Introduction
Channels and Platforms
Brand Behaviors
Photography
Our photography style creates an impact on digital and social media. Each image helps to tell an authentic story.
What Is New?
On digital channels, authenticity matters. We have evolved our photography approach to be more in tune with this. By focusing on authentic, relevant, empathetic, and diverse images, we aim to improve engagement and ensure our brand consistently connects with our audience and better reflects our values.
Here is why authenticity is central to our approach:
Here is why authenticity is central to our approach:
Building trust
We believe in forging genuine connections. Authentic content is our commitment to transparency, ensuring our audiences know they are engaging with a brand they can trust.
Deepening connections
Our aim is to resonate, not just communicate. By being genuine in our digital presence, we foster deeper emotional bonds with our audience.
Standing out
The digital landscape is crowded. Authenticity is our way of differentiating, ensuring our voice is distinct and memorable.
Encouraging engagement
Our most genuine content generates the most interactions. Testament to the power of authentic engagement in building lasting relationships.
Upholding our reputation
Authenticity reinforces Crowe's longstanding reputation as a transparent, honest, and client-centric brand.
Authentic people
- Emotions that resonate.
- Candid moments captured.
- Avoid direct eye contact.
- Diverse cast reflecting inclusivity.
Authentic people
- Relatable moments that people can connect with.
- A candid style that feels spontaneous.
- Capturing intimate situations that evoke emotion.
Authentic people
- Use of dramatic natural light.
- Tension between light and dark.
- Leveraging light to narrate a story.
- Incorporating high contrast shadows for depth.
Photography Styles
The application of photography within our digital communications uses three primary approaches for imagery, offering ample flexibility and creative scope within our design system.
Lifestyle
Full bleed images that resonate with the principles of authenticity, relevancy, and empathy. These images are expansive and immersive, drawing the viewer into the story.
Cut-outs
Focus on isolated parts of an image, predominantly a person, set against one of our unique SmartPaths. These graphics are distinct and emphasize the subject.
SmartPath
A unique blend where the SmartPath allows transparency over an image, enabling parts of the image to show through while also creating distinct areas. This technique is especially effective for placing typography.
Remember
The human touch: even in images without people, try to capture or hint at human stories or connections. Places or objects can often suggest human experiences or interactions.
Art Direction
Our photography is ot only about images. It is a way to communciate our brand's story. In this section on art direction, key techniques and principles are outlined to ensure our images are on-brand.
Composition
The arrangement of elements within a frame determines the story's flow and the viewer's focus.
- Balance: Ensuring that the primary subject, whether it's a person or an object, stands out without overshadowing secondary elements.
- Guiding the eye: Using leading lines, to guide the viewer's eye through the image.
- Framing: Intentionally using elements to frame the main subject, highlighting its importance.
Depth of field
Depth can add dimension to an image, making it more engaging.
- Focus on the subject: Blurring out the background or foreground can draw attention to the primary subject.
- Layering: Creating a sense of layers within an image adds depth and richness, providing a more immersive experience.
Casting
The subjects of our images represent Crowe and our values.
- Diverse representation: Reflecting our commitment to inclusivity, we ensure our subjects span various demographics, ages, and backgrounds.
- Authenticity: We choose subjects who can convey genuine emotions, making our images relatable and impactful.
- Alignment with message: Whether showcasing a team member or a client, the chosen subjects always align with the context and message of the story.
Remember
The message: select images that strengthen and align with your intended message. A relevant photo can reinforce your message, while an unrelated one can distract or confuse.
What to Avoid
Implementing our brand typography correctly is essential. To ensure our content remains legible and engaging, here are some things to avoid.
Do not use images that look overly staged or unnatural. This contradicts the brand's emphasis on authenticity.
Do not use images with direct eye contact. Images where subjects stare directly into the camera can feel confrontational and detract from the image's authenticity.
Do not use bland, generic stock images that lack a unique narrative or emotional connection; they often fall short in representing the brand's authentic and relatable values.
Do not choose imagery with a uniform cast; opt instead for photos that showcase a rich diversity of demographics, ages, and backgrounds to truly reflect the inclusive ethos of the brand.
Do not let a cluttered composition overwhelm your message. Choose images where the viewer's eye can easily identify and focus on the main subject without distraction.
Do not select an image that is overly abstract or
unrelatable. Use images depicting moments that resonate and connect with people's experiences.
unrelatable. Use images depicting moments that resonate and connect with people's experiences.
Do not over use heavy effect or complex montages. Over-editing can diminish authenticy. keep images natural and clear.
Do not overuse cut-outs. Cut-outs can emphasize a subject, overuse dilutes their impact.
Do not place the SmartPath over key elements of your image.
Do not force an image to interact with the SmartPath.
Ready-to-License Images
To assist you in finding on-brand photography, we have created lightboxes of images on the most popular image library platforms.
These can be licensed locally by members or used as inspiration to search for similar images that might be more culturally appropriate, depending on your location and subject needs.
You can view the lightboxes using the links below:
Adobe Stock
Shutterstock
iStock by Getty Images
These can be licensed locally by members or used as inspiration to search for similar images that might be more culturally appropriate, depending on your location and subject needs.
You can view the lightboxes using the links below:
Adobe Stock
Shutterstock
iStock by Getty Images
