A Web Video and New Site for Tri-Valley Contractors

In March, Tri-Valley Contractors, a new home building company with their headquarters on the east side of Lebanon, approached us about creating a web video to improve the depth of their digital marketing. We were excited to get to interact with two of their satisfied customers, Jeff and Tina Davis, as they told their story of building a brand new home with TVC on their lot in Reinholds, PA.

TVC Homes' house built in Reinholds, PA

Their new home was in its final building stages when we went to film, so they were able to talk about the whole experience–from meeting Clyde Patches (the owner of Tri-Valley Contractors), to selecting a model for their house, altering the design, choosing interior features and colors, and then watching their vision for their home take shape. From groundbreaking to painting, they were thrilled with the way the Tri-Valley team worked with them in a personal way, while maintaining the highest professional standards of quality workmanship and project management.

During the filming and editing process, Tri-Valley asked us to begin building a new website to feature their new video front and center. After a thorough interview of the Jeff and Tina Davis, we had a good idea about what makes Tri-Valley outstanding to their customers, so we wanted to reflect these aspects in the written copy, images, and information available on the site. This marketing strategy included building a timeline page that clearly lays out the organized, flexible, well-developed building process that the Davis family appreciated so much.

design-process-meeting

Check out their new site at: www.tvchomes.com

 

The Rest of the Lancaster City Condo Photos

Here are the rest of the photographs from my shoot at the 317 North condo in Lancaster City. The shoot was for ReImagine LLC, a renovation team for whom we just launched a website. The beautiful home staging was done by Buck Home located in Quarryville.

Each photo is a composition of multiple photos in multiple layers (the first photo is actually a composition of 18 photos in 25 layers plus an additional 3 coloring/sharpening layers). You can find out more about my interior photography process here or watch the first photo be assembled in 10 phases here.

317 Wide

 

Fireplace at 317 North Condo

 

Kitchen Photograph at Lancaster City Condo

 

Reading Nook at 317 North in Lancaster City

 

317 North Mulberry St Lancaster Bedroom

THE ANATOMY OF AN INTERIOR PHOTOGRAPH

317 Wide

CLICK TO VIEW LARGER

GO HERE TO WATCH THIS PHOTO’S EDITING PROCESS IN 10 STEPS

Although I encourage my clients to hire a professional photographer (and spend more on them than on us) when developing their marketing tools, occasionally I fill the gap (more on this another time). A few weeks ago I had the opportunity to shoot a newly renovated condo in Lancaster City for one of the renovating teams, ReImagine. I have done some minor interior shoots for friends, but this was my first attempt at ‘doing it right.’ I haven’t finished editing the whole shoot, but here is one wide shot and the process I used to make it happen.

1) STEP ONE: PLAN AND SHOOT 45 PHOTOS

45 Interior PhotosWhen I first lined up this wide shot, I took note of the various elements in the room, as well as the different light sources and exposure points: room lights, window light hitting the interior, the scene outside the windows, etc. I secured my camera on my tripod, noted the various exposures I would need, and tried to keep the editing process in mind. I then took 45 photos of this scene, starting with general light exposures, and then using two remotely triggered studio strobes to highlight various elements of the room. (Thanks to my sister over at Life Story Photography for letting me use the strobes.)

2) NARROW TO 18 PHOTOS, PRE-EDIT IN ADOBE LIGHTROOM

18-Shots-GridThe next step was narrowing my selection. I went through my photos and selected 18–each of which I used to highlight a specific object or area. In Adobe Lightroom, I pre-edited each photo, syncing their white balances and adjusting the settings for the object or area I wanted to use from that particular shot. When finished, I exported them into a separate folder and named them according to what I would be using them for.

Although I narrowed my selection down to 18 photos, I did end up using some of the photos more than once in the various Photoshop layers–that came next.

 

3) COMPOSITING 25 LAYERS PHOTOGRAPH IN PHOTOSHOP

Photoshoping Interior Rooms PicturesI then took my 18 selected photos into Photoshop and started piecing them together. For each element that I wanted from a particular photograph, I meticulously clipped and brushed a layer mask so that only that portion of the photo showed through. I adjusted blending modes, opacity, and blurriness as I went, continually adjusting and touching-up each layer to try to get its element looking as good as possible: nicely-toned wood for the table, soft light on the floor, smooth walls, crisp bricks, less shadows, a little rim light here…you get the idea.

4) FINAL TOUCHES

I finished by doing some final coloring and sharpening of the entire photograph. I had to crop a few pixels off the edges due to camera shake (I forgot the adapter for my camera’s remote shutter control), but in the end I think it turned out fairly well.

New Wex Marketing Company Photos by Life Story Photography

Life Story Photography–a photographer located near Reading, Pennsylvania–met with us this morning to take our new company photos. The owner, Jennifer Stork, is the sister of our president, John Weixler, so it was a relaxed, enjoyable session both in the studio and out in the field behind her house. We are thrilled with how the images turned out!

We often remind our clients of the importance of having high quality images on their websites, advertisements, and printed marketing materials. Having a strong, well-branded graphic design style, matched with a pertinent marketing message, is certainly important–but attractive images (especially product photos) is the cornerstone of building a customer-drawing brand.

marketing-rocketpackmeet-the-wex-teamlife-story-photography-reading-pawex-marketing-company-photos

Filming at Tri-Valley Contractors

Today I was filming at Tri-Valley Contractors, a new home builder in central Pennsylvania,  when their Estimator, Nate Wenger, asked me to take a new photograph for his next set of business cards. He asked that I clip the photo onto a white background to blend into his white-based business cards–but before I did that for him I noticed the natural step gradient created by the vinyl window screen in the background. It won’t be used for Nate’s cards, of course, but I thought the effect was pretty cool.

Nate Wenger Photo by John Weixler of Wex Marketing in Lebanon, Pennsylvania