VISUAL ASSETS CHECKLIST
Is your photography letting your brand down? Are you struggling with drawing attention to your brand through visual communication?
Increasingly marketing teams in forward thinking brands are being supported with special visual marketing sub-teams. This is how seriously they take content creation. Don’t get stuck behind. With this checklist you can become a content powerhouse, too.
Lifestyle shots are important communicators of the lifestyle customers can relate to. It also shows off the product as one of the key elements / tools of that lifestyle.
Example: model shots on location or in studio, theme based interior shots
Product images usually on white background are important for communicating features and design. Apart from having them taken for product pages on your website, they are also useful for pitching to press for product placement and news features.
Format: white background as jpeg file, transparent background saved as .png file.
3. STILL LIFE & FLATLAYS
Flatlays are great for communicating the product characteristics.
They can also help to support your brand story in terms of how products can work together with other items or in lifestyle settings.
Example: fashion outfit flatlays, shelf styling, attract storytelling
4. ART COLLAGES, ILLUSTRATIONS, INFOGRAPHICS
To communicate and educate customers effectively and quickly on the quality and characteristics of materials as well as brand values, icons, illustrations and infographics can be helpful tools to achieve that.
Example: manufacturing process infographic, art-led posters featuring one hero product.
5. MOOD IMAGERY
Mood imagery is a supporting element in your brand storytelling. It should communicate what your brand is about and its personality without featuring products or any reference to your offering. Ideas for mood images are: nature, materials, architecture, art, interiors, travel and colour palette which is in sync with your brand identity (your colour scheme). Start collecting your images by capturing anything suitable even on your smart phone with the intention of using them mainly, but not exclusively, on social media and for online and content marketing.
6. FOUNDER IMAGES
If the founder is the face of the brand, it is important to have suitable and relevant imagery on hand. These visuals should be distributed through all key marketing and communication touchpoints, so bear this in mind when taking photos. You can have more professional sets of images for marketing touchpoints such as website and for press and more casual images which are more relaxed and “human” for social media and content marketing.
Focus can be on capturing:
1. Design process – with things that inspire you (e.g. books, nature, patterns, history)
2. Walks in nature or town
3. Downtime – selfcare, wellbeing (walk the talk and lead by example)
Formats: photo and video
Craftsmanship and behind the scenes images can add an extra visual communication to your messaging to better communicate the product stories.
These can be:
1. Artisan at work creating the product (faces behind the process). This imagery needs to be taken from distance to capture the atmosphere.
2. Artisan close ups – focus on hands, materials, threads, machinery.
3. Materials only – focus on raw materials, the process from design to production.
Formats: photo and video