Over the past few months, I’ve had the great privilege of photographing for a great company in the transportation industry, Earl R. Martin, Inc. This year marked ERM’s 50th anniversary and they set out to create a completely new website to tell their story.
Going into our first meeting, it became remarkably clear the desire was to surpass expected imagery by including human elements and story. We wanted to take big visual risks and knew that included photographing at night for an even more unique feel and message. Each division (Propane, Petroleum, Dry Bulk, Towing + Repair) has its own unique characteristics and personality which I wanted to present dynamically to viewers. Each division needed a hero shot as well as a full visual story, adding to the overall ERM story while representing the entire fleet in a meaningful way. They wanted the fleet shot to really pack a punch and the bar was set high. As a child, I remember Hess Trucks at Christmas, and the emotional connection that held to so many; replicating that feel became the focus. Earl, Sr., lead the way in founding the nearby truck stop Martin’s Trailside Express, which would serve as the perfect visual setting for the fleet by adding deeper context to the scene. We worked with partnering vendors to utilize real locations, most of which were scouted ahead of time planning around delivery schedules & equipment services, weather, lighting, Daylight Saving, and seasonal demands.
ERM has enough new content to utilize for their business that they’ve saved some of the strongest future updates to their website and other uses. As a more unique request, there is the potential for one of the photographs to occupy an entire wall of their shop in vinyl print, so detail at an extreme level was an additional consideration, while also composing for specific & unknown placements. After months of planning and production, their website is now live. Head on over and check it out, I am very proud of what we accomplished together, and even more humbled by the involvement, trust, integrity, and creativity offered by all those at Earl R. Martin, Inc. They care a great deal about quality, service, relationships, and craftsmanship, and that is evident in all they do.