Crane Works Birmingham: Commercial Photography

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Crane Works + Rental Works, Birmingham, Al, is rebranding their online presence with the help of the creative team at Vehicle Media.

Crane Works is excited about a fresh “face” to greet their online visitors.  And the “face” is that of the employees that make it all happen.  But more than employees, these men and women are like a big family, many of them being a part of the Crane Works team for several years.  They are the friendly voice that answers the phone, the smiling face that greets you at the door and the grease that keeps the wheels turning on the yard.

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Crane Works needed professional full-service commercial photography that was authentic to their operations and did not interrupt the flow of the day. Even minor delays for an company of this size can cost thousands.  At 2b|Photography, we are well aware that time is money and we come on our game every time.

At 2b|Photography, we are well aware that time is money and we come on our game every time.

This particular shoot was an early morning shoot… like super early.  Like, 6am early.  I arrived to the smell of freshly brewed, strong, black coffee and machinery.  Something about being on a work yard just gets the blood flowing.  I was just finishing lighting set up as the group was adjourning their team meeting.

The sun was rising just below the roof lines as we gathered everyone for the group photo.  Somewhere around 65 people huddled together on this chilly February morning, just long enough to get all looking in my direction to take a few shots before they were off! Off to start the day with laser focus and purpose.  Only 5 minutes later the yard came to life with engines rumbling, cranes hoisting and reverse beepers beeping.

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Crane Works needed professional full-service commercial photography that was authentic to their operations and did not interrupt the flow of the day.

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Crane Works is branding themselves with a very authentic presence and their message is simple and clear.

“We are real people, working with a clear purpose to serve our clients and to make sure that they have the tools and equipment they need to get the job done!”

Capturing it all in action was the most important thing to the new Crane Works branding. I was whisked from one spot to the other to catch a quick shot before the crane operators went about their day on a strict time schedule.  Nothing was going to distract these guys from the task at hand, yet every so often I could get one of them to stop and look my way before they mounted up and filed in the line to head out.

“We are real people, working with a clear purpose to serve our clients and to make sure that they have the tools and equipment they need to get the job done!”

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Safety comes first, and everywhere I looked, I saw electric green safety-ware.  I even got a safety vest of my own that made me feel like one of the gang.  Maybe I looked a lil out of place in the middle of the work yard with my Guess white wool pea coat, trendy jeans and booties… but just because I enjoy fashion, doesn’t mean I didn’t feel right at home that day.

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I grew up working at my grandad’s shop, Trusco Manufacturing Company.  Since I was five years old, my Bopy (that’s grandpa in Welsh) would pay us $1 per hour to assemble parts for the machines.  That whole scene is full of my fondest childhood memories and taught me so much about attention to detail and team work.  So, the smells and sounds of Crane Works were quite nostalgic and heart-warming to me.

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They are the friendly voice that answers the phone, the smiling face that greets you at the door and the grease that keeps the wheels turning on the yard.

We finished up with shop shots and called it a day.

The new website was not yet published at the time when we posted this blog.  Well, ya know, perfection takes time.  But, you’re welcome to visit the site for progress.  And of course, if you need crane equipment, Crane Works is where you should go!

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