Photography

Photography helps capture FBC Youth Program's story. It creates a sense of connection between recruits and the program by demonstrating its trustworthiness through "proof."

Content

Brand identity is dependent on the kind of content in photos. For example, a law school would have much different picture content than a theatre arts faculty would. The law school would tend to have a more formal look to their pictures, highlighting classrooms, courtroom simulations and people dressed in business casual to business attire. This would be cultivated to show the law school as a preparatory for professionals. By contrast, a theatre arts school would have creative leeway to show students in costume, rehearsal, and exercising creativity to demonstrate the atmosphere. An example of it is the way Harvard University captures photos of students engaged in libraries, classrooms and of professors to demonstrate their trustworthiness as an Ivy League school most famous for its business and law schools

FBC Youth Program is a youth forward but supportive environment. Make sure to highlight youth engaged in the different facets of the program. For images highlighting the CCSBC program, there can be pictures of youth engaged in the planning stage and especially the execution of the project.

Concept and Composition

• Use pictures where people are engaged with others and with tasks. Use pictures to show feeling and avoid staged photos of people staring at the camera

  • Think of how emotionals translate onto feelings. How would the feeling you are trying to convey look like on people's faces?

• Focus on capturing one thing at one time and avoid photos with too much clutter.

• Facial expressions can make a difference as well. Consider including people who look like they are enjoying themselves instead of frowning or disgruntled looks. The uniformity of emotions is also important as if you have one individual seemingly upset and the rest laughing, it can translate negatively.

Tone and Palette

The tone of the images should compliment the brand colours. If a picture is a different tone, no matter how beautiful it is, it will not look good when creating graphics. Think of how the Star Wars movies tend to have a distinct colour tone in each movie or how each Harry Potter movie has its own tone. Keeping the tone of pictures similar will help create more options for graphic design and keep the social media pages looking more harmonious. Based on the FBC Youth Program colours, natural light, neutral to neutral cool toned images are best. When paired against the brand colours, this tone and appearnace of pictures is the most cohesive and doesn't look misplaced or out of theme. Avoid warm toned photography such as golden hour if possible since it does not mesh well with the overall aesthetic of social media pages.

For example, Sephora uses bright colours, high contrast, and sharp focus while Aesop uses warm tones and a minimalistic aesthetic.