The Jewish Agency for Israel

PHOTOGRAPHY STYLEGUIDE

PHOTOGRAPHY STYLEGUIDE

InTRODUcTIOn

This small booklet should supply you with all the tools you need to produce versatile, engaging and on-brand photography which will be used extensively throughout The Jewish Agency for Israel marketing materials.

Photography plays a very important role within the brand and will be used wherever possible to convey the professional and employable values of The Agency.

Partnership, connection and engagement needs to be evident throughout all the photography styles to give a true reflection of The Jewish Agency mission of Securing the Jewish Future for Generations.

PHOTOGRAPHY STYLEGUIDE

HERO PHOTOGRAPHY

The hero photography style will focus purely on beneficiaries (program participants) and their interaction with their environment. This will be used predominantly with personal stories and interviews in both print and our website. Sometimes individuals, sometimes groups. More on the individual portait later.

PHOTOGRAPHY STYLEGUIDE

STYLE

Keywords:ProfessionalNaturalPositiveWarmFriendly

All photography should feel natural and unstyled: fabricated environments and props should never be used.

Always try to use natural light: shots that feature heavy lighting can sometimes seem artificial and could make the situation look unrealistic.

Avoid clich group portraits: these types of shots do not communicate what The Agency actually does. Unless the subjects are engaged in a specific activity, please avoid these entirely.

Avoid cut-out studio shots or blank backgrounds: all photography should be shot with natural backgrounds to give a real context to the subject matter. The exception is when taking portraits for use on The Jewish Agency website where we need clear background space to hold type.

Avoid flat shots: all shots should contain an element of depth with the primary focus on the individual/subject.

Do not oversaturate the colors: ensure shots have natural tones and highlights.

PHOTOGRAPHY STYLEGUIDE

PHOTOGRAPHY STYLEGUIDE

PORTRAITS/HEADSHOTS

Keywords:ContextIndividualAction

Try to ensure that the individual you are shooting looks natural: shots looking straight into camera and posed can look set up and forced. Interaction with off camera people and objects give it a professional yet relaxed tone.

Consider background atmosphere and context: these elements are nearly as important as the individual within the shot. This not only gives the shot a more natural feel, but shows subject matter without cheesy props.

Avoid mugshots and corporate headshots: we are an Agency of doers. We get our hands dirty in the field and don't sit behind a desk pushing buttons. Portraits should convey this. We will often need room for type on either side of the subject.

Regarding the subjects clothing : If possible, speak with the subject prior to photo shoot and ask them to wear plain, solid clothing. If this is not possible, try and crop out any logos or branding that may be on their clothing. Unless it is the logo of a Jewish Agency program.

PHOTOGRAPHY STYLEGUIDE

PHOTOGRAPHY STYLEGUIDE

cROP

Keywords:FlexibilitySpaceClear Area

Different crops of the individual are essential: cropping an image too close to the subject can cause issues when implementing the photography across a multitude of different formats.

Try to include clear areas within the background: there may be a requirement to run type over the photography, so uncluttered areas of solid color should be included where possible.

PHOTOGRAPHY STYLEGUIDE

An example of how the photography can be used on different applications and the flexibility and space where it needs to work.

PHOTOGRAPHY STYLEGUIDE

InTERIOR

Keywords:ArchitectureAtmosphereNaturalInteraction

Try to capture the purpose of the space: people interacting with the space will give more insight and context of the situation to the viewer.

Ensure that the area you are shooting looks natural: individuals within the space looking straight into camera or posed can look manufactured and forced.

Focus on the people interacting with the surrounding area: if there is an event where we have presence, our branded material (booth, banners, posters) should be featured on their own as well as the human subjects interacting with them.

PHOTOGRAPHY STYLEGUIDE

FILE SELEcTIOnThe Jewish Agency does not wish to receive every photo taken the day of the shoot. Photographers are expected to make their own selects and deliver only the best photographs taken. Agreed upon quantity of delivered photos to be discussed up to a week before the scheduled shoot.

USAGE RIGHTSThe Jewish Agency for Israel retains unlimited usage rights for all photos delivered.

FILE nAMInGThe Jewish Agency requires a specific file naming convention for all delivered photographs. Date, Program, Photographer name all must appear in the file name, separated by underscores.

Example:03_11_13_Partnership2Gether_JasonShelowitz_1.jpg

If the shots are for a specific event, please add to file name and abbreviate the program if necessary:03_11_13_P2G_CommunityGarden_JasonShelowitz_1.jpg

All photos from one shoot should be placed into a folder with the same name. Example:03_11_13_Partnership2Gether_JasonShelowitz

FILE TYPE AnD RESOLUTIOnAll photos should be taken at the highest possible resolution. Any necessary color correction and/or retouching will be completed by photographer prior to delivery of files to The Jewish Agency. Photos should be delivered as both high-resolution .jpgs as well as RAW.

FILE DELIVERYAll photos should be delivered to The Jewish Agency within one week of the shoot via FTP, DVD or web service such as yousendit.com or wetransfer.com.Files should be sent to Jason Shelowitz: jasons@jafi.org and Moran Biassira: moranb@jafi.org