The Window Merchant: A Content Retainer That Runs the Brand

The Brief

A trades company that needed a visual system, not just a photographer

The Window Merchant supplies premium European window and door systems to luxury residential projects across British Columbia. Their products appear in some of the most impressive homes in the province: Aluprof, Schüco, Reynaers, and Duxton systems installed in projects from Salt Spring Island to Vancouver to Whistler. But the visual presence did not reflect the calibre of the work.

The challenge was not a single shoot. It was building a complete visual engine: monthly content shoots documenting installations and completed projects, video production for social media, a full website redevelopment to showcase the portfolio, and a licensing model for project imagery that serves both The Window Merchant and the architects and builders they work alongside.

The Approach

Monthly shoots. Constant content. One visual standard.

The retainer is structured around monthly shoot days. Each month, we document a different project where Window Merchant products have been installed: completed homes, active installations, product details, and the finished result showing glazing systems in their architectural context. The shoots produce both photography and video, with content specifically formatted for Instagram, LinkedIn, and the website.

Six projects have been documented so far. The Skywater Main House and Cabin on Salt Spring Island showcase Reynaers systems in a coastal West Coast setting with panoramic ocean views. West 10th in Vancouver demonstrates urban modernism with floor-to-ceiling glass. Joan Audry Lane captures installation progression photography. The Fitzsimmons Residence in Whistler and the Wedgewood project round out the portfolio with alpine and suburban applications.

The website was rebuilt from the ground up on Squarespace. Each project gets its own dedicated page with full photography, product specifications, and architect and builder credits. The site now functions as both a portfolio and a sales tool, giving prospective clients a clear picture of what Window Merchant products look like installed in real homes, not just rendered in a catalogue.

Social media management runs on the content produced each month. Posts are planned, written, and scheduled across platforms. The feed stays active and professional without The Window Merchant team needing to create anything themselves. They focus on selling and installing windows. We handle how the work looks to the world.

The Outcome

A brand that finally looks like the product it sells

The Window Merchant now has a website that functions as their primary sales tool. When a prospective client visits, they see real projects with real installations, not stock photography or manufacturer renders. Each project page credits the architect and builder, creating a network of association with the firms that specify and install their products.

The social media presence runs on autopilot. Monthly shoots produce enough content to sustain consistent posting across platforms without anyone at The Window Merchant needing to pick up a camera or write a caption. The feed demonstrates the range of the product line across different architectural styles and regions, from island retreats to urban townhomes to alpine residences.

The licensed imagery model has created an additional benefit: architects and builders who work with The Window Merchant receive professional photography of their own projects, strengthening those relationships and incentivising future specifications. The photography serves multiple businesses simultaneously, which makes the investment more efficient for everyone involved.

The retainer continues month to month. Each new project adds depth to the portfolio, strength to the brand, and content to the social media pipeline. The system runs. The brand grows. The Window Merchant team focuses on what they do best.