Quirk Inc: Construction Photography

Here’s how I worked with Quirk to produce photography that was worth the invested money and time.

Orem City Hall: Sign installed by Quirk Inc.

Background

Quirk Inc. is a Salt Lake City based company that installs wall graphics, window graphics, wall-mounted signs, and more. They support a variety of general contractors, sign makers, and architecture firms in Salt Lake City. Quirk is growing through organic marketing, and they often receive more requests for estimates than they have time for.

In other words, Quirk is busy with clients. They don’t need more brand awareness.

High quality photos seemed like a nice-to-have for Quirk. Photos cost money and time—time that Darin’s team could spend estimating more projects, generating real revenue. The ROI (return on investment) for hiring a photographer wasn’t readily apparent.

So, why invest in photos?

Proving ROI

Keeping Costs Down

Getting professional photography comes with two costs: money and time. Time spent with a professional (accountant, lawyer, or photographer) is a real cost. I save clients time by:

• Doing independent research

• Leading coordination

• Writing concise project plans

Here’s how I made the most of Quirk’s time.

I called Darin and got the basics. Then, I visited one of his job sites to speak with his crew. They showed me their work and what made them better than their competition. They talked about past projects and gave me pointers on what could work best.

I wrote and proposed a simple project: I would take photos of their work at three locations (recommended by his team) and provide guidance on how to use the photos. Darin was concerned that I would have trouble accessing the private areas, but I told him not to worry. I easily coordinated site access on my own.

Here’s photos (below) of team Quirk. They brought me up to speed on their work, past projects, and what differentiates them from their competitors. And most importantly, I got to ride their scissor lift.

Darin’s team was great. They let me hop on their scissor lift so they could show me their work.

Investment Return

High Bandwidth Communication

You’ve heard that “A picture is worth a thousand words.” I’d like to add to that—A picture communicates a thousand words in a second.

Quirk has successfully used smartphones to take photos that show the type of work they do. Their reputation does the heavy lifting. Here’s what they’re able to effectively communicate using photos they took with their smartphone:

• Who: Who was the project for? Working for major contractors in Salt Lake City is a major green flag.

• What: What products does Quirk offer?

Smartphones get the job done, but they’re a lot like wearing cargo shorts—very practical. There is a time and place for cargo shorts, but if you’re trying to communicate that you're a professional with an eye for detail, a smartphone might not be the best choice.

But what does a professional photo communicate that a smartphone photo doesn’t?

• Legitimacy & Professionalism: Investing in photography is a meaningful economic signal that your work is valuable and desirable enough to warrant being shown in a good light. In other words, if it’s worth a good picture, it’s worth paying attention to.

• Attention to Detail & Material Quality: A professional camera lens will render details, textures, and finishes that smartphones can’t.

• Accuracy: Smartphones are not able to accurately represent color, size, and perspective because of the limitations of small lenses and sensors.

• Aesthetics: Seeing a beautiful photo is intrinsically valuable. It’s the opportunity to appreciate your work and share that appreciation with others.

Every impression that photos make is value added to the brand—and quality is a multiplier.

Implementation

After I sent Darin his new photos, we quickly got to work discussing how he could best leverage them.

After a discussion about his goals, competitors, ideal customer profile, and marketing channels we developed a plan. Darin would use the photos for strategic communication. They would be used as the top header of a monthly email sent to his top clients.

Quirk is the market leader in their field. Now, they’re showing it through high bandwidth communication while staying top of mind.

Sign Install: IDI Real Estate

Darin’s crew took photos of this sign after installation. However, the landscaping had not been installed.

Takeaway

Quirk Inc is a successful construction company on the path to achieving a higher level of business success. They’ve taken an important step forward by investing in photography that reflects their level of professionalism. Quirk’s photos instantly demonstrate their attention to detail and work quality.

Are you looking to show your best work? Reach out!

Click this link → Contact me here.

I am also happy to receive general inquiries, project proposals, and friendly hello’s.

I work with diverse clients, budgets, and subjects. I also support non-profits and artists with discounted and pro bono work.

Not a fan of email? Send me a text (number below).

This window graphic photographed beautifully! The graphic has open lines that allow you to see outside, all while hiding the HVAC system directly outside the window and letting in plenty of light.

Wall graphics are Quirk’s Specialty

Wall graphics are Quirk’s Specialty. This stairwell shot was especially tricky

This color accent and sign marking a stairwell in Orem, Utah City Hall is a beautiful touch.

It was especially challenging to capture these window graphics. They are low contrast and the windows show a lot of reflections.

This true-to-size wall graphic shows how your wingspan compares to pro basketball players.

This graphic can be found in a new sports complex in Farmington, Utah, just north of Salt Lake City. (Western Sports Park)

Capturing the scale of these graphics installations is tricky - especially with lighting and managing reflections.

Quirk installed this sign on behalf of another company. They’re a one stop shop that does a lot of work like this.

Here’s a close of Quirk’s sign installation for a company in Holladay, Utah.