Building a Cohesive Team Image: A Case Study in Long-Term Client Success with The Martin Group
For a creative agency like The Martin Group, a Buffalo-based powerhouse working with national brands like Puma, Nike, and Wegmans, a solid visual identity goes beyond client campaigns. It extends to their team as well. That's where Buffalo corporate photography studio Clarity & Craft Imageworks comes in.
This case study examines a multi-year collaboration between Clarity & Craft and The Martin Group, showcasing the power of consistent, high-quality corporate photography in building a cohesive brand image.
The Challenge: Reflecting Culture and Growth Through Corporate Portraits
"Several years ago, we began a rebrand, and a new website was part of the execution," says Dave Riley, Creative Director at The Martin Group. "Our list of growing clients included many mainstream national brands, hip to the social culture, so our presence needed to connect to these audiences."
One of the most crucial elements? The employee page. These portraits must showcase individual personalities and embody the agency's dynamic culture.
Clarity and Craft Imageworks' portfolio, with its "fresh, edgy, and unique perspective," resonated with The Martin Group. Their ability to capture genuine connections while maintaining a consistent visual style was vital.
Building Consistency Across Time and Location
The need for consistent portraits grew as The Martin Group expanded with offices across New York State. Clarity & Craft ensured a seamless flow:
Maintaining a Timeless Style: Over the years, Clarity & Craft has captured portraits that are not only current but also preserve a timeless aesthetic, ensuring a cohesive look across time on their website and marketing materials.
Remote Studio Shoots: Rochester's office presented a logistical challenge. Clarity & Craft Imageworks' solution? Utilizing a remote studio, replicating the agency's signature style to maintain visual consistency within the portrait collection.
Knowledge Transfer for Long-Distance Needs: The distance to Albany posed another challenge. Here, Clarity & Craft showcased the value of a long-term partnership. They identified a local photographer and trained them on the project needs and specifications, ensuring consistent results while keeping costs down. We then applied the finishing touches in post-production, further solidifying the seamless visual narrative.
A Well-Oiled Machine: The Benefits of Long-Term Collaboration
This multi-year partnership has led to a deep understanding of The Martin Group's needs. As Riley states, "Luke and his team at Clarity & Craft Imageworks team have managed these challenges extremely well. Working with them over the years has become a well-oiled machine, which has enabled the process to become very efficient and convenient."
Clarity and Craft Imageworks' consistent quality fosters trust and strengthens the relationship. Ultimately, these captivating portraits showcase The Martin Group's talented team and reinforce their commitment to innovation and a dynamic culture. This message resonates with their clients as well.
