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.
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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