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Lauren Atherton
Every nonprofit has that one photo that perfectly captures the mission. Can you picture yours?
Although that photo seems perfect in every way, unfortunately it doesn’t tell the whole story. If only you could have a hundred more photos just like it!
Well, maybe you can 😏
Like fashion brands that maintain their signature style across seasons, your nonprofit can build a photography style that transcends individual campaigns and locations.
The key to is knowing your photography “through-lines”
Think of through-lines as the threads weaving your stories and photo aesthetics together. If you’re in a pinch or need to use stock or AI-generated photos, these through-lines help your pictures feel cohesive and consistent.
To discover your visual through-lines, start by taking a closer look at that perfect picture again. This time, study the objective details. Here are a few questions to get you started:
Who is the subject of the photo?
Was the photo taken inside or outside?
Is the lighting soft or harsh?
Are there any undertones to the photo (gray, pink, yellow, blue)?
These questions may seem silly, but it’s the subtle details that help our brains relate pictures to each other. One photo can provide a load of information about the setting, subject, and style.
For example, let’s establish some through-lines for this story about a Montessori preschool. I started with a touching photo that shows the heart of their mission, but now need more photos for their website and or a campaign to round out the story.
Here are my observations from the first photo:
Two preschool boys hug while stacking red, orange, yellow, green, and blue blocks on a wooden table
The photo is taken inside, but light is shining through a large window
Soft lighting but photos feel bright and clear
Pink undertones
The bolded keywords are through-lines I looked for when searching for stock photography, but you can shift these keywords depending on the story you want to tell.
The prompt shifted slightly for AI-generated photos (Canva’s Magic Media), but I used similar keywords: “Preschool play dough in red, orange, yellow, and green on a wooden table.”
Once you have your keywords, be really picky about the photos you choose and test them out together in Canva. Do the photos tell a consistent story?
Through-lines will help your photos look consistent and can fill visual gaps in your storytelling. Use your through-lines to build out stories for your year-end campaign or to tell the same story in a fresh way on social media.
Lauren Atherton
Related Resources
For more insights on building a consistent nonprofit brand and the importance of photography, explore these articles:
Building Authentic Brand Values
Mastering Visual Communication: Create Effective Style Boards
