Expeditors has an approach that is unique among global logistics companies: they don’t own the aircraft, ships, or trucks they use. They are a service-based company, and that means their employees, culture, and professionalism are their most valuable assets.
When the project began, they had no existing photography or brand assets that showcased their employees. During the redesign of the global website, we suggested shooting custom photography that differentiated them using their own people.
To represent the scope of their business, we shot in the Seattle headquarters, at the Expeditors Chinese headquarters in Shanghai, and in warehouses in Shanghai and Los Angeles. The shoot crew was small and nimble, with only me and the Expeditors in-house photographer. All photography was done with natural lighting and a handheld camera to ensure the photos felt authentic and real. All on-camera talent were real Expeditors employees.
Over the course of four shoot days we captured more than 14,000 images in four locations. Expeditors needed photography to showcase their offerings across their corporate services, warehousing and more, so we shot with that in mind. Instead of planning for a few brand photos we captured as many images as we could to tell stories about the company. The photography can be used in any channel or medium; website, social media, and in all marketing and collateral. This approach gave Expeditors a large photography library with tons of flexibility.
