These guidelines are intended to provide clarity to our photographic system we have in place.
Our photography is intended to be genuine and authentic, highlighting our member base whenever possible. Textural photos and images of mountains have a duotone effect applied as these images are used as backgrounds. The duotone effect brings a sense of gradient into the artwork without simply applying a top gradient to the image.
Images in layout, not used as a background element should be full color and depict real members whenever possible.
Overall we strive for a natural, authentic, welcoming style in our photography. When members are present, we utilize the rule of thirds, placing a members eyes in an upper or lower third quadrant. We also try to utilize a shallow depth of field whenever possible. This ensures the focus is intentional and provides flexibility if we ever need to overlay graphic elements on top of the image.
Lastly, we want genuine emotions depicted. This doesn't always have to be a smile as shown by the images below. Our members are people. Our goal is to show that within our community, you will experience growth on all fronts.
When utilizing the above system, it becomes increasingly easy to build full layouts. Remember to start with the smallest component in your design and work out from there. If you have more specific questions, please reach out to the Pavilion creative team.
Our duotone images are intended to support the brand through both visual interest and story. Images of mountains, people hiking or helping one another, and members building genuine connections are ideal for these use cases. It's also critical to consider proper color contrast is met when using duotone images. Please refer to the graphics below for brand approved color outputs.
Pink 700
Blue 800
Pink 700
Blue 700
Pink 700
Pink 900
Pink 100
Blue 400
Purple 500
Purple 700
Blue 400
Blue 700