We use still and moving images right through our brand to really connect with our audiences.
Our imagery helps us express the experiences, lifestyles and communities that we create.
Our brand is about people experiencing places. Photography and film is one of the most powerful ways we have to bring it all to life.
Styles
We use three different styles of imagery, they have common elements but each fulfills a different requirement for us.
1. Observational
This type of imagery is people focused, it should document people experiencing our environments from an observational point of view, whilst capturing the bustling atmosphere of the location.
2. Portraiture
Portraiture is people-focused, but more controlled than observational. We concentrate on faces and personalities, capturing their experience of an environment which is relevant and reflective of the person.
3. Architectural
With architectural images we try to capture spaces in use. Shoot from interesting angles and capture the human experience.
Observational principles
Please refer to these principles when you’re sourcing or commissioning observational imagery. That way we’ll create consistently high quality, on-brand images or film.
For best effect this style of imagery should be shot in a natural unposed way, without the use of models.
- Observe people experiencing the environments we create
- Make sure there is clear context of the environment
- Capture moments of emotion, interaction and reaction
- Use real people, observe real life in as natural a way as possible
Capture moments of emotion, interaction and reaction
Make sure there is clear context of the environment
Use real people, observe real life in as natural a way as possible
Capture moments of emotion, interaction and reaction
Observe people as possible experiencing the environments we create
Use real people, observe real life in as natural a way as possible
Portraiture principles
Please refer to these principles when you’re sourcing or commissioning portrait imagery. That way we’ll create consistently high quality, on-brand images or film.
For best effect this style of imagery should be shot in as natural a way as possible with real people.
- Shoot the person in context – in an environment reflective of what they do
- Show more than just their face
- Subjects don’t need to be looking directly at the camera, but they should be aware of it.
- They should be emotive, experiencing their environment.
Shoot the person in context – in an environment reflective of what they do
Subjects should be emotive and aware of the camera
They should be emotive, experiencing their environment
They don’t need to be looking directly at the camera
Thumbnails
We use thumbnail portraits in some of our communications, to convey the person’s personality and surroundings.
Thumbnails can be shot specifically if required but we prefer to crop from larger shots, as these will feel less staged and give better context of the person.
Architectural principles
When documenting our developments, architectural details are the primary focus. But we can communicate experience by including people in the background, enjoying and interacting with the environments we’ve created to give the architecture its true context.
- Focus on architecture adding a human element/perspective
- Emphasise the unique characteristics of the building
- Find dynamic angles from which to shoot
- Capture the experience of using a space.
- Show people as part of the shot but not the focus
Emphasise the unique characteristics of the building
Emphasise the unique characteristics of the building
Find dynamic angles from which to shoot
Capture spaces in use
Focus on architecture adding a human element/perspective
Show people as part of the shot but not the focus
Focus on architecture adding a human element/perspective
Capture spaces in use
Sourcing and licensing
When you commission brand imagery of any kind, the final use should always be considered and clear from the start.
Whilst varying styles of imagery are encouraged, we avoid stock photography and video because we only want high quality, unique shots.
Where possible, we should commission photographers and film makers to create original content that suits the format and the message we’re trying to convey.
Be creative, have patience and take care to think about budgets, as well as where you’ll use your imagery and the associated rights.
Our featured photographer is Richard Moran. Please see a link to his portfolio below.
Contact the Brand Team if you have any questions or ideas you need help with.
