• Keep imagery real and grounded in authenticity, similar to reportage photography. 
  • Keep a simple composition.
  • 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 or AI generated images.
  • 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. 
  • Be respectful: Don’t place text or graphic elements on top of people’s faces.
  • 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.
  • 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 crop for a distinct expression, for focus and for simplicity in composition. Crop images until no superfluous visual information is left. Letterbox, square, rectangular; any ratio will do.