Photography

Photography
 Principles

Whether shooting people, products or lifestyle imagery, we use the following principles to keep consistency and bring the Redcare feeling to life through every image.

Photography
Content

There are a lot of topics to cover in the world of pharmacy, so our range of photography styles captures them while maintaining the Redcare spirit and tone.

Hero Portraits

We start everything with people, so for key brand moments, we hero our customers. We focus on each customer with authentic shots that exude optimism and confidence.

Hero Portraits 
 Portraits

Warm
 Shoot outside in warm, bright, natural light. Capture a diverse range of real, relatable people of all ages.

Optimistic
 Individuals have a confident, natural stance, always looking upwards in an optimistic way.

Focused
 Crop in closely and frame them in the center of the shot. Keep backgrounds uncluttered. Use depth of field to create focus.

Using stock
Hero Portraits

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Using stock
Hero Portraits

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Example Editing guide Things to avoid

Hero Portraits 
Example use

Our Hero Portraits are mainly used for big brand-led communications where we put our customers front
and centre.

Lifestyle

When we need to talk about more specific parts of life, we use our lifestyle photography. We capture snapshots of our customers’ lives with clear, confident and warm imagery.

Examples  Lifestyle

Warm Capture real moments in people’s lives, in the context of their home, not a studio. Use warm, natural light wherever possible.

Optimistic These snapshot moments should feel unposed and authentic. Use warm tones and pops of colour where necessary.

Focused Have a clear focal point within the image, and avoid cluttered backgrounds. Use depth of field to create focus.

Using stock
Lifestyle

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Using stock
Lifestyle

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Example Editing guide Things to avoid

Lifestyle 
Example use

We use our lifestyle imagery in more specific comms such as for articles or instagram posts. We never use them for big brand comms.

Pharmacy Topics

When we need to talk about specific medical or pharmacy topics, we focus in on the details. We use close crops that have a clear focus and are explicit about the topic being conveyed. These shots are still warm with bright natural lighting.

Examples 
Pharmacy Topics

Warm
Although dealing with medical topics, these images should still use warm, natural light. Shoot in context, rather than a studio.

Optimistic 
We show moments of process, improvement, or success. We’re aiming to make people feel safe and confident.

Focused 
We crop in closely to the topic we’re highlighting. Use depth of field to create clear focus and remove clutter.

Using stock
Pharmacy Topics

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Using stock
Pharmacy Topics

In cases where a shoot isn't possible, we can use stock imagery. Use the following guidance to make sure stock photography feels part of the brand.

Example Editing guide Things to avoid

Example use
Pharmacy Topics

This imagery is most useful when highlighting specific health topics, such as informative articles.

Products

We have a flexible photography style for products that range from warmer hero products to cleaner functional moments.

Examples 
Products

For special products in brand comms or product banners, we shoot in a studio. We use warm neutral backgrounds in the tones of our brand palette.

We're explicit and helpful, breaking down the products to show what’s inside. We keep shots simple, never overcomplicating with props.

In Use

Examples 
Products

For special products in brand comms or product banners, we shoot in a studio. We use warm neutral backgrounds in the tones of our brand palette.

We're explicit and helpful, breaking down the products to show what’s inside. We keep shots simple, never overcomplicating with props.

In Use

Examples 
Products

We can be even more helpful and show our hero products in use. We do this with well-lit imagery, using warm tones and backgrounds within our colour palette.

In Use

In Use

Examples
 Products

When using supplied product pngs, we hero them for brand comms or special product features on our brand coloured backgrounds (never on yellow or red).

Special In use Hero Functional

In motion

We can bring in images or transition between them using our distinctly Redcare animation style.

Photography
 In motion

We bring in images on an optimistic angle, from bottom left to top right. The motion is dynamic but gentle, never moving too suddenly.

Photography
 In motion

We bring in images on an optimistic angle, from bottom left to top right. The motion is dynamic but gentle, never moving too suddenly.

Example Breakdown

For Employees

We celebrate our employees by taking portrait shots of them and heroing them in our internal communications. Confident, warm and welcoming, they speak the same photographic language as the rest of the brand.

Our employees

We can use our employee imagery to give a face to our internal brand and celebrate our people. From internal posters, to the hiring testimonials page, the images convey the warmth and welcoming nature of Redcare.

Photography 
Employees

Warm 
Shoot in warm, natural light, outside  where possible. Capture a diverse range  of employees.

Optimistic 
Employees have a confident, natural stance. They look forwards, away from the camera, like the optimistic stance of our brand portraits.

Focused 
Crop closely and frame subjects in the centre of the shot. Keep backgrounds uncluttered,  and use depth of field to create focus.

Office life

When we need to talk about life in the office, our different departments or recruitment we use the following office life photography. Using the same principles as our brand lifestyle imagery, we capture natural snapshots of work behind the scenes.