Imagery & Photography

Covid-19 Photography Updates:

As a result of the pandemic, our photo requirements need to adapt to account for physical distancing and proper PPE at all times.

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Imagery

People and relationships are at the heart of all that we do. It’s important that this human element is present in all our leading imagery. In communications, the primary image must have at least one visible person. Some example situations would be on a job site, operating machinery, or in discussion. Ideally, two or more would be present. Marketing may approve some exceptions, especially when a visual is created to highlight a product. We should always try to show people, but if not possible, then go back to Marketing for approval.

*Note: Images are showing examples of look and feel only.

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Photography Do’s

Below are some key considerations to ensure our approach to photography yields consistent results.

Candid: People should feel natural and rarely acknowledge the camera unless instructed to do so.
Authenticity: Real scenarios, avoid overly staged subjects. It’s okay to get your hands dirty.
Engagement: Subjects should be actively engaged with another person or their task.
Human Focused: Put people first, then machines.
Natural: Lighting, people, interaction, poses.
Singular Focus: Have a single subject matter be the star. Whether it’s an interaction between two workers, or an employee using equipment or tools.
On the Ground: All images should feel like they are being taken by someone on the level as the subject or slightly at a slightly low angle. Images should never be looking down on subjects.
Compliant in action: Workspace and uniforms should be clean and tidy but avoid fake appearances. i.e. brand new uniforms or untouched workspace.

The backgrounds should be appear authentic and realistic, although we understand it may be unrealistic in some situations.

Pay attention to model’s position: when possible, try to avoid showing or photography people’s heads from the back. Pick and angle allowing to see the face
Photo authorization: Prior to a photoshoot session, all models are required to complete the image consent form. If an individual opts out, they will not be included in the photoshoot.

All images will be reviewed and utilized for multiple purposes such as Marketing collateral, promotional campaigns, Corporate marketing, literature, etc.

Note: Images are showing examples of look and feel only.

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Photography Don’ts

Below are some examples of watch-outs and items to avoid when assessing photography.

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Priority Placement

We are here to help, not just move machinery. Priority Imagery should include people. Secondary Imagery should include the product we are outlining in the article. Materials that are machine-focused should still be presented with a benefit and scenario context. See below for an example of what not to do, and how to approach it from a Wajax way.

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Photograph Retouching

The tone for imagery should be natural, realistic and approachable. Images should be well-lit, but never artificial. Natural cast shadows are welcome. Avoid filters, overly saturated or desaturated photos. If possible, shift key elements to the corporate colour palette. When using purchased stock photography, make sure that the subjects are wearing all required PPE or not showing any dangerous situation or element. When possible, include our Wajax branding accordingly. Images required EHS approval for compliance.

Note: Images are showing examples of look and feel only.

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ABCs of Wajax Photoshoots

A – Apparel and Personnal Protective Equipment

B – Behaviour and Backgrounds

C – Compliance

Apparel and PPE

Various positions within Wajax must meet specific uniform and PPE requirements:

Shop technician
Field technician
Parts / Warehouse

Personal Protective Equipment (PPE) is also required in designated areas, and also for specialized tasks (i.e. welding).

Wajax utilizes a wide variety of gloves for specific tasks / hazards, and a detailed page is provided for reference. For all other PPE, if you are uncertain what is required for any task or position being portrayed, ask your local branch contact.

Behaviour and Backgrounds – What to look for:

Background

Remove tripping hazards (hoses, cords, cables) laying on the floor
Remove unmarked or inappropriate containers (spray bottles, aerosols)
Remove all food or drinks
Remove items that are leaning against a wall (brooms, wood, ladders, etc.)
Remove all stacking of boxes
Ensure emergency exit or emergency equipment (i.e fire extinguishers, first aid kits) are clear and accessible
Ensure walkways are not blocked
Ensure all vehicles have wheel chocks
Ensure a neat general appearance in photo backgrounds
Oil stains on floors may require cropping / PhotoShop – any oil leaking from machinery must be contained in a drip pan, and absorbent applied to spills on floor (often resembles kitty litter)

Behaviour and Backgrounds – What to look for:

Behaviour:

Employees / models:

All required PPE and appropriate uniform must be worn for the area they are in (see Apparel and PPE section)
Long sleeves must be rolled down and fastened
No loose / dangling jewelry (i.e. necklaces, bracelets)
No loose hair (not even a ponytail) in service areas
Short sleeves and no gloves when operating rotating devices (i.e. lathes)
Bump caps and hard hats must be facing forward, with no stickers applied
Only clear lenses are allowed on safety glasses (unless a tech is welding, then a shaded welding helmet must be worn)
Ensure 3 points of contact are maintained while ascending or descending trucks, equipment or ladders
Ensure the use of nitrile gloves (thin doctor style) when working on engines or with oil / grease.
Ensure no one is underneath a suspended load
Ensure no one is touching a suspended load with their hand
The use of a cell phone is restricted to the office
Do not remove a guard to take a better picture (i.e. lathe, milling machine, etc.)
Any work being completed at 10’ (3 metres) or greater requires fall arrest to be worn (harness, lanyard, and tied off to anchor point)
Only self-retracting knives are to be used when opening boxes
Only self-retracting knives are to be used when opening boxes
Be aware of winter slip and fall hazards, including: snowbanks, pooling water, thaw / freeze patterns and resulting icy conditions
Ensure no one is touching exposed pinch point hazards
Ensure anyone climbing on equipment is doing so where intended by manufacturer (i.e. proper or marked steps, not on tracks, chains, links or tires)
Oil stains on floors may require cropping / PhotoShop – any oil leaking from machinery must be contained in a drip pan, and absorbent applied to spills on floor (often resembles kitty litter)
Be aware that any material resembling kitty litter observed on a floor is to absorb a spilled fluid. Avoid walking through the material and remain alert for a slip hazard in the vicinity of the absorbent.
Equipment should be stationary, and not in use while employees / models are in the immediate vicinity.

Compliance

Please be aware that operations will continue “as usual” during photoshoots.
All in attendance must be alert for, and give right of way to: moving trucks, equipment and machinery in shops, warehouses and yards.
Only qualified Wajax employees may start, operate or move equipment for images.