Image Guidelines
Inclusion
Build for everyone
When selecting images for marketing use we need to consider diversity among the people in the images.
• When looking for stock photos aim for cultural variety
• Who are we speaking to?
• Consider the Key demographics provided by marketing research
Tone
We focus on happy people because that is the result of working for Ōnin, rather than working at the job or its requirements.
• We want to market towards the life they want, not the life they have. We don’t want to show some jobs (food processing) because they are unappealing or gross (eww).
When searching for stock photos look for:
Animated, smiling people
Dynamic poses
• Energetic acrobatics – can be jumping
• High fives
• Pointing at blank spaces where call to action will be
Group photos
• Smiling faces
• Happy Teammates
• Working together
Color
Look for photos that fit within our color palette
This will match each brands primary and secondary colors
Use overlay or multiply blending modes to your advantage
We must use our brands primary or secondary colors
Color Backgrounds
When placing people on solid color backgrounds make sure to use our brands primary or secondary color.
You may also adjust the existing colors to match our branding.
Brand Usage
Excelsior
Excelsior is a certified Minority Business Enterprise, this means we want minorities to represent the brand.
• Search for imagery that features people of color within the required job field.
MCF
Mōmentum provides working capital to business owners with fast, smart financial solutions. Materials provided by the marketing team usually consists of sales materials and documents.
• Search for Oil rigs, Trucking, Pipeline
• Sunshine or sunbursts in the background or as an extra element to convey positivity and warmth
• Abstract imagery
• Focus on equipment, tools or structures
Ōnin Aerospace
Main focus is staffing for aerospace engineering/repair workers.
• Feature images of airplanes and rockets
• Most materials provided have been stationery or sales documents
Fōcus
Staffing for IT positions, Engineering and Management. Images should feature highly skilled happy people in:
• Tech Industry/Engineering — Working on or with computers
• White collar jobs — Feature people working in offices/clerical jobs
Teammates
In The Workplace
Ideally we would use actual photos of Teammates outside of the workplace. If we need to use stock photos consider the following.
Dress code
• Avoid full suit
• Avoid uniforms
• Aim for authenticity
Although this is not our primary goal to show Teammates in the workplace, below are some best practices to do so. The objective is for them to look happy at their job.
• Smiling, with coworkers
• In Uniform
• Bonus if we can photoshop “Teammate” somewhere on their uniform
Work appropriate clothing
PPE (Personal Protective Equipment)
• Safety vests
• Protective eyewear
• Jumpsuits
Show Teammates using best safety practices
Keep the focus on the expression
• E.g. Driving forklift – but focus is on the smiling face
Avoid Food processing images
We don’t want to show some food processing jobs because they are unappealing and gross (eww).
• E.g. meat packing, poultry
Ōninites
Internally we always want to use pictures of actual Ōninites whenever possible. In external marketing however we should aim for these things in our stock images:
Dress code
• Business casual and above
• Keep it kind of weird
• Aim for authenticity
• Think about photoshopping the Ōnin Group logo onto clothing