- Keep imagery real and grounded in authenticity, similar to reportage photography.
- Keep a simple composition with as few elements as possible.
- Endorse simple geometry, symmetry and visual balance.
- Use natural light, saturation and contrast in the photos.
- Our imagery selection should cater for different geographies, for identification purposes.
- Ensure readability if you place text on top of imagery or video.
- Do not use stock photos.
- Do not use b/w photography (unless it serves a historical purpose).
- Never use coloured filters (or any other filters) on top of imagery and footage.
- Never place a coloured overlay on imagery and footage.
- Product brands, clinical trials and corporate areas are not allowed to use each other’s photos.
- All photos should have a caption (exceptions: small formats such as thumbnails, social media posts etc. and websites due to responsiveness).
- Use photo captions for signature images to accentuate the element of authenticity.
- For patients, write full name and disease type.
- For employees write full name and title.
- For places write the name of the place.
- Feel free to add country.
- Place in any four corners and use either True Blue or white. Either next to the image frame or inside it.
- For photo mosaics write one caption covering all photos.
- The caption should always be visible and readable.
We combine the dynamic qualities of video with the strong focus of still photography in our live images. Make sure the overall impression is calm, and the video content is looping smoothly.
Generally, our videos follow the same principles of simplicity, authenticity, focus, cropping, and scale. Our look is unpolished with an overall documentary-style feel. We endorse natural lighting and subtle colour grading.
We prefer non-staged locations and motifs.