Stock photography was making MindForge look like it had never been on a job site. I built an AI workflow that fixed that.
B2B SaaS · AI Workflow · Brand Authenticity
Building Trust with Visual Authenticity.
Overview
Trust is everything in the construction industry and our stock photography was quietly working against it. Liability concerns made real job site photography impossible, so I built a smarter solution instead.
01
No more squeaky-clean workers
Stock photography gave us models who had clearly never set foot on a job site: spotless gear, clean hands, none of the wear and grit that comes with real construction work. Our audience noticed. We needed characters who looked like they'd actually done the work.
02
Built an AI workflow that could pass a safety inspection
AI generation alone wasn't enough. The tools struggled with accurate PPE and realistic job site conditions — capped rebar, proper harnesses, the details that construction professionals actually look for. I combined AI generation with hands-on Photoshop compositing and regular reviews with subject matter experts until the imagery was convincing enough to pass scrutiny.
03
Replaced entire marketing suite
Every stock image across the website, social media, and paid advertising was replaced with imagery that reflected the real texture of construction work. The workflow was built to scale — repeatable and consistent across any new campaign.
Results
30+ images produced and deployed across all external channels. Sometimes doing something right means people stop noticing what’s wrong. The credibility issue that had been quietly eroding audience trust quietly disappeared and the brand finally looked like it belonged on a job site.
Matt is not just a talented artist and project manager; he elevates every aspect of the creative process.
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Michael J. Caito-Khurshid
Product Owner - OSU Wexner Medical Center
(former Project Manager at MindForge)
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Creative Director, Brand Storyteller, or Content Strategy for B2B companies looking to make their product easier to grasp.