Auto Restorations website homepage after redesign, showing Automotive Dreams marketing slideshow and table of links to website feature articles and pages.

Energise an image heavy website

Energise an image heavy website by design


AUTO RESTORATIONS, 52 STEWART ST, CHRISTCHURCH, NEW ZEALAND


Links to PDF of New Zealand Classic Car magazine cover story on the 1963 Ferrari 250 GT Lusso

Making it to the cover of Classic Car magazine, the superior quality of Auto Restorations’ work speaks for itself in this 6 page cover article  (linked).

Established in 1973 Auto Restorations has a story to tell. Every year it must mobilise new car restoration projects. To do this it relies on existing clientele, affluent, discerning people who might already know of the company by word of mouth, prestigious Concours D‘Elegance ‘First In Class’ wins, the publicity that generates in classic car enthusiasts’ media, their advertisingwebsite and brochure—sales brochures, basically—designed to showcase the superior quality of the work they do. Showcase the process of restoration, the completed works, among them some of the most refined and rare cars in the world, and do it justice with advertising and promotional material that has the maximum effect and gives the impression to their select international clientele of an organization worthy of trusting one’s precious, valuable car to.

Well crafted and well made custom built motor cars, widely regarded as some of the most rare and beautiful, are the results of the restoration process, a process which varies. Some rebuilds are particularly challenging and may take many hundreds of hours of meticulous work by expert technicians that sometimes stretch over years. The strict rule for their sales material is a focus on the process of restoration and the advantages Auto Restorations offers their niche customer base, working faithfully to an exacting standard at a fair market price.

Racing action image of the Alfa Romeo Tipo 8C, #32, racing at Thunderhill Raceway Park, California. Peter Giddens at the wheel.

Alfa Romeo Tipo 8C, #31, restored by Auto Restorations in 1998, cresting the hill at Thunderhill Raceway Park, California, 2018.

“I chose Auto Restorations to restore my rare Alfa Romeo Tipo C race car, one of only three remaining, because of the Kiwi attitude that if you can’t buy it, you’ll make it”.
~Peter Giddngs, owner/driver

Read More

Four of Auto Restorations skilled workforce wheel a custom body Delage Roadster into position in the carpark.

Informal portraiture at work

Informal portraiture in the workplace using available light


AUTO RESTORATIONS WORKSHOP, STEWART STREET, CHRISTCHURCH 2009–2012


When shooting informal portraiture avoid distraction from the most important purpose—getting photographs. These photos were shot and photo composites produced 2009–2012, they offer a historical profile of Auto Restorations during that time soon after Allan Wylie stepped up from the Mechanical Shop floor to the role of General Manager. Pictures of their employees on their redesigned website, and capabilities brochure in print helped Auto Restorations transform from a faceless company to people that their customers can relate to. The highly specialised, high value personal service that Auto Restorations’ workforce offer to customers is an advantage that they have over large companies, their multiple international Concours D’Elegance awards attest to this. Good photos of their skilled workforce reinforce this.

Lineup of classic cars in carpark of Auto Restorations, Stewart Street Christchurch workshop.

Italy, the United States, France, and Australia are represented in this lineup of 20th century classic cars, from the current work in progress at Auto Restorations in September, 2009.

Whether shooting outdoors or indoors, consider using the flash to light the subject. If the available light is insufficient then you need to build up more light until the clearest and best photo is taken. This may involve bouncing flash light up off the ceiling or outdoor canopy. You shouldn’t see light in the final picture—you should see the subject.

Dropping to one knee and shooting up at your subject yields a heroic image.

Informal portrait of Allan Wylie, Auto Restorations’ manager leaning against his 1938 Ford roadster.

Visual anthropology: Work method documentary photography

Read More

The Pomeroy’s Press. Pom’s Staff profile article. Halloween Party group shot behind the bar.

Friendly “Meet the Staff” articles — more than a mug shot

The Pomeroy’s Press welcoming “Meet the Staff” profile articles are more than a mug shot, going above and beyond showing the pub staff’s faces is important and beneficial to improve connection with patrons.


POMEROY’S OLD BREWERY INN, KILMORE STREET, CHRISTCHURCH


Showing the faces of the real people front of house and behind the scenes working at Pomeroy’s in The Pomeroy’s Press pub newsletter is important and beneficial to the pub’s best connection with its customers and reinforces the fact that Pomeroy’s pub is a friendly and welcoming family business due largely to their wonderful staff.

