a wonderful family business based out of Nottingham, New Hampshire, to help build their image library. Notice the variety, allowing them to have options when incorporating images into header images, brochures, ads, etc.
Keywords: homescapes of new england, new hampshire, image library, image libraries, building an image library, photography, architectural photography, exteriors, animals in photos, dog, siding, design imaging studios, professional architecture photographer, new england architectural photography, building company, building product photography,
How to Market Building Materials: Hiring a Professional Photographer to Display Products and Their Effects
by Christian Scully
When many people think about architecture, or buildings in general, they consider the finished product, the structure as a whole. To make that design work, however, and operate most efficiently and effectively, building materials are sourced from manufacturers around the world. Precisely designed metals, high efficiency glass, strong plastics, specially treated woods, brick and concrete, all come in endless forms of railings, sidings, windows, skylights, roofing materials, floors, doors, ducts and dimmers.
Though these products may not be the focus of attention to passers-by, or even seen for that matter, they require just as much, if not more marketing and advertising by the manufacturers. They are not always the sexiest of products, but regardless of material, form and function, need to grab the attention of architects, designers, builders and contractors. Online, in sourcebooks, regional and national building publications, trade shows and direct mail, manufacturers spend countless hours and resources marketing their building materials.
"Building Materials Need Love Too"
With all of their efforts, imagery is always at the core of marketing. A badly lit, low quality, poorly exposed and quickly snapped photograph, taken on-site with an iPhone by the Project Manager is not going to do the materials justice. Without professional photography, manufacturers are relying upon material specifications alone to sway potential customers. That may be all they need... but there are thousands of material products available in the marketplace. Building materials need love too: they need professional photography.
Recently, Duro-Last Roofing, based in Michigan hired Design Imaging Studios to photograph their new line of skylights and roofing materials, which were used on an office building in Andover, MA. The task was to capture the skylights and products used on top of the roof, and then capture their effects on the building's interior. The result is a dynamic series of photographs displaying the quality and beautiful lighting effects possible with the Duro-Last Roofing skylights.
Keywords: design imaging studios, duro-last roofing, skylights, boston architectural photographer, boston interior photographer, boston industrial photographer, skylight photography, interior lighting, building materials photography, professional photography of building materials, roofing systems