Attachment to legacy assets is a challenge many longstanding brands face when seeking out a new brand identity. Though a good rebranding builds from the core identity of the business, the internal push-and-pull surrounding the process leads many established brands to call in outside help when considering something new. Logistics provider Taylored Services found itself in need of a brand overhaul to better represent who they are as a business. Porters (Not An Agency) marketing service commissioned San Diego-based industrial photographer Frank Rogozienski to capture stills for Taylored’s new brand.
I was initially contacted by Michael Companaro of Porters, a Brand Consulting firm specializing in branding for B2Bs. He liked my industrial work and thought I would be a good fit for the work he was doing on the Taylored Services brand overhaul. After that initial collaboration I worked directly with Taylored, with an eye toward Michael’s new brand guidelines.
Taylored Services is a fully integrated, third-party logistics provider specializing in wholesale, retail, and direct-to-consumer unit fulfillment. Frank has years of experience taking photos for industrial clients. His style is clean, natural, and humanistic, which is what initially attracted Porters to his work.
Michael’s rebrand was also “clean” and I think they were looking to put a human face to the operation. I have great respect for blue collar work. I think it’s heroic and I like to approach my image making with that as a cornerstone. Taylored was excited with the images I was creating and expanded the project into the following year.
The preplanning for the project began in 2021, then picked back up again in March 2022, and beyond.
I spent a lot of time with Michael understanding his vision. He had a very clear outlook on the rebranding of Taylored. It was important for me to understand how I could help bring his vision to life. I think our sensibilities meshed well. Even though he was not on set for the shoots, I think he felt well represented from our initial creative meetings.
Since we shot in multiple locations in the US, logistics were important to the successful execution of the project. I never really thought about this until now, but Taylored is in the business of logistics. I like a well ordered shoot, especially when there’s multiple locations in multiple cities. I handled all shoot logistics on my end and took that off their plate. This was a little out of their realm so they relied heavily on me and my experience shooting for industrial clients. There’s probably some appreciation for handling those things that I never fully realized until now.
The goal of the photos was to refresh Taylored’s brand.
We created images that touched on all aspects of their business, creating a library of images that were fresh, modern, and clean. I think the new images better represent who they actually are as a business.
The shoots took place at multiple locations throughout southern California and New Jersey.
The locations were easily accessible, but because they are industrial settings, safety is a high priority. We go through safety training at each location prior to shooting. It can be redundant but it’s always important to know the particulars for each facility.
Each photoshoot followed the rhythms and protocols of the industrial workday.
We generally arrived on site at 5am and worked 10 hour days. This schedule roughly coincided with the flow of the facilities.
I am given a tour of each facility upon arrival. Once we get a lay of the land and we’ve cleared safety procedures, we’re free to roam and work through our shot list. The shot list has been roughed out prior to arrival based on the creative needs for the overall business/brand and filled in with specifics for each facility. Once we’re on site and get eyes on the operation, we finalize the shots and map out the day.
When Frank conceptualized the industrial project, the humans that compose the industry were never far from his mind.
One of the great aspects about the work I do is the people I get to meet and photograph. I meet new people all the time and I love to hear their stories and understand their craft and approach to work. I have a tremendous respect for what my subjects do. I am genuinely curious about who they are and the work they do.
That the industrial “set” here was a fully-operational business came with its own unique set of challenges, which Frank rose to meet.
Frequently an industrial environment is dirty and hard to maneuver in. I’m often looking for unique angles or situations so I often end up on roof tops, scaffolding or cranes. Safety is always top of mind. The facilities we shot for Taylored were mostly light industry so we didn’t have any major safety concerns. Some of the best vantage points and areas of access can be physically challenging. But I enjoy that aspect, so it’s kind of a plus. Keeping the gear clean, safe and out of the way is also a priority.
And as far as industrial “talent,” being the subjects in a commercial photoshoot was necessarily part of their original job description.
The workers are trying to get their work done and our objectives and goals don’t necessarily align with them. They are also real people, so they may or may not want to be photographed. They are not always comfortable in front of the camera, even if they want to be photographed. In my experience building rapport is essential.
Though the project did not call for video assets, Frank and his team saw an opportunity for the form to shine and took the initiative.
We showed some of the footage to Taylored and they loved it. I’m hoping it parlays into shooting video assets for their corporate library in the coming year.
Reflecting on his years in industrial photography, Frank shares this as what keeps him coming back to the specialty,
I love the physicality and the ability to get into unique places and situations. I have a small fear of heights so I like the challenge of putting myself into situations that are challenging. They are perfectly safe, but psychologically challenging nonetheless. I love pushing myself to climb on roofs, get in cranes, scaffolding; all sorts of out of the norm situations. It keeps me engaged and excited.
I learn something on every shoot I’m on. It may not have anything to do with photography, but there’s always something to learn and grow from, right?
See more of Frank’s work on his website.
CEO at Porters: Michael Companaro
First Assistant: Mauricio Lopez
Read more about Frank on our Published blog.
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