On-location photography helps present professional image for marketing and branding
I recently completed a photography job for Mindak Commercial Construction, a Minnesota-based commercial framing contractor. They were updating their website and wanted new photography for marketing purposes and for a new design of their website. We discussed the type of photography shots needed. They were looking for portraits of some of their key personnel and photography of their manufacturing process. Before I discuss the photography I provided, let me tell you about what Mindak does.
Mindak – prefabricated wall panels
Mindak specializes in the design, prefabrication and installation of structural framing for large residential and mixed-use developments. Seeing their work in progress was fascinating. In their facility, they have CAD operators who design the stud walls used for commercial construction.
Those walls are then built in their shop, following their designed specifications. Using large cutting and framing machines, they build these frames in their facility. These prebuilt frames are transported to the job site and installed by Mindak crews or others. Besides large machines that can nail together wall frames, they have many employees cutting lumber, building structures or customizing frames manually. There was a real rhythm a person could see as each employee performed their tasks and wielded their tools with great familiarity. In the end, large wooden panels were stacked together and made ready to be delivered to the construction site.
Professional commercial photography
As I said, Mindak was looking to have portraits done of some of their employees. Since this is a manufacturing operation, I didn’t want to do anything super formal with a backdrop and lighting. I have provided formal portraits with backdrops for realtors, doctors and financial personnel in the past, but for this job, I thought we would be best to make images that we typically call environmental portraits. We did a variety of images of each person in a few locations providing the web designer with options.
Variety and options
I photographed everyone by the company sign, but we also went outside to capture a few of them near their manufactured panels waiting to be delivered to job sites. I used a long lens with a wider aperture that caused the background to fall out of focus quite a bit. This provided a nice background that hints at the work they do but doesn’t distract too much from the personal portrait.
One other location that really set the stage for what they do, was to photograph the subject in the warehouse, and again, throw everything behind them out of focus. With this type of environmental portrait, you can tell that they are in an industrial type setting, but it is still a portrait of the person. We provided a variety of options for each person.
This allows each person to find a few pictures of themselves they like, then it provides the web designer enough options for creativity when working on the final design.
Manufacturing photography
The other part of the job was capturing the manufacturing process. I enjoy photographing people working, especially in some sort of manufacturing process. One of the first times I photographed a manufacturing process was when I started doing photography in Mankato and I photographed a commercial baking company in Madelia, Minnesota. I can’t remember the name, but I remember them moving big volumes of flour around. I photographed workers in there and had to be careful not to get flour dust in my camera gear. The photography was for the company’s annual report. Anyway, I digress.
I photographed various Mindak workers using the large machinery which helps build the frames that become walls in apartment buildings or other types of commercial facilities. There were many employees who were swinging hammers or using nail guns and doing more manual framing. I used an off-camera strobe to help light the work space. I used the strobe to light the subject and area and then adjusted by shutter speed to capture more of the ambient light. By placing my small strobe on a stand, I could easily move around and bring my light to each station. I was able to provide a variety of shots that show the process and the quality of Mindak’s manufacturing process without taking up too much of their time.
They did not need any on-location drone photography, but I think that would be a fun aspect to also photograph. I have my license for drone photography — which anyone needs when doing professional drone photography — and could provide aerial images of commercial or residential housing construction. Mindak has awesome photos in their office showing the construction of commercial buildings they have built, but those are provided by the general contractor, so Mindak doesn’t have to hire out for those. I would love to do drone photography of construction projects if I have the opportunity some time.
Photography improves your company image
When it was all completed, the client received lots of images to use for their website at an affordable cost. Are you building a new website, or updating your current website? Photography helps build the credibility in your business — provided you hire a professional who provides professional looking images. Photography can be a way of pulling back the curtain a bit and letting people see behind the scenes. This can build trust and demonstrate your professionalism. Contact me if you are interested in brainstorming how we could capture your business in pictures and help improve your marketing efforts.