Brand Handbook
Brand Photography
Brand Strategy
Messaging
Brand Identity
Brand Photography
Design Elements
Marketing Assets
Best Practices

Using photos to reinforce the brand promises

Principles
Photos used in Academy marketing should adhere to the following guidelines:

1. Photos should authentically represent the countries where the Academy operates. Our aim is to showcase the genuine international participants that The Academy assists, rather than presenting "generic" entrepreneurship.

2. Bearing this in mind, ensure diversity and representation when using multiple photos in a layout. The Academy operates worldwide, serving men and women from diverse racial and ethnic backgrounds. Our images should reflect this.

3. Although the Academy helps in impoverished areas of the world, photos should convey positivity, displaying circumstances where effort and education are fostering order, prosperity, and optimism. Avoid images that cast the countries or participants of the Academy's programs in a negative light. We are not seeking empathy through photos that depict tragedy or pain.

4. However, in contrast to Principle 3, we should not confine our photos to overly idealistic or prosperous scenes. Refrain from showcasing only young and attractive participants or volunteers. Instead, aim to reveal the beauty and divinity in each individual. Subjects should wear attire appropriate for their circumstances, without the need for suits, dresses, or other professional clothing. Pursue authentic, uplifting imagery.

5. Strike a balance between candid and portrait photography (refer to the examples below). Subjects should not appear overly posed. Capture moments of concentration, collaboration, and happiness. Most images should feature individuals enjoying their work, immersed in learning, or smiling with joy.

6. Make sure the photo is well lit with natural light. Avoid photos with strong shadows, harsh indoor lighting, or flash photography. Photos with a shallow depth of field, which causes the background to blur — a photographic technique called 'bokeh' — look especially professional and pleasing. Be selective in choosing stock photography or in taking pictures. Take lots of photos and select the best ones from the series for use.

7. Refrain from using isolated studio photos, i.e., images of people against a pure background (usually white). These can appear overly staged.

8. Ensure high-resolution images: To maintain a professional appearance, always use high-quality, high-resolution photos. Avoid using pixelated or blurry images, which can negatively impact the brand image.

9. Obtain proper permissions: Make sure you have the necessary permissions or licenses for any images used in marketing materials, especially when using stock photos or photos featuring recognizable people.
Examples (Do's and Don'ts)
  Good photo examples:
Category 1 – At Work:
Show individuals who represent Academy program participants engaged in entrepreneurship.
Category 2 – At Work — Closeup
Zoom in to show the work of individuals who represent Academy program participants.
Category 3 – Learning Together:
Show individuals who represent volunteers and participants engaged in small group classes, one-on-one mentorship, or service.
Category 4 – Portraits of Hope:
Show "portraits" of individuals who represent participants. In these photos the individuals will be looking at the camera. Avoid overly formal attire or stiff poses. These should still look candid and natural.
Category 5 – Family:
Show individuals who represent participants laughing and smiling with their families. This shows the ultimate outcome of the Academy's work.
  Incorrect photo examples:
  Doesn't feel authentic
Although many large cities throughout the world look similar, a photo that appears to represent business in the United States or Europe does not accurately represent the Academy's work.
  Lacks expected diversity
Likewise, the Academy's photos should reflect a diversity of ages, genders, and racial backgrounds in a way that honestly reflects the participants and volunteers of the Academy.
  Focused on poverty
the Academy's photos should not focus on impoverished conditions or how bad things might be in one place or another, but should instead focus be capturing individuals improving their circumstances and optimistic momentum.
  Presents prosperity as status or possessions
the Academy is about prosperity that serves self-reliance, faith, and family. We are not trying to project a promise of wealth or luxury. Avoid a focus on material success or signals of status.
  Overly staged
This photo feels like a stock photo (which it is) because of the overly staged look. Avoid photos that feel contrived.
  Poorly lit
The shadows in this photo are too strong. Select photos where the individuals are well lit with natural light.
  Isolated background
Do not use photos where the subjects have been isolated on a white background. This takes the individuals out of the context for the photo. These photos feel overly staged.
Downloadable Resources
Academy licensed photos that are available for download are available at the link below:

Brand Photos Folder