Photography
Home Trust’s brand identity relies on the use of authentic photography featuring everyday settings to demonstrate how Home Trust’s support can have a positive impact in our customers’ lives. Photography selections should always be engaging, inspiring and eye-catching and emphasize the importance of storytelling.
Creative guidelines
Real people – People play a key role in defining the subject matter. Through our imagery, we share moments that connect emotionally with the audience and invites them on a journey.
Natural and spontaneous – Our photography style focuses on natural settings, not posed or staged shots, and we use natural light whenever possible.
Accent of blue – Each Home Trust photo has an accent of blue to represent the company’s visual identity through color.
Technical guidelines
Exposure – Natural and bright light, a sense of space. Natural window light or bounced flash.
Colours – Colour-Balance should be neutral with an accent of Blue in the foreground of the photo (clothing or objects). Use lighter tones of PMS 540
Composition – There should be a strong point of focus, generous free space, unexpected angles. Consider placing the subject(s) off-center.
Depth – Shallow depth of field, blurred background and/or foreground
Before using imagery in a marketing piece or presentation, use this checklist to ensure it adheres
to brand guidelines:
- Does it show real people in a real scenario?
- Is the setting a natural one?
- Is there an accent of blue?
- Is the lighting natural, of if flash is used, is it bounced?
- Is there a strong point of focus with generous free space?
- Is there a shallow depth of field?
- Does the image focus on human connections and relationships?
- Is it a colour image without an artistic filter?
- Is the subject looking at something other than the camera?
