Our Photography | MemorialCare

Photography is an opportunity to create an emotional connection with our audiences and illustrate a more complete picture of the MemorialCare story that is as memorable and recognizable as a brand identity element.

For photography to be a brand-building identity element, apply basic considerations when you select or produce imagery. Express a sense of place by using natural light, outdoor settings and activities that are representative of Southern California. Show subjects making connections with others, with their activities, etc. Imagery should capture healthy, active moments that are uplifting and positive.

We have three main areas of imagery—lifestyle, medical and abstract—to meet most photographic needs in our communications. The following examples are a guide for selecting stock images or for art direction when you produce custom photography. Applying the guidelines in this section will help ensure consistency in the images that express the MemorialCare brand story. This direction will also enable us to grow a branded look and feel among all imagery and subjects in our photo library.

Lifestyle Photography

Focused on healthy outcomes, our lifestyle images capture real people engaged in natural activities. Positive, authentic imagery allows audiences to relate
to the ideas communicated by our photography. Photos that show a connection between people or a person engaged in an activity supports our brand platform.

Art direction considerations:

Photography should capture a moment
of real life
Photos should be candid and believable
Avoid shots that feel overly staged or posed
Reflect the concept of connection
Show healthy activities
Photos should be patient-focused and diverse
Use both indoor and outdoor environments
Indoor photography should be bright and naturally lit
Outdoor environments should be regional
Compositions should maintain a sense of simplicity
Use brand colors when possible
Images should be bright, warm and optimistic
Imagery should always be professionally executed, well lit, and thoughtfully composed

Medical Photography

Medical imagery shows real people engaged in authentic activities in a health care setting or situation. Positive, authentic imagery allows audiences to relate to the ideas communicated by our photography. Photos that show a connection between people or a person engaged in an activity support our brand platform.

Art direction considerations:

Photography should capture a moment
of real life in a health care setting

Photos should be candid and believable
Avoid shots that feel overly staged or posed
Images should reflect the concept of connection
Photos should be patient-focused and diverse
Use warmer tones
Image content should be positive and optimistic
Include a sense of environment
Indoor photography should be bright and naturally lit
Any outdoor environments should be regional
Compositions should maintain a sense of simplicity
Consider using brand colors if possible
Imagery should always be professionally executed, well lit and thoughtfully composed

Abstract Photography

Our abstract imagery creates a sense of growth and reinforces a feeling of health. Abstract imagery is an option for materials on which a photo of people may not work or be desired, and it can be used to add texture
and dimension to solid shapes.

Art direction considerations:

Use foliage and plant imagery
Imagery should be cropped or focused in on a detail of the plant or foliage
Plants should be regional
Use images to reinforce a sense of place and growth
Always overlay the image with MemorialCare Green
Overlaid images should feel textural and pattern-like

How to Create Abstract Photography

To create the overlaid abstract imagery, follow the basic steps in Adobe Photoshop or Adobe Photoshop Elements shown here.

Select a photo of plants or foliage, ensuring it is cropped or focused on a detail. For best results, the plants or foliage should be a shade of green.

Place a solid shape of the MemorialCare Green, the same size and shape as the image, directly on top, set layer to “Multiply”.

Add a New Adjustment layer, use “Gradient Map” from R113 G113 B113 to R255 G255 B255 on top of your image.

Use your best judgment on the gradient map, based on the image; the gradient map may need to be slightly darker or lighter. Flatten the image and save.