50 PHOTOGRAPHY OVERVIEW MARCH OF DIMES • BRAND BOOK • VISUAL IDENTITY When choosing photography stick to these basic principles. Portraits • Feature empowered, aspirational persons • Emblematic of our ‘champion’ persona • Diversity in age, race and body type • Head on, looking directly at the camera • Solid colored or simple clothing other than Purple • Light or neutral backgrounds • Studio style Families • Show connection • Emblematic of our “champion” persona • Authentic and candid • Genuine and intimate moments • Diversity in age, race, gender and body type • Ample space around subject • Mothers who are confident and engaged through body language NICU • Show connection • Emblematic of our “champion” persona • Authentic and candid • Genuine and intimate moments • Diversity in age, race, gender and body type • Ample space around subject • Moments between parent and baby March for Babies • Showcase events or the community in action • Positive, energetic and in the moment • Diversity in age, race, gender and body type • Empowering, supportive experiences • Cropped to highlight individuals or small groups of people