Visual styles will vary by project and context, but these guidelines help us reflect our brand values and achieve consistency around the globe.

Photo Guidelines

Talent

People featured should be diverse, authentic, and relatable. Wherever possible, profile those with direct experience of Alpha and avoid hiring models or using stock imagery.

Clothing

Clothing should be clean, modest, and without logos or slogans.

Context

Capture subjects in their natural, authentic context. Ensure the background is simple, welcoming and not too distracting. 

Lighting

Natural light is ideal. Ensure sufficient light is faced towards the subject, not from behind.

Grading

Photo and video grading should feel natural and not overly stylised. It should reflect our creative brand values of friendly, inspiring, bold, authentic and simple.

In addition to the photo guidelines above, please also follow these Video Guidelines when creating Alpha film content.

Branding

Make sure to keep to the brand guidelines when using fonts, logos and colours in video projects. If in doubt, please contact the Global Alpha Team.

Sound

Choose music that complements the tone of the video – ensure that it doesn’t distract from the messaging. Soft ambient noise can add authenticity.

B-Roll

Additional footage should support the story being told by showing the location and providing context to where the subject lives and the lifestyle they lead.

Framing

Make sure the subject appears natural and relaxed on camera. When speaking to camera, position the subject to look across the lens of the camera.

What we love… In this animated video, the graphics match our brand colours and font. The tone is friendly and positive, and the voiceover and soundtrack fit the mood.

What we love… In this guest-facing marketing video, the scenes are engaging and varied. The music grabs your attention, and the cut is equally energetic.

What we love… This guest story video cuts between B-Roll footage and footage of the subject telling her story. She is relaxed and speaks across the lens of the camera.

What we love… This leader endorsement video features on-brand graphics introducing the speakers and B-Roll that sets the context of the story and complements the narrative.

When profiling the experience of an Alpha session, the visuals should feel observational, spontaneous, informative and engaging.

Observational

We want to give the impression of observing a natural moment, where the people featured are unaffected by the presence of the camera. Illustrating the depth of field can help provide a sense of intimacy and authenticity.

Informative

Through our visual content it’s helpful to communicate key information to our audience. Glimpsing the Alpha materials, seeing a spread of food, and profiling the context of a small group dynamic help to inform our viewer about Alpha. 

Spontaneous

Communicating that Alpha is relaxed and spontaneous is essential. Make sure to avoid posed or static images in favour of capturing natural, organic moments where the atmosphere is active and changing. 

Engaging

The most important part of any Alpha session is the discussion. Capturing engaging moments – emotive or light-hearted – helps to demonstrate the interactive dynamic of an Alpha small group, whether online or in person.