Photos are about visual storytelling. In today’s media-rich environment, people often look first to images, then to words. With this in mind, it is important that every image be carefully selected to communicate with impact. Brand photography should convey the University’s most valued and distinct attributes — family, collaboration, spirit, competition, focus and determination, and bold energy.
Posed shots lose vital energy, which translates into weaker impact. Allow the subject to walk, talk, move, to be him/herself, comfortable. As a photographer, it should be as if you happened upon the person doing something and just snapped a picture. In this sense, the photos should have a “voyeuristic” style whereby the subject seems unaware of the camera being there. Photos should in most cases be tightly cropped. Avoid posing subjects or setting up a shot.