Photography
Storytelling Vignettes
There are four photographic genres that work with Advancing the Lifeline creative treatments. These genres work well to build storytelling vignettes that feel emotionally connected and thoughtfully provocative, as they relate to the overarching brand.
Urban and Residential
Workstyle (with and without product)
Portraits
Application
Cropping
Tight cropping of an image builds an emotional connection and highlights our customers. This technique is also a way to repurpose existing photography within the brand library.
When cropping, don’t be afraid to crop the top of heads, or parts of the face, etc., so long as it appears purposeful/intentional.
Correct
Incorrect
Do not use cropping where the headline or subhead is placed on top of the customer’s face.
Masking with Type
When using images with complex background colors and texture, ONLY use black or solid colored type.
Masking imagery with Hero Type works best when paired with photography that has a simple, dense background.
Correct
Incorrect
Do not mask an image within Connected Type.
Photography Misuse
The following are examples to avoid when selecting photography:
Do not use photography that appears frightening or apocalyptic
Do not use photography that appears unprofessional or amateur
Do not use photography with improper color balance
Do not use photography that appears overexposed
Do not use photography that appears dated or time-limited
Do not use portrait photography that feels generically happy, whimsical and fake/forced
Do not use lifestyle imagery as it does not clearly portray one of the three pillars (Partnership, Innovation, Readiness)
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