IO Data Centers tasked LAVIDGE with updating the look of their photography. Data centers have become more and more driven by creating efficient space, leading to cleaner lines, higher levels of security and more compartmentalization. The insight driving our project was that the characteristics which define data centers also exist in the automotive industry. Our solution was to engage Blair Bunting, an internationally recognized automotive and aeronautical photographer, to bring his eye for line, form and shape to our project. The result is photography that treats the data center as what it has become: a high-performance machine.