The visual image of the University of Chicago is best captured with photos that reflect a documentary or essay approach. Photos should be dynamic in nature and have a sense of immediacy, capturing a sense of the moment and conveying a scene that feels natural rather than contrived. Avoid excessively posed or stiff portrait approaches. A journalistic approach captures a more natural and approachable character and is more welcoming to the viewer.
It is also important that the imagery reinforce and extend the tone and content of the project for which it is being created. Words to keep in mind are engaging, intense, exciting, approachable, intelligent, relaxed, real. Above is a very small sampling of our image approach.