Building a Stronger Brand: Full Visual Overhaul for Peterson Companies
Elevating Peterson Companies’ presence with polished photo and video content that resonates with their clients and sets them apart in the construction industry.
Peterson Companies is a leading outdoor construction company based in Minnesota, specializing in excavation, landscaping, irrigation, athletic fields, and more for both commercial and residential clients. With a strong commitment to quality and innovation, they have built a trusted reputation across the Upper Midwest.
The Objective
Facing outdated visuals that no longer reflected their evolving expertise, Peterson Companies needed to revamp their website with high-end photo and video content. They wanted to partner long term with a creative team that truly understood their visions — creating content that would appeal to prospective clients, social followers, and importantly, their own employees.
Our Approach
This project kicked off with a ton of collaboration — lots of meetings to really get a feel for their goals and what makes their company unique. From there, we built out a full content package: a “Who We Are” brand film, a main website video, employee features, ready-to-post social reels, and a ton of new photos. Almost a year in the making, we teamed up with them across multiple shoots at jobsites and at their headquarters in Chisago City. Throughout the process, we made intentional creative choices — taking the time to carefully plan each shot, set up lighting and equipment, and capture their team in a way that felt both polished and real. A big focus was making sure the content stood out — they wanted to create deliverables that were unique and different from the typical construction company.
'Who We Are' Brand Story Film
A cinematic brand film that showcases who Peterson Companies is — from their people and values to the scale and impact of their work. Designed to feel authentic and real, the video not only gives viewers a real sense of the company, but also became something their employees were proud to be part of and share.
Website Homepage Video
Their brand-new website opens with a custom logo animation that leads into a bold, fast-paced header video — we designed this video to make a strong first impression on their website visitors and potential clients. Through striking visuals, the video highlights Peterson Companies' people, process, and capabilities, and gives viewers an immediate sense of who they are and the scale of what they do.
Zac's Story - Employee Highlight
A behind-the-scenes look at the teamwork that keeps Peterson Companies moving. This employee spotlight shines on Zac, their shop supervisor, highlighting his leadership and expertise, and the way the whole team works together to keep operations and equipment running smoothly.
Careers Webpage Header
This header video brings Peterson Companies’ “Work Hard, Play Hard” mindset to life — giving potential applicants a real sense of the team, the energy, and the opportunities. It showcases a progressive, purpose-driven culture where people grow, tackle challenges, and work together to get the job done.
Social Media Content
New Employee Headshots
Peterson Companies didn’t want the usual stiff, cookie-cutter headshots. We captured high-quality photos with personality and energy that truly showcase their team’s unique vibe and keep things authentic for their website.
The Results
Peterson Companies loved the outcome — praising our flexibility, understanding, and dedication to their vision. The fresh content was successfully integrated across their website, social media, trade shows, and internal communications. Employees expressed pride seeing their work and company showcased so well, fulfilling a key goal from the start. This project laid the foundation for a strong, ongoing partnership between Peterson Companies and Paravel Creative.
"Gabe and his team are absolutely incredible. We weren’t just looking for someone to handle a one-off project; we wanted a long-term partner for our photography and video needs, and we found exactly that with Paravel.
From the start, they took the time to truly understand us, our company, and our goals to ensure authentic results with each unique project. And, even when we bring them wild ideas, they always find a way to execute and bring them to life. We value their creativity, clear communication, dependability, and character. These guys are fun and professional all in one, and we are so happy to be working with them!"
Laurie Lyons - Vice President, Peterson Companies