Photography People overview As a brand that puts People first, the key objective in every piece of visual communication should be to connect with the Customer. Therefore, it’s important that our captured moments are relatable to them. Our photographs should capture genuine experiences, sincere emotion, and organic expressions. It should all feel real, not staged. Authentic, not clichéd. After all, that is how Southwest treats Customers. And our Customers must always feel as if Southwest is speaking personally and directly to them. Overall, the takeaway from the photography should be truthful, dynamic, in-the-moment storytelling that leaves the viewer wanting more. People should be expressive and be in the moment as long as it is genuine. Too forced Images attributed to Martin Schoeller and Jake Chessum Photography Southwest Airlines Brand Style Guide | 56