Photography

Choosing the right image

There are considerations that need to be made in choosing the right image to reflect our brand. We must always consider diversity and inclusion when selecting images, for example, gender, ethnicity, age and ability.

Although authentic photography from our image library is preferable, we can also use stock photography for specific visuals that we may not have in our library. However, we avoid stock that shows people’s faces, it is preferable to highlight our members. We also avoid stock that shows doctors in white coats. When using stock, consider the colour of scrubs, equipment, procedures and locations match an Australian context.

Who we are

ACRRM is a people business, meaning our photography must focus on our member’s who make us who we are. When shooting portraits, we use an ‘eyes to camera’ style. In our collateral, we highlight members directly by including thier name, and when relevant, location or specialisation.

In action

ACRRM is heavily involved in training, assessment, certification and continuing professional development. These images often suit a candid and ‘in the moment’ style, showing human interaction and practice. Close-up shots of specific procedures can also be used, for example, a close up of a skin examination for our Tele-derm service.

Community

ACRRM is driven by the rural, remote and First Nations communities in which we work in and support. This kind of imagery creates a down-to-earth and authentic energy for our brand, they may or may not include people but they highlight our community engagement and remote locations. Imagery at eye-level works best to conveys involvement and serves as an element of consistency across all tiers.