1. Storytelling through photography
TELLING AN IMPACTFUL STORY
To set us apart from competitors, our lifestyle photography is one of our key assets for bringing to life our Brand Purpose - ‘we free people from pain to give their all, for others’. Our photography needs to tell a distinctive narrative around freedom from pain, connectivity and making an impact using our Design Principles. We have broken down the key elements required to tell our impactful story.
PRINCIPLES
2. Lifestyle photography DO'S & DON’TS
We celebrate mobility, connectivity and moments that make a lasting impact. We are positive and radiant, showcasing the end benefit of the product. A snapshot into authentic moments, our photography style captures real people who are empowered by the uplifting effect they can have on those around them. Lifestyle photography is to be used throughout internal presentations, digital and print which include website, social and communications.
Do’s
Show a positive impact on others and focuses on end benefit
Have an emotional connection
Show tasks and activities that require physical exertion (something you wouldn’t do if you were in pain)
Show active, not standing still
Show more than one person
Show an inclusive range of people (ethnicity, body type, ability, gender and age)
Have natural and bright lighting to add vibrancy
Show positive and smiling people
Display an uplifting atmosphere
Capture a candid and ‘in the moment’ event
RADIANTLY UPLIFTING
Focusing on the end benefit, with happy and smiling people
AUTHENTICALLY HUMAN
Show an inclusive range of people who are candid and in the moment
POSITIVELY ENDURING
Show tasks that require effort, something you wouldn’t do if you were in pain
AUTHENTICALLY HUMAN
physical exertion
emotional connection
Don’ts
Show an isolated person
Focus on pain
Show unhappy people
Dark and gloomy
Show extra strength
Show staged happiness or actions
Avoid utilizing competitor color palette (e.g. Tylenol)
FOCUSING ON PAIN
The focus is on the benefit of the product and the positive knock on effects
SHOWING AN ISOLATED PERSON
Aleve focuses on the meaningful connections with those around you
SHOWING EXTRA STRENGTH
The product is not focused on carrying out complex activities or sports
Lifestyle photography flex
It may be necessary to color correct images to ensure we have a consistent look and feel whenever we show lifestyle photography throughout our
Brand World. The following steps can be applied to lifestyle photography so that we can live up to our naturally vibrant positioning and always remain recognizably Aleve.
Ensure images are light and bright (however avoid becoming overly bright)
Add a subtle yellow tint as a nod back to the brandmark
Where natural to do so, allude to brand colors through clothing and/or props
Images should be treated as a set, each one should feel as though it has received a similar treatment
Original Image
Image Through Aleve Lens
3. ALEVE FM ADJUSTMENTS
ALEVE FM Lifestyle photography DO'S & DON’TS
We celebrate support, connectivity and moments that make a lasting impact. We are positive and radiant, showcasing the end benefit of the product. Our photography style captures real women who are empowered by using Aleve Complete and the uplifting effect they can have on those around them.
Do’s
Show a positive impact on other women and focuses on end benefit
Have an emotional connection
Show more than one women
Show an inclusive range of women (ethnicity, body type, ability and gender)
Show an age range of women between 18 and 40
Capture a candid moment
Can show areas of relief
inclusive range of women
positive impact
emotional connection
Don’ts
Show an isolated women
Focus on pain
Show static attitude/unhappy women
Show people in situ backgrounds
Dark and gloomy
isolated person
focusing on pain
Show static attitude/ unhappy women
LIFESTYLE PHOTOGRAPHY THROUGH ALEVE LENS
Once you have chosen the correct photography style, cut out the subjects and place them on the Aleve backgrounds. The purple/blue gradients with wave crops, which adds ownability and vibrant relief.
NEED A STEP BACK?
Return to viewing the bigger picture and then start a new design journey.
Learn more about specific elements
LOGO
Our brandmark is confident and progressive which is echoed in our forward moving letter forms. This also helps to reflect our positively enduring and radiantly uplifting principles.
PHOTOGRAPHY
To set us apart from competitors, our lifestyle photography is one of our key assets for bringing to life our Brand Purpose - ‘we free people from pain to give their all, for others’. Our photography needs to tell a distinctive narrative around freedom from pain, connectivity and making an impact using our Design Principles.
BACKGROUNDS
Backgrounds should be in line with our color palette, and use the wave of impact, which sweeps through our world with uplifting optimism and acts as a device to connect people or our products, alluding to a ripple of positivity that endures way beyond pain relief.
COLORS
We use color in a consistent manner in order to build equity and recognition. To make our color palette more distinctive and ownable to Aleve, we are leaning into our Design Principle of ‘Radiantly Uplifting’ to inject a sense of life and movement, as well as linking it back to the sentiment of our arc and Ping assets.