photography guidelines 2014

PhotographyGuidelinesWorldwide reach Human touch

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Contents

page 02

Building our brand, one picture at a time

Understanding and ideally combining images Rational and Emotional impact

Brand Imagery Evaluation Filters

Emphasis on Rational: Logistics, Remoteness, Expertise

Emphasis on Emotional: Human touch, Care, Protection

Emphasis on both Rational and Emotional Attributes

Strength on both Rational and Emotional Attributes

Be demanding on aesthetics and content values

Do not compromise on image quality

Show the realities of our global business and people

Image Dos and Donts

Evacuations

Assistance Centres

Prevention and Security

Clinics

Medical

Remote Sites and Community Health

Location and Content

Technology

Illustrations of Donts and other photographic mistakes

A. Poor picture quality

B. Boring or uninvolving scenes

C. Unappropriate medical care illustrations

Contact

International SOS Photography Guidelines

Photography is a critical element of both short-term information, story-telling and long-term brand building.

Each image used in our print or online publications should be considered as both a visual illustration of the depicted project, service or activity, and as an element contributing to the overall perception of our brand.

Therefore, when selecting or producing a photograph, it is important to consider its quality and relevance on both levels, and whenever possible to match the project illustration objectives with the reinforcement of our desired brand attributes.


page 03

International SOS Photography Guidelines02

Through the illustration of our geographical footprint, operations, people, services and products, any selected image should ideally:

Reflect one or several of our four brand values:

Build on our brand attributes:High quality, recognised experts, global presence and scale, innovation, intelligence and breadth of services.

Enrich our brand personality:Passionate, caring, human, compassionate, responsive, courageous, smart, partnering, entrepreneurial, pioneering, professional, successful and ambitious.

Contribute to one or both promises of our tagline:

Worldwide reach Human touch

PASSION EXPERTISE

RESPECT CARE


page 04


Beyond the relevance to the illustrated project, photography has a stronger impact if it manages to be graphically qualitative, interesting in substance and/or emotional. It should address the Eye, Head and Heart of the viewer, as a professional target and a human individual.

The most powerful images reach on both rational and emotional levels. Our images should be strong at least on one or the other dimension, but the best ones can work on both, as per the examples over the next few pages.


page 05


Expertise

Rational Emotional

Services Empathy

Worldwide reach Human touch

Passion

Respect Care


page 06

Brand Imagery Evaluation Filters

Photography


Expertise

Photography

Worldwide reach

Passion

Respect Care

Rational Emotional

Services Empathy


page 07

Emphasis on Rational: Logistics, Remoteness, Expertise


Expertise

Photography

Passion

Respect Care

Rational Emotional

Services Empathy


page 08

Emphasis on Emotional: Human touch, Care, Protection


Expertise

Photography

Passion

Respect Care

Rational Emotional

Services Empathy


page 09

Emphasis on both Rational and Emotional Attributes


Expertise

Photography

Passion

Respect Care

Rational Emotional

Services Empathy


page 10

Strength on both Rational and Emotional Attributes


From a graphic standpoint, it is important for our imagery to be of a high standard. Today, everyone can take good quality and high resolution pictures with professional cameras or even smartphones, but International SOS photography, whether generated in the field by employees or by commissioned professional photographers, should respect high quality standards to reflect our brand attributes.

We aim to be associated with professionalism and expertise, and its visual representation needs to project the same level of excellence.

Favour balanced, graphic, or close-up image composition

Prefer bright and natural lighting Avoid (or correct) excessive blue or yellow indoor light and unnatural contrasts usually caused by flash use

Use sharp images No blur except when relevant for action scenes or subject dynamics, or when theres deliberate focused vs. unfocused depth-of-field contrast to isolate subject

Provide enough resolution for diverse media usages (online and offline/print) Generally a digital file above 1MB is required for small print usages. 4MB to 6MB jpeg high resolutions are preferable to support all media. They can be downsized for online usage

Be demanding on aesthetics and content values.Do not compromise on image quality

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We are experts in the prevention and handling of medical and travel security risks and dealing with the everyday associated issues of our clients. Our image is therefore anchored around our ability to manage difficult real life situations and human interactions on a global scale.

Our credibility stems from genuine illustrations of character, expertise, humanity and use of technology, not from imaginary, symbolic or fake representation of our activities or those of our clients. We therefore need our imagery to be as close to reality as possible (taking into account legal, property and ethical constraints), in order to demonstrate the effectiveness of our action.

Use images with rational and/or emotional substance or impact

Diverse geography, ethnicity, gender, age of personnel and customers

Show real people, real situations, whenever possible

Only use stock imagery to illustrate our core services and activities when you have determined that no relevant company -owned images are suitable or available

However, stock imagery is a good option for illustrations that are out of scope of our core activities or too costly to produce, such as conceptual images, travel destinations and customer lifestyles

Be demanding on aesthetics and content values.Show the realities of our global business and people

page 12


Dont

8 Look staged and contrived

8 Be too far from action, except to include planes or important background (eg. airport, oilrigs)

8 Be static

8 Emphasise equipment over people

8 Show patient in gruesome condition

Imagery Dos and DontsEvacuations

Important Reminder:

If you have commissioned a photo shoot, please remember to get a model release contract, which should be signed by all who appear in the pictures, be it participating employees or external models. A copy of the contract can be obtained from the Marketing Hub platform.


