Innovation Warehouse Brand Photography Guidelines
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Brand photography guidelines for London Startup Accelerator the Innovation Warehouse.
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Innovation Warehouse Brand Photography Guidelines
- 1. INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay Photography Guidelines Visual storytelling 2 GUIDELINES
- 2. INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay INTRODUCTION Photography is an essential tool to bring a brand to life. The Innovation Wa re h o u s e ’s p h o t o g ra p h y should express it’s core values of approachability, professionalism and productivity. Most importantly, the Innovation Warehouse is a brand about people, not the physical space. While it’s important to showcase the space, we try to focus on how people interact with it (and each other). As the Innovation Warehouse brand expands to new locations the emphasis in photography will switch from individual locations should to the overall values of the brand.
- 3. 3 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PEOPLE The community is the backbone of the Innovation Warehouse and this needs to reflected in all our official photography. Emphasise • Professionalism • Engaged and busy • Welcoming • Inclusivity Show • Working hard • Interacting with others • Making use of the space Avoid • Posed shots • Stock photography feel • People looking bored • People looking anti-social Interacting Solitary Natural Unnatural
- 4. 4 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay SPACE Good photography of the space itself is vital for both attracting new members and showcasing the current ones. The space needs to feel homely and used by members but not cluttered. Emphasise • Homely feel • Inviting community Show • Plenty of space to work • Interaction with the space • Close-ups to put the viewer into the story Avoid • Clutter and mess • Large empty spaces • Long shots of the entire space • Soulless and corporate shots Inviting Empty Homely Cluttered
- 5. 5 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay QUALITY All official photography should be of high quality. A camera phone photograph might work for social media but doesn’t fit with the professional tone the brand needs for print and the officeal website. Try to • Use natural lighting where possible • Shoot away from the windows • Get a good dynamic range Photos must be • High resolution • Properly exposed • Appropriately cropped Avoid • Noisy low light photos • Reflections • Blurred photos Good range Underexposed and flat High resolution Low resolution and noisy
- 6. 6 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay FOCUS The focus of the photo should change depending on the context but there are general rules to follow. Make the • Subject in focus • Subject matter obvious Make use of • Shallow depth of field for emphasis Avoid • The entire scene in focus • Blurred subjects Clear subject matter No clear subject matter Subject blurredSubject in focus
- 7. 7 INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay CROPPING Photos should be cropped to emphasise either context or detail. Contextual photos are wider shots establishing a scene or environment. Examples include the Innovation Warehouse office space or a room of event attendees. Detail shots focus on a person or object. This could be a portrait of a member working or a speaker at an event. Contextual Detail Cropping to an interesting detail
- 8. INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PRODUCT STORYTELLING Each of the four product categories have additional guidelines to be followed. Considerthecorebrandvaluesandproduct- taglines as well as the target audiences for each product story: COWORKING COMMUNITY INVESTMENT GROWTH TRAINING EDUCATION EVENTS INSPIRATION
- 9. 9 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PRODUCT: COWORKING When photographs are used to promote the coworking space consider the following: Emphasise • Community • Productivity Make the space seem • Inviting • Large • Welcoming Make use of • Warmer tones Emphasis on community Empty space Welcoming Unwelcoming
- 10. 10 L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PRODUCT: INVESTMENT When photography is used to promote the investment services extra guidelines should be followed: Try to capture • People hard at work • People doing deals • People in meetings • Whiteboards / charts • Balance between casual and formal attire Hard working Professional
- 11. 11 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PRODUCT: TRAINING When photographs are used to promote the training services consider the following: Emphasise • Growth • Learning Show • Productivity • Interaction with charts / diagrams • Classes in progress Avoid • Boredom • One sided teaching • Charts by themselves People engaged and interacting Disengaged Interactions Just charts
- 12. 12 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay PRODUCT: EVENTS When photographs are used to promote events and meetups consider the following: Emphasise • Attendees • Speakers Show • Engaged audiences • A full audience • An inviting space Avoid • Bored and distracted people • Empty chairs • Too much emphasis on slides Engaged audience Disengaged Full audience Empty chairs
- 13. 13 ✖L INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay SOCIAL MEDIA Photography for use on the official social media accounts is slightly different. Quality • Still aim for high quality but camera phones are acceptable for Twitter and Facebook • Use quick event photos during and directly afterwards • Follow up after the event with better quality photography Subject matter • Don’t overdo it on the cat photos • Mix of the different products Avoid • Black and white photography • Stock imagery • General office empty shots Homely Empty Vibrant colour Black & White
- 14. INNOVATION WAREHOUSE © 2013 Klaus Bravenboer, Peter Thomson, Ross Mackay CONCLUSION The Innovation Warehouse is known by its fruits. Photography is the best way to tell the story of our members and their successes. For a prospective visitor to the Innovation Warehouse, photographs are the best way to get a feel for the space and the people. Better quality photography will lead to better communication with our audience.