4 minute read
Imagery Guidance
Image Categories
Within the Balentine brand, there are two distinct image categories to represent as we build on our ever-expanding library of on-brand photographic assets. Stock photography images are readily accessible and convenient, but we must evaluate them critically to make sure their tone, subject matter, quality, and aesthetic agree with the guidelines we set forth for the Balentine brand in the pages to follow. Choosing the right imagery for our brand will help us strike the right chord with various constituents and clients.
Advertisement
GROWTH & PLACE (CONTEXT)
PEOPLE
Imagery Guidance
People
The strength of Baletine’s brand is built on the relationships we develop with our clients and the impact that we have on their lives and the lives of their loved-ones. Our imagery should portray a degree of authenticity that captures our clients enjoying their everyday life.
Try to...
• Use imagery in which the space is well-balanced between subjects throughout the composition.
• Show diversity but make sure the subjects look like high-net earners.
• Show multi-generational families. Two and three generations.
• Show subjects who are well put-together but modest. No need for
Wall Street suites and formal attire.
Avoid...
• Subjects who are dressed too formally, look stiff, phony, and cheesy
• Harsh shadows and lighting can make people hard to see or create too much contrast.
• Subjects who look dis-engaged
Imagery Guidance
Growth & Place (Context)
People should always be the primary focus of our brand but context is everything. By pairing images of people with their surroundings we are able to add a subtle message of growth.
Try to...
• Select environments that pair with the surroundings of the people being depicted.
• Choose environments that are native to spaces/ places that our clients live and work. Most likely this would be the South East region of the US unless presenting to a client located elsewhere.
Avoid...
• Landmarks, treacherous terrain, and overly grandiose locations (like the peak of a mountain).
• Commercial and industrial spaces.
• Zoomed in patterns of leaves and plant structures that lose the context of the space they are in.
Imagery Guidance
INSTITUTIONAL / BUSINESS ADVISORY
People
The strength of Baletine’s brand is built on the relationships we develop with our clients. When selecting imagery focused on Institutional growth or advisory choose images that are focused on partnership and hero the clients and/or employees.
Try to...
• Use imagery in which the space is well-balanced between subjects throughout the composition.
• Show diversity but make sure the subjects look like high-net earners.
• Emphasize candid shots where subjects are engaged and in conversation.
• Show subjects who are well put-together but modest. No need for Wall
Street suites and formal attire.
Avoid...
• Subjects who are dressed too formally, look stiff, phony, and cheesy
• Handshake photos (they’re overused)
• Photos with too many individuals working independently
Imagery Guidance
INSTITUTIONAL / BUSINESS ADVISORY
Growth & Place (Context)
Context is everything. When choosing imagery focused on Institutional growth or one-on-one advisory the locale should match the audience we are speaking to and the subjects (people) being depicted.
Try to...
• Select environments that pair with the surroundings of the subjects being depicted.
• Choose environments and places that represent the institutions where our clients are trustees/ consultants.
• When choosing interior spaces make sure there is some kind of living plant present.
Avoid...
• Zoomed in elements that don’t have some natural element in them.
• Dark and poorly lit spaces like the inside of libraries.
• Anything dingy looking.
Brand Voice & Target Audience
