Photography style
Campaign photography
Our campaign style for students depicts real University of Hertfordshire students looking confidently at the camera.
Each student is set against a colourful graduated background. The colour is an integral part of the imagery as the bright brand colour gradients accentuate the energy in the ‘Powering Potential’ message.
The crops of the imagery are key to the style. By always cropping from the waist up you ensure the image has a stronger focus and creates a personal connection with the student. The crops also suggest a boldness from the students - they are not afraid to show their personality.
The images should always use real students and it is important to consider diversity in your imagery selections, reflecting our diverse and colourful community.
When choosing your imagery, always ask yourself – does it fit with our proposition: Powering Potential?




Style must haves |
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Briefing your photographer |
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Alignment to brand personality |
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Usage |
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Know your audience | It is important when talking to different student audiences to try and appeal to them directly. We have four main types of student audience (undergraduate, postgraduate, current students and alumni) for which we create collateral. So when designing or commissioning your imagery, make sure you know exactly who you are trying to engage. The differences are in the age and style of the people, and the background colours used. This creates a consistent look and feel across the brand, yet allows us to tailor communications to different student groups:
See our Colour page for more information. |
Constructing campaign photography
Our campaign photography should be constructed with the below in mind:

Step 1: Source image using above guidance

Step 2: Cut out your imagery

Step 3: Add background colour and shadow
Things to avoid

Do not use backgrounds other than those within the audience colour pallete

Do not use a similar colour background to the students' clothes

Do not use images of students who look negative

Do not use images where students are not looking at the camera

Do not cut the subject out poorly. You want it to appear as if they are standing in front of a naturally lit backdrop

Do not use colours for the background that are not approved in the campaigns colour palette
Our students and staff
Our leading photographic style depicts real University of Hertfordshire students and staff hard at work and play in recognisable, modern and open environments.
Although the subject is looking at the camera, the image should still have an authentic, realistic feel to it. These images must feel true to life and not staged – as if you have just popped into their classroom or workspace to see what they are doing that day. These background environments should give context to the subjects’ interests, course or role at the University, and have the dual purpose of showcasing our beautiful campus and facilities.
The images should always use real students and colleagues and it is important to consider diversity in your imagery selections, reflecting our diverse and colourful community.




Style must haves |
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Briefing your photographer |
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Alignment to brand personality |
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Usage |
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Dos and dont's

Do not use close crops with little background as this will mean adding the wave will be difficult

Do not use coloured backgrounds as the staff images with get confused with the student style

Do not use images of people who look negative

Do not take or use flat images with little perspective or depth of field

Do not use contrived scenes, always use natural reportage style
Life at Herts
We recognise that it is not possible for every image to be treated as a hero image – there is a need for other types of supporting imagery to be used to showcase teaching, events, research, accommodation, represent testimonials and illustrate information. These types of images can all be used – just not for high level brand communications.
These must feel true to life and not staged. Reportage style, representing real life at Herts.




Briefing your photographer |
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Alignment to brand personality |
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Usage |
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Know your audience | Your target audiences should always be reflected in your image choices. For example, when talking about facilities to student audiences, your images should include students at work in the spaces, but promoting facilities for hire, images might show how our spaces are adaptable for business needs. |
Related Guidance
Get in touch
If you have any questions please contact a member of the team:
Contact | |
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Studio team, Marketing and Communications | studio@herts.ac.uk |
Jak Kimsey, Head of Digital and Creative Experience (he/him) | j.kimsey1@herts.ac.uk |
Marketing and Communications Business Support | marketinguh@herts.ac.uk |