Andrew Electric
As its 40th anniversary approached, Andrew Electric enlisted id8 for a rebrand and a website refresh, and I was brought on to handle the photography. They needed new images from both a live worksite outside of Memphis, TN, and their newly renovated headquarters in Braselton, GA. Aside from updating headshots, the goal was to produce a set of photos that felt like they were taken in the moment and not staged.
As these sorts of shoots tend to be, we had a small crew and a lot to do.
Andrew Electric had doubled in size over the last two years, but the brand hadn't kept pace with the company. id8 was working to bring them to the next level, and the photography had to support that. While the photos are staged, the subjects and environments were real. The goal was to create images with an overall feel that was honest and hardworking rather than polished and corporate.
We shot across two days in two different environments, but the approach was the same throughout: minimal lighting, keep moving, and let the workers lead. Day one was at a distribution center outside Memphis we can't name, where we focused on pulling lines, working in the electrical room, and the camaraderie among the crew. Day two was the HQ in Braselton with headshots against a gray backdrop, project managers in the conference room with plans on the screen, engineers at their workstations, the bullpen in full swing. Different energy in each location, but the same intention in both.
The result was a full library that could carry the weight of a brand finally catching up to the company behind it. The client was absolutely thrilled with the results.
