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

The photography captures authentic slices of life across Long Beach and Orange County—real people engaged in everyday movement, from morning walks to paddle boarding and pickup basketball.

Images feel observed, not produced, with dynamic cropping, handheld perspectives, natural motion, and occasional imperfections that create a sense of presence. Inspired by film photography and Southern California light, the visual language feels local, approachable, and active.

When using images in layout, dramatically crop, rotate, and angle images to create movement and a more dynamic composition.

Medical Photography

Photography captures MemorialCare staff in authentic moments of care, collaboration, and communication. Images should feel observed, not staged, emphasizing action, active listening, and genuine patient interactions over posed expressions.

Warm Southern California light creates an approachable, human tone, while staff representation reflects the diversity of the Long Beach community.

Consistent use of branded white medical coats and light lavender scrubs strengthens recognition, reinforces professionalism, and creates a unified MemorialCare visual identity.

Textural Photography

Textures serve as subtle background elements within layouts and communications. They should be simple, organic, and non-distracting, providing visual depth while allowing typography, photography, and graphic elements to remain the focus.

Inspired by Southern California’s natural landscape, textures should draw from native plants, trees, flowers, water, clouds, sky, and coastal environments. The goal is to create a sense of warmth, place, and connection without competing for attention.