TSTC Visual Standard Guide 2020

PHOTOGRAPHY / CREATIVE DIRECTION VALUES
Creative Direction Values
for Photography
Inspiring
Relatable
Authentic
Emotive
The best photography should create an emotional
connection by capturing a moment or object that
the viewer can relate to. Use a candid style of
photography to capture real-life instances, expressions
and interactions to establish meaningful and lasting
impressions.
Confident
Images should reflect a high level of confidence in our
featured subjects. They should look comfortable in
their learning environments and with the technologies
they are interacting with. Subjects should always be
portrayed as welcoming and assured.
Unique
The unique qualities of our brand should be reflected
in the way we visually tell our story. A photojournalistic
style of photography that is modern, progressive and
looks warm and natural, will help to differentiate TSTC
visually from other colleges in the marketplace and
solidify our brand’s unique value.
CREATIVE DIRECTION VALUES
A set of values for the creative direction of photography will
clearly define the visual expectations for photography and give
photographers and designers a set of guidelines to follow.
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TSTC | BRAND IDENTITY