# Equinox's clients, and what they tell us about imagery

Researched 2026-09-18 from the client's own published pages (`notes/crawl/`): the testimonials
page, four case studies, and the homepage logo wall. **Every name below is published by Equinox
themselves**, so nothing here is inferred or invented.

## The client list

| Client | What they do | Industry | Where it is published |
| --- | --- | --- | --- |
| **Alliance Partition Systems** | Drywall contractor, founded 2007 | **Construction** | Case study (titled "Construction") + testimonial, Sam Koeppen |
| **Tri-Tec Manufacturing, LLC** | Manufacturing | **Manufacturing** | Testimonial + logo wall |
| **Darwin's Natural Pet Products** | Pet food | **Manufacturing, consumer goods** | Testimonial, Gary Tashijan |
| **Piroshky Piroshky** | Seattle bakery | **Hospitality, food** | Logo wall |
| **Dick's Drive-In** | Seattle restaurant chain | **Hospitality, food service** | Logo wall |
| **Advaiya** | Technology and consulting | **Software development** | Case study (titled "Technology & Consulting") |
| **EJP Consulting Group** | Consultancy, client since 2008 | **Professional services** | Partnership article + logo wall |
| **ProMotion Holdings Global** | Restructuring, acquisitions, high-profile clients | **Professional services** | Case study (titled "Professional Services") + testimonial |
| **Architextures** | Architectural products | **Construction, design** | Testimonial, Mark Midkiff + logo wall |
| **Facet NW, Inc.** | Not stated on the page | Unclear | Case study |
| **Qavah Partners** | Not stated on the page | Unclear | Testimonial, Darren J. Ho |
| **Dental Professionals** | Dental practice | Healthcare | Testimonial, Rufina Beam |

## The finding that matters

**The four industries the client asked for are their own client base, almost name for name.**

> *"Examples: manufacturing, hospitality, professional services, software development"*

| They asked for | They already have |
| --- | --- |
| Manufacturing | Tri-Tec Manufacturing · Darwin's Natural Pet Products |
| Hospitality | Dick's Drive-In · Piroshky Piroshky |
| Professional services | EJP Consulting Group · ProMotion Holdings Global |
| Software development | Advaiya |
| Construction (the photo they liked) | Alliance Partition Systems · Architextures |

**So this is not a style preference. It is a request to see their customers on the page.** The
construction photo landed because their largest published case study is a drywall contractor. Read
that way, the brief is specific and easy to satisfy: **show the industries these companies work in.**

## What the feedback rules in and out

| Image | Verdict | Why, read from the feedback |
| --- | --- | --- |
| `s4-baseplate.jpg` | **Liked** | Real industrial work, close, specific, no people |
| `cta-47103.jpg` hand laying brick | Swap | Named in "stock photos featuring hands" |
| `s3-55.jpg` hand and dominoes | Swap | Hands, and an abstract metaphor rather than an industry |
| `s9-417.jpg` finished glass tower | Swap | Finished real estate, not an industry at work |
| `hero-5785.jpg` towers from below | Swap | Same: a building, not a business |

**Two rules fall out of it, and they resolve an argument we have been having.**

1. **Hands are now out, on the client's own instruction.** We had them logged as a grey area under
   *"no stock photos of people"*. The client has settled it: *"swap out the stock photos featuring
   hands"*.
2. **A building is not an industry.** The rejected images are architecture; the accepted one is
   work. What they liked about the base plate is that something is being **built**, not that a
   building exists.

**And the constraint that still stands: no people.** The photo they praised has none, and the
2026-08-27 instruction is unchanged. Manufacturing, hospitality, professional services and software
all have obvious people-led stock imagery, and all four have to be shown through **the workplace,
the materials, the tools and the product** instead.