Imagery

Imagery

The imagery we use to represent GMRE is a reflection of who we are. It is critical for our photography to be consistent with our brand and brand messaging. 

Our photography should embody our brand essence and communicate our capabilities and values while also highlighting the higher standards we deliver through our services.

Additionally, our photography should feel inviting, real, and showcase our ability to understand and relate to both the customer and the End-User. 

NOTE: All photographs, purchased or created as part of a photoshoot, must be approved by the GMRE Marketing Team prior to production, digital posting or delivery to external vendors.

Interactions

Brand

Goal: Capture and showcase how our services & capabilities are unique to our teams expertise, knowledge and skill. Guiding principles include:  

  • Subjects should be centered around top tier Operators interacting with our technology
  • Individuals or groups of people should feel ‘caught in the moment’ and unaware of the camera, as if the viewer is unobtrusively brought in to an intimate moment
  • Scenery should be utilized as a secondary focus and used to accent the product interaction
  • Scenery is meant to exist alongside product interactions to provide life and meaning to a group or collection of images that work together to visually represent a lifestyle
  • Avoid forced or heavily posed-looking expressions or actions

Composition

Goal: Bold use of open space allows for an inviting expression of optimism.

  • Use of negative space in the image moves the eye quickly to the main focus
  • Include negative space around the subject to allow for the placement of additional design elements such as typography
  • Note that rule of thirds or leading line compositions can be great ways to create open space
  • Highlight the subject and the activity, movement, connection they are experiencing by keeping composition simple.
  • Coordinate locations, backgrounds, and wardrobe to establish a visual simplicity
  • Simplify the scene rather than overusing shallow depth of field

Casting

Goal: Feature a wide range of people (age, race, gender, class, unit, branch, etc.) that reflect our broad audience around the world.

  • Subjects are not intended to look like professional models
  • Subjects are ideally real customers, Operators, end-users or company employees. Never imitate or re-create military personnel.
  • Dress, hair, and makeup should all feel authentic to the subject’s area and reflect the area’s diversity
  • Cast people with expressive and definitive personalities
  • All unit or team insignias must be blurred or unrecognizable

Locations

Goal: Capture our global presence and localized nature by zeroing in on colorful, simple, eye-catching locations.

  • Select locations for unique appearance, character, and feel—background colors are a plus. Yet locations do not need to be identifiable, and may seem familiar to people from a range of places (i.e. Arizona can look like Afghanistan, but Toronto shouldn’t look like a generic urbanscape)
  • Avoid including monuments that a tourist would pose in front of
  • Reflect connection to austere environments
  • Scenes should capture the least amount of elements to convey the story
  • Avoid cluttered or visually busy elements that distract from the product or service
  • Subjects should be engaging with their product or service, not just posing in front of it
  • Avoid end-users in commercial landscape, unless warranted by a specific story

Shot List

This is a rough breakdown of the types of shots that should be captured when creating a shot list for a shoot.

50% LIFESTYLE W/ PRODUCT

When product is included it should take up 20% or less of the space of the total composition.

20% Hero

Hero shots focus on the main person or product from the story and are shot in context, not in studio.

20% Textural

These are abstract images that supplement the overall story. The goal is to provide an alternative viewpoint to expand on the main story.

10% Lifestyle

We focus on the capabilities our customers gain with our services

Imagery Guidance

Things to avoid:

  • Shooting from extreme or unnatural angles - eye level is good
  • Blown out skies, hair, tree edges etc. - images need to hold tone on white
  • Cluttered and complex compositions that distract from the main hero
  • Harsh shadows or lighting on the subject, along with reflections and blur that complicate the photo
  • Forcing the talent to pose in unnatural ways, or express emotion that is not true to the narrative i.e. an end user should not be engaged with the photographer while performing job duties
Avoid shooting through foreground elements to force framing
Avoid static moments where people are unengaged with the product or service.
Avoid blown out areas so image holds an edge on white
Avoid direct end user engagement faces.
Avoid overly dramatic lighting and excessive lens flare.
Avoid team or unit insignias
Avoid distracting reflections
Avoid non product or service related images.

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