Photography and video style
Just like British policing, our imagery is iconic. It captures what words can’t.
If our mission is to prevent crime, protect the public and help those in need, the content we create must show it.
Guidelines
It’s important our imagery and video reflect our values, brand and culture. Keep these themes in mind when you capture content. We are:
Diverse
Modern
Together
Trustworthy
West Midlands
This work matters. People needing help is at the heart of everything we do. It’s why this work matters.
These are our strengths and what makes WMP unique. Show one or more of these in what you’re capturing and you will bring our brand to life.
Capturing style
When you’re capturing content keep in mind our style.
Clarity
The situation you are capturing needs to be unambiguous and instantly recognisable. It should have no alternative meaning.
Authentic
Create imagery which resonates with people and the reality they live in. It’s what will build trust and advocacy with your audience.
Emotive
If you’re using images of people show the emotion. Happiness, sadness, despair – it doesn’t matter. Show the truth.
Focus on the action
Actions speak louder than words. Show the action in your photos. From a helping hand to breaking through a door.
Candid
Where possible capture people in their most natural actions. Candid photography is proven to create emotive connections with its audience. Avoid using shots that appear posed, clichéd or staged.
Setting the scene
Setting. Where possible, we capture all footage in the ‘real world’ and in an environment relevant to the topic.
Scan your environment. We capture footage in the real world to reflect the reality of policing. So its important to do an environmental scan before you begin if you’re shooting in an operational environment. Make sure there’s no information on walls or screens that could prejudice investigations past, present or future. Or compromise the safety and security of our people, places and the information we’re responsible for. Where appropriate you can use equipment serving as props.
Lighting. Where possible, use natural lighting (and natural lighting effects) to reflect the reality of our work.
Depth of space. We focus our footage on people or policing objects. Make sure your images are captured as tight as possible and does not create ambiguity.
Uniform. Our uniforms help tell our story. Where appropriate, include them in all imagery (and follow the relevant uniform policy).
This includes appropriate personal protective equipment for non-uniformed officers if filming in a public place. Those being filmed should be given reasonable notice of this.