Do Be as true and close to the action as possible

Feature the activity and effort that goes into the operation both on and behind the scenes

Be comprehensive in scenario, employees and equipment, even for a mock evacuation

Show interaction between patient and medical employees, and the patient and doctors faces to communicate emotion and engagement

Look for action and movement shots

Put medical gloves on employees handling or treating patient

Dont

8 Use overdramatic and tense images

8 Suggest casualness and lack of engagement

8 Show technology equipment on its own, without personnel

8 Show outdated IT equipment (boxy screens, BlackBerrys old computers, etc)

Imagery Dos and DontsAssistance Centres

page 14


Show operators and doctors focused on solving caller/customer issues

Show them smiling or concentrated in a reassuring way

Show diversity of employees to illustrate the global nature of our operations

Mix high tech equipment with human presence

Use modern and tidy background

Show collaboration between operators and Assistance Centre supervisors or doctors

Important Reminder:


Do

Dont

8 Show clinic building without International SOS branding

8 Show a cold or poorly maintained environment

8 Show patient or doctor in an overly concerned manner

8 Use images without interaction between employees and patient or employees engagement

Imagery Dos and DontsPrevention and Security

page 15


Important Reminder:


Show employees engaged in interactive prevention planning

Project experience and expertise

Incorporate details suggesting geographical/travel concerns

Use IT room equipment to show state-of-the art global communication reach

Do

Dont

8 Suggest casualness or lack of focus

8 Show dark rooms or ambiances

Imagery Dos and DontsClinics

page 16


Important Reminder:


Show the clinic in action or being used by employees or patients

Focus on the more attractive and modern part of the clinic

When showing treatment, focus on the caring aspect of the interaction rather than the actual treatment

Represent the treatment in a warm and reassuring way

Show a modern, clean and tidy environment

Show suitable company signage/branding on the exterior

Do

Dont

8 Show clinic building without International SOS branding

8 Show a cold or poorly maintained environment

8 Show patient or doctor in an overly concerned manner

8 Use images without interaction between employee and patient or employee engagement

Imagery Dos and DontsMedical

When featuring medical employees at work, it is important to get across the teamwork and commitment involved in their activities, at all levels of the treatment chain, from clinic reception to actual care.

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Show medical employees working closely together and interacting in a caring way with the patients

Use visual clues like medical equipment to tell the story, rather than showing a large medical environment

When showing treatment put the emphasis on the caring aspect of the interaction

Ensure medical employees are appropriately equipped, dressed, and wearing gloves if providing treatments

Consult a nurse/doctor to make sure that the medical equipment is being correctly used

Important Reminder:


Do

Dont

8 Show no interaction

8 Put physical and emotional distance between workers and patients

8 Show anonymous unbranded employees

8 Use large image crop around subjects

Imagery Dos and DontsRemote Sites and Community Health

When showing shots of our employees in the field, it is important to communicate the caring nature of their activities and integration within the community.

page 18


Important Reminder:


Do Show them interacting with patients, either through examination or conversation

Show their faces and the faces of those who are helping, preferably smiling

Prefer close-ups and facial expressions over large framing

Try to include our brand as a sign or badge

Focus on the caring and not the actual problem

Dont

8 Use boring location or scenery images

8 Be over-stylish or polished. Prefer reportage and editorial feel to a glamorous creative look

8 Use images that are for decorum and not relevant to the professional risks or travels of our clients

Imagery Dos and DontsLocation and Content

page 19


Use images that clearly and qualitatively identify the reality of place/country/landscape

Preferably include human element (not necessarily identifiable) to characterise the environment

Adopt the right framing to clearly identify location or type of activity site. Too close might not be clear and too wide unspecific

Whenever possible use company-owned images, but stock imagery can provide an easier and more professional looking option in the case of travel and geography illustration

Important Reminder:


Do

Dont

8 Show high-tech equipment for the sake of technology, without human presence or usage

Imagery Dos and DontsTechnology

State-of-the-art communication technology is an important element of our credibility as a global assistance services company. But it should not be overshadowing the human touch aspect of our business, and should always be put into its usage and service context.

page 20


Important Reminder:


Do Show technology being used by our employees or in the background of their

day-to-day work

Ensure the people using technology look like real people in real situations, making a natural use of the equipment

If the technology dominates the image it can be played down by throwing it out of focus

Illustrations of Donts and other photographic mistakesA. Poor picture quality

01 02 03

A. Poor picture quality

01. Under-exposed or dark indoor images

02. Unfocused (blurry) or poorly flashed (shadow)

03. Yellow lighting, over-saturation, or flashy colours

page 21


Illustrations of Donts and other photographic mistakesB. Boring or uninvolving scenes

01 02 03


01. Subject too far (often involving wide angle lens)

02. Over-staged (unrealistic) or contrived (unnatural) scenes

03. People photographed from back or uninteresting angle

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Illustrations of Donts and other photographic mistakesB. Boring or uninvolving scenes

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04. Premises, technology or medical equipment without human presence

05. Lack of involved interaction between doctor and patient or employees

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Illustrations of Donts and other photographic mistakesC. Unappropriate medical care illustrations

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C. Unappropriate medical care illustrations

01. Revealing patient details (identity, treatment date/ location) without clearance

02. Appearance of confusion

03. Patient left unnatended or exposed

page 24


Contact

page 25

If you have any questions about our guidelines, or are unsure about any photography that you may wish to use, please get in touch:

Anita Lynch Group Brand Manager International SOS

T: +44 (0)20 8762 8488 M: +44 (0)7408 875 651 E: [email protected]


photography guidelines 2014

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