Photo Branding 101: A Discussion on Creating Branded Event Images

Photo Branding 101: A Discussion on Creating Branded Event Images
Hello Everyone, Jeremy here and in this blog post I would like to start building context around the various images and graphic designs that are featured here on Keynote Media.


 At the time of this writing, there are two main categories of digital assets, photographs (clean images with nothing added to the overall design) and photographic compositions, (which have various design elements applied.)  Both categories of imagery are heavily influenced by my years of experience in marketing, web development, and photography, which play a large role in the style, direction, and final outcome of my efforts.

The Process

In this discussion we will use the image that is featured at the top of this blog post.  The photograph was taken during the 2015 Innovation Showcase, which was held at the Dallara IndyCar Factory in Speedway, IN.

Many times, when approaching an opportunity to take event photographs, there are a few key goals I try to achieve with the camera. They are listed below:

  • To frame the image with the end product in mind.
  • To make the speaker look their best in a genuine, natural pose.
  • To capture the clear and concise message that the presenter is delivering.
In order to talk about the development of a composition, let's first look at the base photograph.  Below, we have the unedited picture that came straight out of the camera.

For anyone interested in the technical details of the image, the camera settings were: Manual, ISO: 1600, Shutter Speed: 1/200, Aperture: 3.5, Lens: 50mm

Although the process starts with the end goal in mind, step number two is choosing a camera lens.  For this specific image, the Sigma 50mm EX DG was selected.  With so many different lenses to choose from, it is important to go with the best quality glass and most reliable lens you can get your hands on.  The 50mm is a great lens, but it narrows the perspective around the subject matter, which limits the design options later in the creative production process.  From a marketing / branding / lead generation point of view, additional space is needed to enable a designer to add elements that are going to live in the final composition, (quotes, logos, links, etc.)

By taking a long term marketing and branding approach to event photography, it may help educate a photographer of how an image will yield the best results for later design.  In our example image, there is a huge white display that needs to be removed from the image.  On the other hand... the microphone stand should remain in the image. It adds a nice design element to enhance the visual storytelling aspect.   These small nuances add up in the effectiveness of the final image.

In essence, it is really important for the photographer to be aware of the final product, so they can place themselves in a strategic position so the image can be framed properly.

Also, to support the goal of capturing a great image with marketing potential, the following questions may be helpful:

  • What physical items are behind the presenter?
  • Will the background distract from the final composition?
  • How difficult will it be to remove a distracting background with the aid of Photoshop, or another image editor?
After many years of taking photographs, using Photoshop on a daily basis, and using images in a variety of marketing campaigns, these questions have been very helpful.


By simply taking into consideration the final asset that is going to be created and by having an understanding of the technical challenges in the production process, the photographer can increase the chances of capturing a great moment that has immense value in supporting companies, speakers, and event promoters.

I hope you enjoyed this blog post.  If there are any questions, please feel free to contact me anytime or leave a comment below.

Thanks for stopping by and be sure check back soon for updates from Keynote Media!