Case Study: Lifestyle Images for West Egg Security

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 November 21, 2022

The following is a case study about a photography project we completed for The West Egg Group, a company that offers staffing solutions across multiple markets and locations in the GTA. The West Egg Group needed photography for an upcoming marketing campaign and website launch.

They wanted to show off their newest service, West Egg Security, and needed quality images that would capture the essence of this service. The challenge was to create photos that not only captured the professionalism and attention to detail of their security guards but also demonstrated the trustworthiness and reliability of their brand.

Our Client:

Who is The West Egg Group?

The West Egg Group delivers workforce management solutions for a variety of services, including but not limited to; security, valet, traffic management, boutique event staffing, and personal drivers. They pride themselves on being specialists in talent management.

Through their recruiting & training processes, they are able to confidently distribute staffing that will make companies look good and operate seamlessly. The West Egg Group also has all of the tools and technology required to maintain a business of its size and scope.

What makes The West Egg Group different?

The West Egg Group has strategically developed staffing companies to become a “one-stop shop” for their clients. One of Toronto’s massive markets is the event industry and they can work with clients to fulfill all of their staffing needs. Whether it be security services, ticket takers, concierge services, valet, or event staffing, The West Egg Group can do it all. This is a huge benefit to any client, as it is an exponential undertaking to recruit talent and fill so many roles. The company also provides trained staff, which provides clients relief that their needs will be taken care of with little work on their end.

Objective:

Why is advertising photography important for West Egg Security?

Advertising photography is important for West Egg Security because it helps the company stand out from the competition. Photographs give potential customers a visual representation of their services and provide them with an idea of what they can expect. Photography also allows the company to communicate its brand identity as a whole, which is important in helping clients choose the right solution for their needs

Choosing the right images for the website

It was extremely important to our client to convey a professional image of security staff with iconic Toronto landmarks as the backdrop, showing that the company undoubtedly represents the security market in the GTA. Additionally, capturing high-quality lifestyle images of their security staff in action helps potential customers visualize the kind of protection they will receive when they choose The West Egg Group. We had 8 different security services categories to showcase at the photo shoot, each with its own unique needs.

The Process:

Competitive Analysis

Before beginning the photography project, we performed a competitive analysis to better understand what other security companies were doing in terms of their visual marketing strategy. We then used this information to develop a plan to capture unique and visually captivating images that would help them stand out from the competition.

Project Management

With the hefty goals slated for this project, we knew it would require some additional project management. We scouted locations, hired models, applied for permits, developed the production schedule for the day and ensured seamless communication. The client was the ultimate decision maker, while we provided them with options.

Locations

We planned the photoshoot with a few key locations in mind. We identified iconic Toronto landmarks that would easily distinguish West Egg Security as a GTA company and showcased their staff in the environments that they service. When determining the locations, it was important to have an understanding of the photography and filming laws in Toronto and identify legal areas to photograph and apply for permits where necessary.

Models

One of the goals of the project was to deliver a photo library of images for the client not only to utilize for their website and advertising, but also as content for social media. Given that West Egg Security is a newer company and many of its staff members were already scheduled for security jobs in the city, we knew it was critical to hire additional models. With hiring models, we were able to achieve the variety of assets the client was looking for, as well as utilize individuals that we knew would be comfortable in front of the camera.

Schedule

Once we presented the client with our selection of locations, we had to develop a schedule for the day, including figuring out transportation from one place to another. To determine the timing we had to have an understanding of the types of images we were looking to achieve at each location if uniform changes would be required, and what the availability was of the talent. With every schedule there is always a period of trial and error to come up with the best plan. In this particular case we did need to work with the client to remove some locations as it exceeded the timing for the day, while still delivering a plan that would achieve all of their goals.

Usage

After the photography was completed, West Egg Security used these images for its website, advertising materials, and social media. With the success of this project, we were able to create a lasting visual story that helped establish them as a reliable security company in the GTA.

Security guard patrolling in toronto.
Security guard patrolling in toronto.
Mobile security guard with safety jacket.
Mobile security guard with safety jacket.
Tactical security guard beside ttc street car.
Tactical security guard beside ttc street car.
Group photo of security guards in toronto.
Group photo of security guards in toronto.
Community safety ambassador's providing residential security.
Community safety ambassador’s providing residential security.
Security guard providing parking enforcement services.
Security guard providing parking enforcement services.
Commercial security guard making notes.
Commercial security guard making notes.
Mobile parking enforcement in toronto.
Mobile parking enforcement in toronto.
Group of corporate security guards.
Group of corporate security guards.
Gatehouse security guard.
Gatehouse security guard.
Security guards providing mobile services.
Security guards providing mobile services.
Community safety ambassador patrolling public park.
Community safety ambassador patrolling public park.
Tactical guard in busy shopping district.
Tactical guard in busy shopping district.
Group of security guards patrolling streets.
Group of security guards patrolling streets.

Conclusion

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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