Photography
Photojournalism is the practice of storytelling through photography. We aim to capture imagery that creates a quick, human connection between viewers and subjects. Depicting people where they live, learn, work and play is one of the most compelling ways to show our work in action.
Using photography to convey concepts of equity
RWJF feels great connection and responsibility to the communities we serve. Portray individuals with authenticity. Depict their settings, conditions, and circumstances with dignity, positivity, and sensitivity.
When it’s critical to capture real-word disparities, we recommend photography over illustration as a first course of action.
Photography resources
Use the button below to download the guide for appropriate photo use.
Gaggle first
Gaggle is RWJF’s proprietary photography asset database, and it should be the first place you look for photography. It houses over 15,000 photos, taken by professional photographers commissioned by RWJF. The proprietary nature of this collection is incredibly valuable because it’s a real depiction of the people and communities we serve. These are images you won’t find on any stock photography site.
This imagery should be used first and foremost, as it is authentic to who we are as an organization.
All photography assets are housed in Gaggle and should be used whenever possible. For access to and training for Gaggle please contact creativerequests@rwjf.org.
Selecting the perfect photo
People are the primary subjects of our photography, so it’s imperative that we choose photos that depict them as authentically as possible.
Show real people
Select images with the most natural body posture, facial expressions, etc.
Show real interactions
Allow people to engage naturally with their surroundings and do not exploit circumstances or try to alter storylines.
Show real environments
Capture the setting along with the people. Look for personal touches in and around buildings that add context and create interest.
Show diversity
When showing multiple people include a well-rounded representation of age, gender, ethnicity, sexual orientation, ability, conditions, and religion.
Show respect and optimism
Above all, represent people with dignity, positivity, and care.
Show end-use foresight
Consider the photo in tandem with its eventual setting. Things like background color, light, and complexity provide useful basis for selecting photography.
Using photography effectively
Using RWJF’s custom photography is a great start to creating evocative images for our communications channels, but there’s a lot that goes into creating a smart, sophisticated end product. Here are a few basic guidelines to get you started.
Dynamic lines
Angles within a photographic composition add dynamism and interest. They draw eyes into the photo and towards the main subject.
Cropping effectively
Cropping for focus
Effectively cropping puts a stronger emphasis on the subject, by minimizing background clutter.
Cropping for context
Using a wider crop is preferred when the environment adds important context to the image.
Cropping in on the woman makes her the focal point of this photo, and also makes it more personal and human.
The wider crop of this image makes the surrounding farm environment a part of the story being conveyed.
Rule of thirds
The rule of thirds is applied by aligning a subject with the guide lines and their intersection points. Applying this rule will result in more engaging, less predictable compositions.
Placing the subject in the center of the photo makes the image feel expected and average, even though the subject matter is compelling.
This photo is cropped so the subject aligns with intersections of the grid, creating a more pleasing and dynamic composition.
If you must: selective stock
We recognize that there will be times when a very specific image is needed that does not exist in Gaggle. On the rare occasion when this occurs, here are some guidelines on selecting stock images.
If you must use stock photography:
• Choose images that feel like they could blend in with an array of Gaggle images.
• Prioritize people and human interactions over objects and landscapes.
• If sourcing for a multi-image campaign, select images with consistent lighting and shot angles.
• Remember that topically correct images aren’t enough to effectively express our brand personality. Ask yourself if an image style aligns with all of our brand attributes.
• Work with RWJF Brand team to use recommended stock providers and procure proper licenses for RWJF digital assets.
Stock photography to avoid
Subjects that feel posed or staged environments.
Overly stylized images or sterile light.
Expected or cliche metaphors.
Photography resources
Use the button below to download the guide for appropriate photo use.