The following is a case study about a construction photography project we completed for Multiplex, a leading global construction contractor. The project took place downtown Toronto at The Quay, a new 21-storey, 263-unit tower at 370 Queens Quay and a 77-unit extension at 350 Queens Quay. The goal of the construction photography project was to capture the leadership team of Multiplex and their hard-working employees in action, highlighting the dedication and commitment to excellence that goes into every project they undertake.
Our Client:
Who is Multiplex?
Multiplex, established in Australia in 1972, is known for their high-quality, innovative and sustainable projects. With over 50 years of experience in the industry, they have established themselves as one of the top contractors in the world. Multiplex established a presence in Canada in 2011 and has been taking on large scale projects since.
Notable projects include various luxury condo buildings throughout the GTA, a high-end fit out for Deloitte Headquarters in Toronto, and Canada’s first cutting-edge cell and gene therapy facility, OmniaBio B, in Hamilton, Ontario.
What Makes Multiplex Different?
Multiplex stands apart from its competitors in several significant ways. Firstly, they are distinguished by their unyielding commitment to quality, community, and innovative designs that push the boundaries of traditional construction.
Secondly, their vast global reach, coupled with localized expertise, allows them to tackle a diverse range of projects with efficiency and skill.
Finally, Multiplex’s investment in sustainability practices positions them at the forefront of the construction industry’s evolution. In their 2023 Environmental, Social and Governance Strategy, they discuss the launch of their decarbonatization roadmap, which outlines a comprehensive approach to transition from fossil fuels to clean, low-carbon energy sources.
Objective:
Why is Construction Photography important for Multiplex?
Construction photography is crucial for Multiplex for a multitude of reasons. Primarily, it allows Multiplex to visually document the progression of their projects, providing tangible proof of their work quality and adherence to timelines. It not only serves as a valuable resource for their portfolio but also aids in improving their construction processes by identifying potential areas of improvement.
These construction images can also be leveraged for marketing purposes, showcasing their expertise, innovation, and commitment to sustainable practices. This visual narrative enhances their brand image, reinforcing trust and confidence among current clients and attracting potential clients.
Benefits of Construction Photography
Construction photography offers a range of advantages that extend beyond just creating a visual archive of a project’s progression. Here are some of the key benefits:
- Marketing and Public Relations: High-quality images can showcase the professionalism and skill of a construction company. They can be used in marketing materials, social media, and press releases to generate interest and attract potential clients.
- Stakeholder Engagement: Regularly updated photos allow stakeholders to see the development and progress of a project, keeping them informed and engaged. Communication is extremely important to stakeholders and visuals can provide a clear and easy to interpret narrative.
- Proposals: Photographs of previous projects can be used as proof of capability and expertise in proposals for new projects. Imagery in a proposal can be the make or break for getting awarded the contract.
- Training Resource: Construction photographs can act as a valuable resource for training purposes through adding visuals to online training modules. Authentic visuals help to educate new team members about the processes and standards to be maintained during projects.
- Recruiting efforts: High-quality construction photography can also attract top talent to the company, showcasing their projects and work culture. Photography can help prospective employees visualize themselves in the workplace and can help form a positive impression.
Related: Authenticity, the Power of Visual Storytelling
The Process:
Leadership at the Construction Site
Having leadership photographed on the construction site was integral for this project. It humanizes the company, demonstrating that senior management is actively involved and invested in the field operations, which can boost team morale and foster a culture of inclusivity.
It also underscores the leadership’s commitment to the project, showing them working in tandem with the workforce is a powerful testament to their dedication. Such images can be utilized in external communications to convey the company’s strong leadership team, emphasizing the hands-on approach they take towards their projects. This not only boosts the company’s image but also strengthens client trust.
Documenting the Construction Site
Photographing a construction site in its active state serves multiple purposes. It captures the hustle and bustle of the site, portraying the energy, precision, and coordination that goes into each construction phase. These images provide a real-time view of the construction progress, illustrating how a project transforms from mere blueprints into a tangible structure.
They also highlight the safety measures and compliance standards adhered to by the company, reinforcing Multiplex’s commitment to the safety and well-being of their employees. Additionally, these photographs can showcase the impressive scale of the construction, the complexity of the operations, and the advanced machinery in use.
This visually engaging content can be instrumental in creating compelling marketing materials and generating positive public relations, enhancing Multiplex’s brand identity.
Usage
The images captured during this construction photography project serve a variety of purposes for Multiplex. These images were utilized in corporate presentations, annual reports, and other communication channels to provide insight into the company’s operations, showcasing the innovative construction processes, the commitment to quality, and the emphasis on sustainable practices.
These images are also shared with stakeholders, including investors and clients, to keep them updated on project progress, reinforcing their confidence in Multiplex’s capabilities and commitment.
Conclusion
In conclusion, construction photography plays a pivotal role in portraying Multiplex’s dedication to quality, innovation, and sustainability. This not only strengthens the company’s credibility among existing clients, but also plays a crucial role in attracting new business opportunities.
Moreover, it assists in maintaining transparency with stakeholders, bolstering recruitment efforts, and enhancing training modules with real-world visuals. Undeniably, construction photography is a powerful tool that drives Multiplex’s growth, reputation, and success in the construction industry.
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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