Making and editing brand-aligned photos and video

Diverse, authentic and compelling full-color imagery brings the brand platform to life. The key is to align emotional elements of the brand with primary support signals and visual cues. Select images that authentically engage the viewer and speak directly. Individuals engaged in real action and in real context establish credibility, a sense of confidence and success. Arizona State University is a vibrant place, full of colorful emotion, iconic places and culture of innovation. 

Our imagery shows vibrancy of life in full color. Black and white is best reserved for historical images.

Visual cues to keep in mind

• Does the imagery strike an emotional chord and capture a live event or moment?
• Does the imagery of people feel natural and not too staged?
• Is there an authenticity to the image, as if the camera was invisible to the subject?
• Have we captured a sense of empowerment and control?
• Have we captured individual and unique expressions of ASU’s thriving culture?
• Have we found a new angle to view the situation without creating distortion?
• Have we used natural light when possible? 

Human connection

“Smile appeal.” Research shows that seeing the smiling eyes and faces of others creates human connection and supports affinity-building. Because of the mirror neurons in our brains, images of smiling models produce more consumer joy and positive attitudes for the marketed product.*

*Berg, H., Söderlund, M., & Lindström, A. (2015). Spreading joy: Examining the effects of smiling models on consumer joy and attitudes. Journal of Consumer Marketing

Creating a great photo assignment

At ASU, there is action on and off campus every day. Our best photos show people in action pursuing a better life. Therefore, we will succeed by putting the photographer in the heart of the action.

• Hands-on activities in which participants will be engaged in a preplanned active workshop in which they are using their hands to build, move or rearrange materials (brainstorming, performing skits, building prototypes, investigating a new material).
• Leaders and groups in situations working with a team and the tools relevant to the area of research. If the research is not clearly visual, a posed portrait in which the photographer employs more creative approaches to lighting can bring the image to life.
• Group celebrations of academic or athletic achievements including graduation and athletic events are promising opportunities to capture many Sun Devils celebrating the rewards of their hard work.

Active exploration of a new place in which participants are clearly somewhere other than campus in which they are measuring, drawing, photographing or otherwise capturing the details of the place for their studies. Off-campus research trips, community projects, internships and study abroad trips all make for promising photos.

Below are examples of imagery with different color treatments. Keeping visuals in full color works best in our materials.

Below are examples of premier iconic brand images. Silhouettes allow viewers to envision themselves in any location. Our research consistently shows that audiences respond well to sunset and sunrise imagery, conveying new beginnings and optimism. Photos taken from a mountain or a roof give perspective and the feeling of being “on top of the world.” Arms in the air convey the sense of “victory."

Campus life photography includes clubs, athletic games, events and a range of other activities experienced at ASU. Imagery is positive and engaging, including characteristics outlined in the success category whenever possible.

Visuals that highlight students in a “victory” moment of learning are most often successful. Opportunities to document moments like this include working with a professor, demonstrating an invention, solving a challenge or interaction within a group. Positive takeaways are one-on-one interaction with professors and peers, happy and fun emotion, hands-on learning and innovative spaces.

Photos with crowds allow the viewer to imagine themselves being a part of the event. Maroon and gold apparel, Sparky and the pitchfork enhance the feeling of school pride.

These images should be natural and captured in the authentic moment. It is very difficult to stage these types of pictures and doing so is easily picked up by the viewer.

Commencement is the culmination and celebration of all the hard work learners have done to build toward their goals. It is an excellent opportunity to show success at a key moment in their life and is one of the highest affinity moments in an ASU grad’s journey. 

Capturing “victory” moments such as exuberant waves, handshakes, smiles, hugs, jumping and shouting for joy communicate the positive emotion students and their families feel at graduation. These images consistently test well with many different audiences.

Photos that show students, faculty and staff using new technology, innovative collaborative methods and group interaction in modern classrooms and cutting-edge research settings.

Whether we participate in a volunteer project or a community event, ASU is involved socially and we aim to capture these unique moments of outreach. Learn more about ASU’s social embeddedness.

Our campuses are in different locations, each with its own look and feel, but basic aspects can be captured no matter the location. It is important to show the beautiful aspects of our campuses to individuals who may never have set foot on our campuses, or even in the state of Arizona. Showing green grass, plants and flowers, water and the surrounding desert mountains when in bloom all showcase the unique aspects of our community.

When taking photos of campus architecture they should be modern and shown at a unique angle, such as a low perspective. Taking photos during the school year and when class changes are occurring provides authentic moments of vibrant campus activity and life while students are out walking and socially interacting.