The Pomeroy’s Press. Pom’s Staff profile article. Ross Baker.

An interesting portrait adds emphasis to the vividly written bio and captures readers’ attention.

When your potential customers stumble upon Pomeroy’s Pub website, one of the first things they do is look for the craft beers on tap and the restaurant menu. What happens when they look at the team page and see more than just a mugshot, they can read a brief, vividly written bio. Pub patrons feel comfortable knowing something about the staff’s character and their story. Having the staff images along with names and brief bio’s on Pomeroy’s “About Us” page helps patrons connect with Christchurch’s historical English style pub, which increases the site’s conversion rate and makes them less likely to bounce.

Read More

The Pomeroy’s Press. Portrait for Pom’s locals profile story.

People pictures add life to The Pomeroy’s Press

What nicer way to illustrate Pomeroy’s Old Brewery Inn’s “social capital” as a local English style pub, between 2003–10, than to picture their local clientele?


POMEROY’S OLD BREWERY INN, KILMORE STREET, CHRISTCHURCH


The Pomeroy’s Press published one “locals like…” and one staff bio feature article every issue with beautifully lit photos of happy people—In addition to document the frequent social events organised and hosted by Pomeroy’s, the pub newspaper’s photographers were on hand to shoot galleries of great photos for the pub newsletter and web galleries for the pub’s website.

Pomeroy’s management understood that doing a good job of consistently documenting the pub clientele’s participation in their sensational events would result in their locals building the image of Pomeroy’s of themselves. Nothing is stronger.
Keep on reading!

Wildlife Photo portrait of a Cheetah at Orana Wildlife Park

Where the wild things are

Orana Wildlife Park is a great place for wildlife photography


ORANA WILDLIFE PARK, MCLEANS ISLAND, CHRISTCHURCH


WILDLIFE PHOTOGRAPHY IS THE GENRE of photography concerned with the documenting of wildlife in their natural habitat, Orana Wildlife Park in Christchurch, is New Zealand’s only open range zoo. Visiting Orana Park therefore offers a unique opportunity for the self-assignment of exercising your photography skills because in the wild animals are difficult to approach, predicting their actions is hit and miss, whereas the animals at Orana Park are not perturbed when viewed from quite close up and because there are mostly no bars or cages capturing great images of them in interesting situations just takes a little patience to be in the right place at the right time.
Keep on reading!

Antarctic Centre Adelies on ice Antarctica design on a white and a dark blue T-shirt

Cool T-shirts for Antarctica

WILDLIFE ART FOR THE ANTARCTIC CENTRE – Surface Active design pARTners’ good art achieves standout 1991 competition win

Christchurch is the gateway to Antarctica, has been for well over a century. The International Antarctic Centre was established in 1990, the visitor ‘Antarctic Attraction’ was opened to the public two years later.

Getting Antarctic people to vote on the Antarctic T-shirt designs

In 1991 the Attraction’s “Antarctic shop” merchandising and trading manager invited New Zealand’s leading souvenir T-shirt screen printers to each enter a set of Antarctica T-shirt designs into a competition, speculatively, to be judged and voted on by staff members of the various national Antarctic programmes based in Christchurch—hundreds of world-class scientists, explorers, transport support staff and the likes involved in preparing for their work in Antarctica. The brief was wide open, wildlife art designs, historical designs pertaining to Christchurch’s involvement with the 1912 epic of Captain Scott’s race to the Pole.
Keep on reading!

Orana Park Chapman’s Zebra screen prints on front and back of a navy T-shirt

Wildlife Park T-shirts for Africa

Our 1992 competition winners, a range of wildlife art t-shirts that celebrate an international wildlife conservation success story: Orana’s African savannah top five


ORANA WILDLIFE PARK, MCLEANS ISLAND, CHRISTCHURCH


The retail market of the garment trade is tough, for an open range zoo like Orana Park, with one foot in the quality recreational experience sector and the other in the tourism sector, trading is highly seasonal. The competition for the customer’s discretionary spending dollar and the fact the park is a charitable trust that generates 95% of its income from gate takings and their ‘Trading Post’, demanded that the very best way of developing the Park’s new T-shirt range be used be used for this custom T-shirt design and print project.
Keep on reading!