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A focus on travel destinations that highlight nature, architecture, or locale with zero to minimal focus on people.
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Settings are not just static backdrops. They should enhance the story and depth of the message.
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Environments should provide a sense of perspective, scale, and global culture, giving viewers a sense of what it's like to visit other parts of the world.
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Viewers should feel transported to the special moments and places shown in the imagery.
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Photography should not be western-centric but show many different perspectives and settings from all over the world.
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Photos of locations should never be culturally insensitive or inappropriate.
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Avoid selecting locations that are obvious tourist photo-ops , but rather places that provide a fresh perspective of the beaten path.
You may wonder when you should use different visual elements for your compositions. How do you decide when to use an icon, an illustration, or a photo? Each serves a different purpose.
When do I use icons?
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Alongside illustrations or photos or by themselves
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To anchor small bits of information or to represent a simplified subject matter
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To highlight a specific piece of content within a composition
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To draw attention to a single idea
When do I use illustrations?
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To capture abstract ideas
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To add personality or fun to a message or asset
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To illustrate multiple concepts that can not be conveyed through single icons
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For events and campaigns (i.e. EG Spirit Week, New Campus Openings, Lunar New Year Celebration)
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For general EG topics (i.e. platform, transformation, tech initiatives)
Global Offices
Illustrations and icons that are location-specific may be developed to create a distinctive brand expression.
When do I use photography?
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To convey messages that are more emotive
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To emphasize human connection or highlight stories about people
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For content regarding employees, benefits, People Team, etc.
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For brand and travel narratives
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To highlight specific individuals, cultures, and regions
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To create a sense of atmosphere and immersion
Mistakes to Avoid
