Ray White was looking to update their main image bank of photography assets for 2014 as these photos form a vital part of the media toolkit and it had been a while since these were updated. We had to follow the same style that has already been set, i.e. still life with no talent and an element within the shot that’s yellow – Ray White’s main brand colour.
Each of the Ray White agents can run their own marketing campaign. Because the previous images hadn’t been updated there was the risk that individual agents would take their own shots and potentially lower the premium nature of the brand.
We were to provide 12 new photographic assets that held to the following requirements:
- Photography to be fully owned by the client
- Items are not clichéd or tired after extended use
- Photos are always approachable and relevant.
- Photos to be supplied in portrait and landscape format
On top of this the client requested that the featured objects within the shots could be purchased in bulk to be used as give-aways for the agents.