Case Study: Construction Marketing Photography for PCL Across North America

Written by Megan Lowdon

Megan is the Director of Operations at Robert Lowdon Photography. Megan has 10 years of experience in project management and logistics planning, having worked in the event and hospitality industry for large companies for many years.

Published March 27, 2024

construction marketing photography for PCL

The following is a case study about a series of construction marketing photography projects we completed for PCL Construction, a global general contracting company serving markets in Canada, the United States, Australia, and the Caribbean. We established a partnership with PCL back in 2021 and have been travelling across North America each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of PCL’s business and what makes them different; their people and their technology.

Toronto, Ontario

The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Toronto: construction marketing photography of two employees in conversation.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Toronto: construction marketing photography of employee monitoring gauge.
Construction worker on top of building
A construction worker inspects work on the top of a building in toronto.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Toronto: construction employee standing in front of heavy machinery.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Toronto: construction marketing photography of employee checking pipes.

Our Client:

Who is PCL Construction?

PCL Construction is a mighty presence in the domain of general contracting, with roots extending back over a century. Incorporated in 1906, PCL has grown from a small carpentry business in Stoughton, Saskatchewan, Canada, into a massive, global, employee-owned conglomerate. All you have to do is drive down the Gardiner Expressway in Toronto, and you can view many of their notable projects marked by a PCL banner.

The company prides itself on a diverse project portfolio that includes commercial buildings, infrastructure, and heavy industrial segments. Known for its innovative approach and commitment to sustainability, PCL Construction has garnered numerous awards and recognitions, solidifying its status as an industry leader. Esteemed for its ethical business practices and community engagement, PCL continues to set benchmarks in the construction industry

What Makes PCL Construction Different?

PCL Construction distinguishes itself from competitors through its innovative use of technology, commitment to sustainability, and an unmatched focus on its people.

PCL’s innovative spirit is evidenced by its adoption of cutting-edge construction technologies, such as Building Information Modeling (BIM) and their trademarked platform, Job Site Insights™, which provides real-time data driven insights. This forward-thinking technology-based approach not only improves project outcomes but also ensures efficiency and cost-effectiveness.

With over 248 LEED-certified projects under their belt, PCL has demonstrated its firm commitment to sustainable construction practices. This includes the preservation of resources, minimizing pollution, and improving the energy efficiency of the buildings it constructs, aligning closely with global sustainability goals.

What truly differentiates PCL is its people-centric culture. Being an employee-owned company, it is deeply invested in the professional growth and well-being of its workforce. This is reflected in its numerous awards as one of the best places to work, including being recognized for its exceptional workplace culture. A strong emphasis on teamwork, employee empowerment, and recognition ensures that PCL remains a vibrant, innovative company where talented professionals thrive.

Ottawa, Ontario

Hero image building consumer trust in construction company
Ottawa: construction marketing photography of employee posed by heavy machinery.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Ottawa: two construction employees surveying.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Ottawa: construction marketing photography of employee measuring rebar.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Ottawa: construction team member using technology.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Ottawa: construction marketing photography of employee documenting progress.

Objective:

Why is Construction Marketing Photography Important for PCL?

For PCL, Construction marketing photography transcends mere visual documentation; it is a strategic asset integral to communicating the scale, precision, and impact of their projects. Visual storytelling through high-quality photography empowers PCL to showcase the intricacies and impressiveness of its construction endeavors, thereby reinforcing its brand identity as an industry leader.

Construction marketing photography plays a crucial role in capturing PCL’s commitment to innovation, sustainability, and their people-first approach, making it an indispensable tool for engaging with potential clients, investors, and the larger community. By highlighting PCL’s accomplishments and capabilities, professional photography serves not only as a testament to its storied history and future potential, but also enhances its competitive edge in a visually driven market.

Why are Images of People Working Beneficial for Marketing?

Images of people working are pivotal for marketing endeavors as they humanize the brand, illustrating not just the technical prowess of a company, but its heart and soul – its people. Including visual content of employees in action not only showcases the team’s dedication and hard work but also helps establish a connection with viewers by putting a face to the name. It conveys the message that behind every successful project are individuals with expertise, commitment, and a passion for their craft.

Furthermore, such imagery fosters trust and credibility among potential clients and partners by providing a transparent view into the operational dynamics and culture of the company. In the construction industry, where the quality of work and reliability are paramount, images highlighting the team’s on-site engagements and collaborative efforts can significantly enhance the narrative of excellence and precision that PCL Construction aims to communicate.

LA, California

Website image of construction worker at airport facility
Los angeles: construction employee on a phone call during sunrise at lax
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Los angeles: construction marketing photography of employee using leveler.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Los angels: two construction employees working together.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Los angeles: construction employee using power tool.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Los angeles: construction marketing photography of employee reviewing plans.

The Process:

Cohesive Construction Marketing Photography for PCL Across North America

Deploying a singular, dedicated photographer for PCL Construction’s projects across North America – spanning locations from Saskatoon and Winnipeg to Ottawa, Toronto, and even California – offers a suite of compelling advantages.

Firstly, this approach ensures consistency in quality and style, translating into a cohesive brand presentation. We develop an understanding and familiarity with PCL’s ethos and requirements, and can maintain a standard of visual storytelling that aligns with the company’s identity, irrespective of the geographical location of the project.

