Real people caught in a real moment

Our photography style is both uplifting and down-to-earth. It’s relatable and empathetic, but never over the top. We strive for a candid, photojournalistic feel. Avoid photos that appear staged. Above all, it’s real.

Know your audience

Consider where the photo will be seen and what the viewer is likely feeling. What state of health or frame of mind are they in? How will that affect the way they perceive the photo?

When choosing a photo, ask yourself:

  • What’s the story of this moment?
  • Can you imagine what happens next?
  • Is this situation believable?
  • Is it portrayed in a unique way?
  • Will it resonate with our audience?
  • Does it represent a diverse audience?
  • Does it represent our geographic home?

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