The world sees us through our photographs. The way they’re composed, cropped, lit and styled determines how well the public recognizes and relates to our brand. The images in this section are examples of the kind of qualities our photography should have.
To convey the advanced nature of our work, use professional photography. The images should resonate with humanity and warmth. Even if people are not in the shot, the subject should have a human context. Show people with natural expressions, and let the subjects convey our commitment to health care and our optimism about the future. Use unusual points of view and interesting cropping to create dynamic compositions.
If these are the technical aspects of our photographs, their soul is reflected with light. Allow light to play a role in the images. Whether it’s light coming through a window, illuminating someone’s face, bathing the background or pulling the viewer into the scene, light is the visual metaphor for our bright future. Let your photographs suggest that light is guiding us toward new discoveries, illuminating the way toward better health in a better world.