Brand Photography
A photography initiative thoughtfully executed to create lifestyle imagery that accurately reflected the Central Florida community.
Generally photography used by the YMCA of Central Florida was a combination of stock imagery or was produced at a national level by YMCA of the USA. With the national office located in Chicago, we found that this photography didn’t reflect our Florida environment, architecture, or activities. At the regional level, we determined that we wanted to move toward lifestyle imagery showing real members in our real, Central Florida locations. We believed this would resonate more strongly with our current and potential members than the more generic assets provided by the national office.
My role
For this effort, I began a photography audit with the goal of identifying gaps and supplementing local campaign needs. After reviewing all available local and national resources, I compiled a shot list, organized by priority, of all missing subjects, activities, and demographics, and then worked with a local photographer to execute all new assets.
Photographer & Retouching: Scott Cook
