The following is a case study about a photography project we completed for Technical Adhesives, a manufacturer of industrial adhesives located in Mississauga. Our client was looking for photographs of their employees working in their laboratory, manufacturing, and shipping facilities, to help tell the story of their brand. Historically they had very few images on their website and the images they did have were predominantly stock. The goal of the photoshoot was to provide authentic images to showcase what their business does, including their processes from start to finish.
Who is Technical Adhesives?
Technical Adhesives has been developing, manufacturing and supplying industrial adhesives since 1961. With over 60 years in business, they have positioned themselves as an industry leader, distributing adhesives with long term durability to Canada, Mexico and the United States.
Some of the industries they service include; automotive, construction, bookbinding, consumer packaging, envelope gums, paper converting, and the wood industry. They take great care to ensure quality control and that their products meet ISO standards, as well as comply with applicable local and federal regulations.
What makes Technical Adhesives different?
Technical Adhesives is more than just a supplier. They take care of the entire chain from development, to testing procedures, to manufacturing, to sales, and shipping. They connect with their customers every step of the way, providing excellent service and attention to detail.
Customer service and commitment is a pillar of their success and they display this through offering in-depth seminars. These seminars are focused on adhesive handling, maintenance, trouble shooting, equipment and are geared towards their client’s production, engineering, maintenance, and technical departments. Truly partnering with their client’s to ensure all parties involved are properly trained and understand how the products work and how best to use them. It’s special elements like this that cement Technical Adhesives as a leader in the industry.
Why were website images important for Technical Adhesives?
Website images play a major role in Technical Adhesives’ success and online business presence. Not only do they help to show the different functions of the company and what they’re capable of providing their customers with, but it also helps to define their identity. It gives prospective customers confidence in knowing that Technical Adhesives takes pride in their product quality, safety standards, and customer service. Having these images available online allows them to engage with buyers from various industries and showcase their knowledge and experience.
Teamwork and collaboration were major drivers in the direction of the shoot. Being a family-run business for the last 60+ years, as well as a major leader in the industry is an amazing accomplishment that should be shared. Their new website images accurately capture this passion and dedication throughout every step of their process. This helps build trust with potential customers and reinforces Technical Adhesive’s position as a reliable supplier within the industrial adhesive industry.
Telling the Story: Lab, Manufacturing Facility, Warehouse
Since the company is involved in the entire process, including product creation by chemists, manufacturing at the facility, and shipping from the warehouse, it was necessary to take photographs at all three locations. We went for a site tour in advance to gain an understanding of the size of the facility, the project goals, and determine the production schedule for the day.
We started the day in the lab with the chemists and collaborated on creative ways to capture unique shots. We took the time to get to know the various tools and equipment they use to test products and staged shots to reflect that. Teamwork was a big factor in the shoot, so we brought in multiple employees, including members of the sales team to show how knowledgeable and involved they are with the product.
Next, we visited the manufacturing facility to capture employees demonstrating how the products are produced, as well as capture some of Technical Adhesives’ specialty machinery. Making a factory (especially one that produces glue) look immaculate, inviting and bright can be a challenge. It is a working factory after all and it’s purpose is to produce products. Shallow depth of field is a technique that can be used to keep the subject matter sharp and in focus, while the background is blurred. Portraying that the individuals are in a factory but your eye is drawn to the object in focus.
Lastly, we visited the warehouse to photograph the shipping process. This industrial warehouse was a dream to photograph, as they had windows surrounding the entire perimeter of the space, bringing in a beautiful, diffused natural light. It was also one of the cleanest, spacious and most organized warehouses we’ve had the pleasure of photographing. In the warehouse we photographed forklifts, racks being scanned for inventory, and coworkers collaborating. In advance of the photoshoot, we also worked with the client to plan for a branded semi-truck to be onsite so we could capture an actual shipment being sent out.
Related: Industrial Photography
Utilizing Industrial Backgrounds for Management & Sales
The client also required individual photographs of their leadership team & sales team. We’ve been moving away from traditional headshots on a white backdrop lately, as we feel they don’t accurately represent the company or connect consumers with the individual’s role.
Technical Adhesives is a family-run company with very little turnover. A lot of the folks we chatted with had been there for 20+ years. With that in mind, we recommended that we utilize the different facilities as the backdrop.
It wouldn’t be uncommon for the CEO or the sales team to go into the factory or warehouse to discuss a topic with any of the team members, so we wanted to help tell that story and keep them with the operations rather than in the office. Staging them in the office would have created a sense of separation, and as a result, translate as less approachable or authentic. When it comes to business, authenticity is extremely important because it creates trust.
The images will be used for predominantly for Technical Adhesives website, however they will also be used for social media channels, advertising campaigns, and proposals. The imagery was incredibly effective in capturing the brand’s identity and values while separating them from their competitors. It is so important for companies to conduct photoshoots of their own operation, as it tells a story of authenticity and connects consumers with the brand.
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.