From the Jump Start style guide
Jump Start communications aim to...• communicate the VALUE of the program (so prospective students feel that it
is worth the cost, effort, early arrival)
• position the program as ESSENTIAL to students’ UBC experience
• support the UBC brand – be bold, open, adventurous, fun
... by• telling a compelling, sophisticated visual story through photography
• engaging the viewer emotionally
• showing photos of engaged students in moments of transformative learning
• pairing the tagline – the smart start to life at UBC – with photos that embody it
From the Jump Start style guide
Photo selection criteria
1 Photo shows activity & energy (tight cropping can help emphasize this)
2 Smiles on everyone
3 Student’s expression hints at transformative learning, an aha moment; they look engaged
We use students’ expressions to tell the story of what Jump Start offers. The results (the learning, support, and connection) are shown in their expression.
Photography Standards – DOs and DON’Ts
DOs – summary• genuine, happy smiles
• expressions that show learning
• expressions that exude warmth and welcoming
• variety of settings and activities – show that learning happens anywhere and everywhere – especially academic settings and residence
• action
• individuals or groups
• bright, natural lighting
• short depth of field
• in general prefer close-ups or medium-close-ups
Photography Standards – DOs and DON’Ts
DOs – examples• genuine, happy smile• expression exudes warmth and welcoming• bright natural lighting – captures feeling of sunshine
Photography Standards – DOs and DON’Ts
DOs – examples• expressions that show learning, engagement• short depth of field to focus viewer on main subject’s expression• people in background are smiling, even if blurred
Photography Standards – DOs and DON’Ts
DOs – examples• academic setting• expressions that show learning, engagement• action
Photography Standards – DOs and DON’Ts
DON’Ts
Things that make images less usable for publications:
• busy backgrounds• logos on shirts or other
branded items in image• revealing clothing• food or drink
• subjects looking down or away from camera
• shot from too far away to see facial expressions or action
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