During the process of rebranding for McGraw Hill, a significant challenge emerged: "There are times when we need a quick photo that generally embodies our new brand message of authenticity and inclusivity. Stock images often appear overused, overly staged, and impersonal. How can we better discern the small details that make a stock photo feel less staged and more authentic?" While we worked on redefining McGraw Hill's photography style and overall art direction, we also had the opportunity to create a decision tree specifically addressing this issue.
We conducted a reverse search on stock images to understand what was available and how we could identify more authentic shots. Gradually, we were able to pinpoint three key factors: first, having a photograph with natural colors and lighting, as opposed to overly retouched images; second, ensuring a clear focal point and composition; and finally, capturing authentic facial expressions.
This framework significantly aided in instructing and guiding McGraw Hill's extensive marketing team in choosing better photography and acquiring basic photography principles that could be applied to various situations.
With this in mind, we were able to develop a more comprehensive set of guidelines, which you can explore below.
To learn more about the design phase of this project please visit my McGraw Hill Education case study page.