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Photography

Art direction, and where our images come from

Brand Book / Photography
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On this page
  • Art Direction Principles
  • Subjects
  • Sourcing Stock Photography

Through the right art direction, we use photography as an incredibly powerful element to make us feel like a brand that our community can trust and make health feel personal, powerful and most importantly, possible.

Art Direction Principles

Our art direction principles outlined below ensures that we achieve consistent photography across all subject matters:

A woman in a red top with locs and glasses, laughing, photographed outdoors against greenery.
Authenticity — Eye for Ebony / Unsplash
A close crop of a neck and shoulder, warm light falling across the skin.
Warmth — Dylann Hendricks / Unsplash
A person lying back with their head in someone's lap, hands resting gently on their face.
Shoulder-to-shoulder — BlackDoctor

Authenticity

We don’t want overly staged backgrounds, props and costumes/outfits. We make sure that what is happening in our photos are real.

Warmth

Whether that’s through the tone of the image itself, or the way a subject is captured, we want our imagery to be approachable, even if the topic can sometimes be serious.

Shoulder-to-shoulder

The perspective of our photography need to feel as though we are a part of what is happening in a scene, not a staged photoshoot.

Subjects

Four subjects carry most of our photography. The groupings and the images below are the brand book's; the written guidance for each is still to be supplied, so none is invented here.

People

A young man in a dark t-shirt sitting among cardboard moving boxes, one hand raised mid-gesture.
cottonbro studio / Pexels
A man at a dining table in a plant-filled room, reaching down to a dog standing on its hind legs.
Zen Chung / Pexels
A young woman in a white vest sitting outdoors beside water, writing in a notebook.
Zen Chung / Pexels
A very close crop of an older man's eye and cheek.
Kindel Media / Pexels
A woman in profile with an afro and hoop earrings, chin lifted, against a teal background.
Matheus Natan / Pexels
A man in an ochre jumper sitting with his head in his hand while another person's hands rest on his shoulders.
Alex Green / Pexels

Diet & Food

A woman in a green top chopping yellow peppers at a kitchen counter set with broccoli and greens.
Retha Ferguson / Pexels
Hands holding half a lemon above a glass of water.
Thirdman / Pexels
A man in glasses and a blue jumper drinking an iced coffee through a straw.
Mika Matin / Unsplash

Experts & Doctors

A woman in a rust-coloured top speaking into a studio microphone, a plant in the foreground.
George Milton / Pexels
A man in scrubs and a surgical cap working at a desk beside a window.
Thirdman / Pexels
A woman in a white shirt reading an open book in front of library shelves.
Tima Miroshnichenko / Pexels

Physical Activity

An older man in a grey t-shirt exercising outdoors under trees, arms raised mid-movement.
Ketut Subiyanto / Pexels
A woman lying on her back on the ground with her eyes closed and hands on her chest, resting.
PNW Production / Pexels
A runner in a beanie and grey tracksuit running along a waterfront railing.
Barbara Olsen / Pexels

Sourcing Stock Photography

Whilst it isn’t always possible to use our own images for all of our content, we can rely on stock photography. To source our stock photography, here are websites:

  • Noun Project
  • Stocksy
  • Death to Stock
  • Stills
  • Ninth Grid

Free Stock Photography

  • Nappy
  • Pexels
  • Unsplash

Every photograph on this page is credited to its source above. The examples here are reference for art direction, not a licensed library: check the licence at source before using any of them in published work.

On this page
  • Art Direction Principles
  • Subjects
  • Sourcing Stock Photography
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