17 photos from the shoot. Click any photo to see it large.
The brief
Aus Tunnel had a new logo and a new look, and they needed photos to show it off. They asked me to photograph the new branding everywhere it now lives: on their fleet of utes, on staff uniforms and hard hats, on the office walls, and even on the notebooks and pens.
Aus Tunnel is a 100% Australian owned tunnelling and mining supplier that has been working underground since 2008. A rebrand is a big investment for a company like that, and photos are how the new brand gets seen on the website, on social media and in marketing material.
What I photographed
Branded company vehicles
The utes are the most visible part of the new brand. They’re on the road every day, so they’re where most people will see the new logo first. I photographed them parked outside the office, on location in front of the Sydney Harbour Bridge, and on the move.
The moving shots are rolling shots, taken from a car driving alongside the ute. A slower shutter speed blurs the road and the wheels while the ute stays sharp. Shooting in a road tunnel suited a tunnelling company, and the plain concrete walls keep the background clean so the blue and orange livery stands out.
Staff uniforms and safety gear
Branded uniforms look best when real people are wearing them and doing real work. The team wore their new orange hi-vis shirts, hard hats and safety glasses, and I photographed them going over a tablet, pointing out work on site and opening a tool case on the back of a ute.
There are full length shots, half body shots and close ups of the logo on a hard hat. Full length shows the whole uniform and gives a web designer room to crop. Portrait photos suit social media and phones, and landscape photos suit website banners, so the set has both.
Office signage and branded t-shirts
The office has a feature wall in Aus Tunnel blue with the tagline “We Know The Drill”. It made a strong backdrop for the casual side of the uniform, the blue logo t-shirts. These photos are relaxed and friendly, a good fit for an About page, a careers page or LinkedIn.
Branded stationery
Small items count too. A notebook and pen with the new logo, shot on a dark desk, gives the brand a clean, product style image for the website, a newsletter or a print piece.
Where the photos were taken
Three places in Sydney: outside the Aus Tunnel office and warehouse, by the water with the Harbour Bridge and Opera House behind the utes, and inside a road tunnel for the moving shots. The team and t-shirt photos were taken at the office, around the utes and in front of the blue feature wall.
Getting the most out of branding photos
Photograph everything at once. When the logo changes, the vehicles, uniforms, signage and merchandise usually change around the same time. One shoot gives you a matching set of photos to roll out the new brand.
Use your own photos, not stock. Stock images can’t show your logo, your vehicles or your people. Your own photos show customers and future staff who you actually are.
Name the files and add alt text. Every photo here has a descriptive file name and alt text, so search engines understand what’s in it and the images can show up in image search.
Shoot details
Client
Aus Tunnel
Industry
Tunnelling and mining supply
Where
Sydney Harbour, the Aus Tunnel office, a Sydney road tunnel
Photographed
Vehicles, uniforms, signage, stationery
Used for
Website, social media, marketing material
Need photos of your new branding?
If your business has a new logo, new vehicle signage or new uniforms, get the photos done while everything is fresh. I can photograph your fleet, your team in uniform, your office and your branded merchandise in one session, anywhere in Sydney.