Secondly, we become deeply acquainted with the nuances of PCL’s operations and its people, enabling us to capture the heart of the projects and the workforce’s spirit more intuitively. Such familiarity breeds efficiency, allowing for smoother project progressions with minimal direction needed.

Finally, by leveraging the same company across multiple locations fosters a strategic partnership, where we essentially becomes an extension of the marketing team. This relationship not only streamlines the planning and execution of photography but also enriches the creative process, ensuring that each project’s unique challenges and victories are accurately and compellingly showcased.

This deepened understanding and consistency ultimately bolster PCL’s storytelling, bringing their commitment to innovation, sustainability, and community to the forefront in a visually cohesive manner across all projects.

Scheduling Multiple Locations on the Same Day

Scheduling photography sessions for multiple construction sites on the same day is a strategic approach that offers several advantages for PCL Construction. This method enhances the diversity of settings and people depicted in the images. By capturing different projects and teams, we showcase the wide-ranging expertise and the diverse environments in which PCL excels. It allows for a richer narrative, telling a more comprehensive story of PCL’s capabilities across various sectors and landscapes.

From a financial standpoint, grouping sessions together is also more cost-effective. It maximizes the schedule and resources, reducing the need for multiple site visits, which subsequently is higher in cost. This efficiency in scheduling not only minimizes disruption to the working sites but also leverages the budget allocated for marketing efforts more effectively. Consequently, PCL Construction can obtain a broader spectrum of high-quality imagery that supports its branding and marketing strategies, all while ensuring the best return on investment.

Highlighting Safety on Site

Highlighting safety on the construction site through photography underscores PCL Construction’s unwavering commitment to the health and welfare of its workforce. By visibly demonstrating proper safety protocols, including the use of Personal Protective Equipment (PPE), PCL reinforces its status as a conscientious and responsible industry leader. These images serve not only to affirm the company’s dedication to creating a secure workplace but also to communicate a message of reliability and trust to clients and stakeholders.

Photographs showcasing a culture of safety can have a significant impact on attracting and retaining talent. Prospective employees are more likely to be drawn to a company that prioritizes their well-being and fosters an environment where safety is paramount. Through strategic use of such imagery in its marketing materials, PCL Construction not only elevates its brand reputation but also strengthens its competitive advantage by illustrating a profound commitment to safety standards and innovation in protective practices.

Saskatoon, Saskatchewan

Construction worker uses tablet for images
Saskatoon: construction marketing photography of employee documenting construction site.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Saskatoon: construction employees documenting & coning off area to be fixed.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Saskatoon: construction worker looking up schedule and documenting progress.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Saskatoon: construction workers surveying train bridge progress
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Saskatoon: construction marketing photography of an employee checking out plans for the day.

Usage

PCL Construction strategically leverages its marketing photos across a variety of platforms to maximize their impact and reach. The vivid imagery of bustling construction sites, cutting-edge technology in action, and teams diligently working with a commitment to safety is dispersed through an integrated marketing strategy. This includes showcasing the photos on the company’s website to create a dynamic and engaging online presence that encapsulates the core of PCL’s brand.

Additionally, these images are prominently featured in brochures, presentations, press releases and sales materials, providing a tangible look into the company’s capabilities and projects that help in fostering trust and showcasing expertise to potential clients and partners.

Social media platforms serve as another vital outlet for these photos, enhancing PCL’s visibility and engagement with a broader audience. By sharing stories of projects, technological innovations, and the people behind PCL’s successes, the company humanizes its brand and builds a community of followers, fans, and potential employees who are aligned with its values and vision.

Winnipeg, Manitoba

The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Winnipeg: construction employee carrying materials
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Winnipeg: construction marketing photography of two construction workers reviewing plans on ipad.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Winnipeg: construction employee posed in front of scissor lift.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Winnipeg: construction marketing photography of worker using power tools.
The following is a case study about a series of construction marketing photography projects we completed for pcl construction, a global general contracting company serving markets in canada, the united states, australia, and the caribbean. We established a partnership with pcl back in 2021 and have been travelling across north america each year to capture notable projects for their marketing efforts. The goal of each project is to tell the story of the heart of pcl's business and what makes them different; their people and their technology.
Winnipeg: construction employee posed on construction site.

Conclusion

In conclusion, the strategic deployment of high-quality construction marketing photography offers PCL Construction an invaluable tool in crafting and its brand narrative. Through the lens of these carefully curated images, PCL effectively communicates its expertise, innovation, and commitment to safety to a wide audience, including potential clients, industry partners, and future employees.

This visual storytelling not only reinforces PCL’s position as a leader in the construction field but also enhances its competitiveness in a market where technological advancement and safety standards are increasingly paramount.

By continually investing in and leveraging this powerful medium, PCL Construction not only showcases its achievements and capabilities but also cements its reputation as a forward-thinking and responsible organization. The impact of these marketing efforts extends beyond mere aesthetics, contributing significantly to PCL’s growth, brand strength, and its ongoing mission to lead with ownership, innovation, and a commitment to excellence in every project undertaken.

We hope that this case study has provided you with some insights into our approach to photography and how we work with our clients to achieve their goals. If you have any questions, or if you would like to learn more about our services, please contact us. We would be happy to discuss your specific needs and see how we can help.

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