1. DEVELOPING A CLEAR VISION
The first thing you want to do is to start with your vision. What is the image of the organization that you want to present? What is the message you’re trying to convey? These are important questions that will help form the vision of your photos. Ideally, you want to compile a list of the things you’re going for as that will give me a clear idea of the direction we’ll want to move in.
Some concepts you may want to capture include ideas like being the approachable authority in your industry. Or perhaps within your teams you take your work seriously but have fun doing it and that translates into results. Maybe you want to ensure that the photos reflect equality as opposed to hierarchy. Sure, these are ideas that do not specifically tell us what to shoot but we know what kinds of expressions and model interactions to focus on while shooting.
The next thing to start thinking about is the context of the photos. Are they going to be used for the corporations’ website? In print collateral? Will the photos be used strictly for a social media campaign? The context is very important as it will determine how we layout and frame the image. Is there going to be a narrow banner or slider that we need to fill on the home page and interior pages of the website? Are the headshots going to be cropped as as portrait style, meaning verticals or landscapes meaning horizontals? These are just a few considerations we’ll need to cover.
2. MAPPING OUT THE PLAN
Remember that your vision is there to guide your ideas. Research your competitors, industry and marketplace. Look for photos that are in line with what you’re trying to convey so that you can use that as inspiration. Note what elements you like about these photos then let’s figure out how we can take all these elements and integrate them into your corporate campaign.
I always like to meet onsite prior to doing corporate lifestyle projects so that we can go over the concepts and visuals together in order to map out a plan. It helps to scout the location, find the best places to stage the scenes and create a schedule for our shoot days. As many companies use their own staff as opposed to paid models in their rebranding campaigns and website photography, it’s also a great idea to be able to meet onsite to talk with the employees and lay out the groups that will best illustrate the vision you’re going for. I also will be sure to share a link to information that can be passed along to the employees and leadership team that will be featured in the photos, offering some tips on how to prepare themselves for the day. The prep material includes advice on what to wear, wardrobe patterns to avoid, complimentary color palettes and hair/make-up tips.