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H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               1 8

5    Photography
      style

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               1 9





PHOTOGRAPHY STYLE
Principles

Capturing the HSA Group brand
The HSA Group photography reflects the true sense of
how we are “Pushing the edge of possibility”. Whether
in portraiture, lifestyle or concept photography – all of
our compositions are striking, impactful, and reflect the
humanity that our organisation (and its people) represent.

Hero photography should celebrate the life of real
people in real situations. We focus on people and
their emotions as the hero without using cliché
product placement. Each picture should feel
like an invitation to draw you into the story.


       1. How we tell a story            4. Products
     2. Framing the story              5. Colours
     3. The people in the story        6. A global style

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 0





PHOTOGRAPHY STYLE
Principles





                                             1. How we tell a story                                       2. Framing the story

                          The best images invite our audience to fill          We capture real life to give us an edge and
                                    in the gaps. We want our images to tell a                  differentiate. Get personal and convey
                                   story. We want them to capture moments              the emotion. Make it intimate and dive in.
                                    in life as it happens, as if you were there.             Each picture should feel like an invitation
                         By focusing on people and their emotions,              to draw you into the story.
                             our photography feels natural.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                   2 1





PHOTOGRAPHY STYLE
Principles





                                  3. The people in the story                                4. Products

                    We want our audience to relate to the                 Product imagery should always be shown
                              subjects in our images, not be intimidated                 in a way that indicates recent interaction
                          by their unattainable standards. So, we are             with the consumer. These products should
                              looking for real people. Authenticity is key,           be photographed in a real environment and
                           as long as you feel energy, character and life.          not be over-styled. There should be a strong
                                                                                focus point that draws you into the image.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 2





PHOTOGRAPHY STYLE
Principles





                                   5. Colours                                                   6. A global style

                                            It’s not about the colours we use, it’s about              Flash or no flash. Stock or shoot. Product or
                                 real life. Colourful, rich and intense.                    people. Every image we use should have a
                                              If it is there, make it pop. We can use black               distinct HSA Group feeling.
                        and white to add contrast into imagery,
                              expressing trust and confidence.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 3





OVERVIEW PHOTOGRAPHY
Global leader
Showing a world
of possibilities





Depth of field.
Dynamic and energised.
Always in motion.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 4





OVERVIEW PHOTOGRAPHY
Lifestyle
Hard-working
people in action





Depth of field.
Focus on subject matter.


Production





White-lit imagery either
by sunlight or studio lighting.
Focus on subject matter.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 5





OVERVIEW PHOTOGRAPHY
Portraits
Comms





Portraits should allow the personality
of each individual to shine through.
Tight crop on facial expressions.


Portraits
C-suite





High contrast black and white imagery.
Trustworthy and confident.

H SA G RO U P B R A N D A N D ST Y L E G U I D E                                                                                                                                                                                                                                                                                                                                  2 6





PHOTOGRAPHY STYLE
Photography tips
                                                                                                         Lighting                               Retouching
                      When selecting photography,
                                                                                         Use vibrant natural lighting                         If retouching is required use a
                         remember:
                                                                                                           to create inviting images.                     light hand. Keep the appearance

                                                                                                 Avoid staging images.                   as close to natural as possible.
                                    • Select images that feel inclusive,
                                                                                                       Don’t use too much contrast (e.g washed-  When enhancing images, don’t
                                 optimistic and energised.
                                                                                                    out backgrounds, black/dark tones).       over-retouch with heavy filters
                                    • Images should demonstrate                                                     and too much sharpening or blurring.
                              the positive effect HSA Group                   Cast                                     Don’t over-doctor skin, hair or
                            has on people’s lives and the                    Our cast is as global as our brand.           clothing. Naturally occurring
                            community.                                       Use a variety of ages, genders, and         imperfections will add humanity.
                                                                                                                          ethnicities. Models should be natural,
                                    • Consider photography which
                                                                                                    not overly made-up or posed.            Type over photography
                                   reflects our global community.
                                                                                                            When layouts include the use
                                    • Scenes should feel captured,                    Cropping                                  of typography over photography,
                              not depicted.                                       Create focal points by zooming             carefully consider imagery that
                                                                                                    out to reveal a scene or zooming           allows legibility.

                                                                                                                             in to capture more detail.