6.4
IMAGERY
OVERVIEW
LOCAL RELEVANCE
The style of art direction, in terms of colour
and tone, is universal across all platforms of our
communications. However, the content must be
specifically tailored to be completely relevant
to the platform the material is aimed at.
Our three key platforms;
– Southern Africa,
– Switzerland, and
– United Arab Emirates,
have different and individual audiences.
STILL LIFE
Objects used in still life imagery must be
specifically relevant to the platform.
PEOPLE
People must look like they are from the local
area – and be dressed appropriately to reflect the
customs and standards of the regional culture.
TEXTURES
Southern Africa
Switzerland
United Arab Emirates
Textures used within hospitals must reflect the
natural forms that exist in the environments
of each individual platform.
GUIDANCE
The following pages provide guidance through
a checklist of attributes for each image area,
and examples of how this can be captured for
each of our three key platforms.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | IMAGERY
CONTENTS