Case Study: YMCA Photography Project
How authentic storytelling through photography helped YMCA secure four major tender bids
The Challenge
YMCA approached me needing photography to support a major 10-year tender process for Boroondara, Merri-Bek, City of Melbourne, Darebin and Casey. The goal was to show more than facilities—it was about capturing the unique role YMCA plays in bringing diverse communities together.
When you’re bidding for long-term community partnerships, words and statistics aren’t always enough. The tender needed imagery that showed the human side of the YMCA experience—moments of connection, energy, and belonging.
My Approach
I wanted to connect all elements of the YMCA story. That meant photographing on few levels:
- The big scale – pools, gyms, and sporting grounds in full swing, showing just how much these facilities offer.
- The small moments – the candid details of people interacting, laughing, gathering, and fostering the beautiful community YMCA has facilitated throughout each city council.
- The details – giving voice to the obscure. Capturing the unique corner stones of that particular facility.
It’s in these contrasts—the scale of the facilities and the intimacy of the human connection—that the YMCA spirit really comes alive. My role was to translate that into a visual story that felt real and uncontrived.
The Results
Authentic tender photography
YMCA were successful in securing four major tender bids. In their feedback, they specifically highlighted the photography as a key element of their success.
“Lauren’s work is incredible. Time and again she manages to capture, beautiful images – intimate and detailed.
We continue to engage Lauren for all our photography work because she’s a pleasure work with, takes the time to understand what we need, is dynamic and flexible, and most importantly she ALWAYS nails the brief.
Highly recommend LJM Photography. You won’t be disappointed”
Sarah | Business Development
Strong, honest visuals gave their tender more than just polish—they gave it heart. The images showed councils the true impact YMCA has: not just buildings and programs, but thriving communities.
Why this matters
This case study is a reminder of the power of photography in business. It’s not about staged headshots or generic stock images. When you capture the genuine stories of people and the places they belong to, it creates connection. And connection is often what makes the difference.
Capturing the community photography YMCA
“I feel like corporate style photography misses the authenticity piece, which you do so well. For me, I look for photography that brings something out in the person in front of the lens, without the ‘say cheese’ cheese. It’s a hard craft to master and I love that you can do it naturally, with ease.”
Katie | Marketing
Your amazing photograph and their in-depth data combined into a readable digestable fun document.
I’ve said it a million times.
Amazing photography always makes my job so much easier. And yours certainly does that.
Andre Ash | Graphic designer
Here are a bunch more images of authentic business photography
For more inspiration, ‘No more stock photos – Let’s showcase the real you’ or Behind the Artist – showing the complexity and beauty of a steel sculptor.
To see more reviews check out my five star rating