Photography

Glanbia’s photography is chosen with the customer in mind. Photos should feel warm and welcoming, the goal should be to provide an emotional connection with the viewer.

Brand expression in photography

• Interactions - Friendly and engaging
• Compositions - Inclusive to the viewer
• Casting - Diverse and relatable
• Lighting and color - Warm and welcoming
• Locations - Similar to Glanbia Nutritionals settings

Interactions

Goal: Make the viewer feel like they are part of the conversations and interactions in each photo.

• Groups of people talking or someone completing an action should feel as if the viewer could be there as well
• If the people are interacting with something, make sure it is an item that could be in a Nutritionals facility
• Include a sense of community, avoid people in photos feeling excluded or left out of the conversation
• Avoid activities that look staged, try to capture a natural-looking moment
• Photos should relate to the subject matter of the ad or text it is placed with
• Friendly and engaging

Composition

Goal: Point of view and placement of people/objects should make the viewer feel like they’re part of the group.

• Create a focal point by emphasizing one person or thing
• With products, be sure the background is simple, avoid too many textures, and attempt to use lighter or natural yellow-toned wood backgrounds
• Photos should be taken from close distances to make the viewer feel as if they are there
• Avoid bold colors that draw attention away from the subject of the image
• Colors used should complement each other, making sure one item or person’s clothing doesn’t stand out
• Avoid un-natural poses or staged settings.
• Open and welcoming

Casting

Goal: The viewer should be able to place themselves in the setting, so people should resemble those they would see in their day-to-day life.

• People in photos should be wearing business-casual, sanitary, or athletic clothes depending on the setting
• People should look as normal as possible, not overly staged with make-up and lighting or beautiful models
• Include diversity in gender and ethnicity when choosing models
• Clothing should be semi-formal free of distracting patterns
• Use models with friendly expressions that make the viewer eager to work with Glanbia Nutritionals
• Diverse and relatable

Lighting & Color

Goal: Create an inviting setting using warm light while tying the images to Glanbia’s brand by using Brand colors.

• Lighting should be warm-toned
• If there is a lens flare, be sure it isn’t obscuring the subject’s face
• If an image is cool add warmth with photo editing software, this should be yellow or orange toned
• Colors should resemble Glanbia’s main brand colors.
• Avoid clothing items that stand out too much (for example, if a headband is too bright, tone it down)
• Warm with a subtle glow

Locations

Goal: The location should resemble a Glanbia Nutritionals facility if possible. This might include an office, lab, factory, or field.

• When using stock photos, be sure to include settings that look like they could be a Glanbia Nutritionals facility
• Other settings, such as parks, homes, and gyms should include a similar warm atmosphere to the rest of Glanbia Nutritionals photos
• All photos should be set during the day, to emphasize warmth and Glanbia’s horizon element if applied
• Avoid busy settings
• Remove any unnecessary props that distract from images
• Clean and Professional

Product & Food

Food photography should be distinctive and rely on style rather than use of the Energy Horizon. It should communicate that Glanbia Nutritionals specializes in the art of nutrition through clever and pure ingredients.

Food products should be styled to look extremely appetizing and natural. They setting should be illuminated with a warm light without the heavy hand of photo retouching. The use of ingredients and a little bit of a mess is encouraged while finished food product should be avoided as well as packaging or other branded material.

The angle should be from above or from the side.

Energy Horizon

The Energy Horizon provides an elegant way to reinforce the "We're built around you. Just add Glanbia." brand slogan. It should be utilized sparingly, never complex or distracting, and never forced into the composition. The Energy Horizon plays a tertiary role in the design, primarily used as an embracing background component. Care should be taken when choosing images for the Energy Horizon layout.

• The center point of focus should be on the left side of the composition
• At least 2/3 of the person of focus is recommended to avoid odd collisions with the person and Energy Horizon
• The person should be easily removed from the background
• Backgrounds should be blurred and free of distracting objects and colors

For more on the construction and application of the Energy Horizon, see the Composition section of this guide.

Shot List

When directing a photo shoot for Glanbia Nutritionals, attempt to shoot a variation of shots similar to the following list.

Hero 20%

Hero shots focus on the main person or product from the story and are shot in context, not in studio.

Lifestyle 50%

We focus on the opportunities and the connections people make, instead of showcasing the literal journey from point A to B.

Lifestyle w/ product 10%

When product is included it should take up 20% or less of the space of the total composition.

Textural 20%

These are abstract images that supplement the overall story. The goal is to provide an alternative viewpoint to expand on the main story.

Guidance

Things to avoid:

• Images shot from far away, these shots exclude the viewer
• Cold-toned photos
• Items taking up the foreground
• Dark settings, or darker backgrounds
• Aggressive expressions or intimidating models
• Forced poses or expressions
• Obviously staged settings
• Excessive lens flare
• Dramatic lighting
• Vivid colors, such as neon colors
• Labels on products
• Perfect looking products or extremely neat placement of products.

Key takeaways

• Make the viewer feel welcome
• Invite the viewer into the composition
• Use models that the viewer can relate to