Forging the Look of Evolution’s Next Generation
Working with the talented commercial photographer and director, Rob Gregory, we set out to photograph the EvoMax blades and Gen 2 chop saw. It wasn’t just about capturing sharp images—it was about sharpening Evolution’s brand identity. From the first mood board to the final retouch, every step was a conscious decision to reinforce how the brand looks, feels, and is remembered.
Photoshoot for the new visual identity of EvoMax sawblades & Generation 2 Chop Saws
Setting the Mood for the EvoMax Blades & Gen 2 Chop Saw Photoshoot
The mood board guided the creative direction: gritty workshop energy, moody light, and the tactile authenticity of metal, sparks, and sweat. This wasn’t accidental atmosphere—it was a design choice. The workshop became more than a backdrop; it was a stage for showing the raw toughness of Evolution tools.
Cameras rolled in a working shop environment, with light cutting through haze and steel staged against industrial textures. Every angle and lighting decision supported the brand’s story—function meeting form, precision meeting grit.
Retouching with Purpose
Even post-production followed the same principle. Retouching notes focused on balancing drama and clarity: pulling out texture without losing shadow, keeping color true without drifting warm. Every adjustment was about aligning the photos with Evolution’s evolving visual identity—professional, bold, and grounded.
The Final Frame
The finished images reflect a system: close-ups that showcase sharpness and power, wide shots that ground the tools in real work environments, and compositions that make EvoMax unmistakable. More than marketing assets, these visuals extend the brand’s DNA into every channel—web, print, retail, and beyond.
