VISUAL

Photography

What is Best Selves Imagery?

We use Best Selves imagery to differentiate from the visual sameness within the financial services industry and assert our own unique brand story. These images are created to portray the City National brand and include custom photography featuring talent in full color against a white or CNB Blue background, with or without the Wedge.

When We Use It

The use of consistent Best Selves imagery has shown to evoke feelings of being clear, focused, trustworthy, attention-grabbing and persuasive. As we continue to strengthen our brand awareness and consideration, Best Selves photography is preferred in most advertising.

When appropriate, secondary photography may be used to help complement our storytelling. (See Secondary Imagery for details.)

We Need a Hero

Our brand isn't simply about the Bank. That's why the "hero" in the stories we tell across print, digital and social media becomes the people in the communities we serve. In addition to model talent, we like to feature actual clients and colleagues to authentically represent our personalized banking relationships.

Casting for Inclusivity

We want to show real people from all walks and ages of life, reflecting the various communities that we serve. When featuring people, aim for inclusivity by showcasing diversity among age, gender/gender identity, race/ethnicity, body type and ability. Be mindful of language when casting, and use terms that are respectful to each audience.

For example:

Use age ranges instead of words like “older” or “mature”
Avoid physical characteristics such as weight, skin color or attractiveness
Refer to "people with disabilities" rather than “disabled”
Use preferred pronouns or use the gender-neutral pronoun “they”

Style and Composition

For studio photography, place subjects on a seamless white backdrop and use stark and contrasting lights. Expressions should convey a relaxed confidence and overall feeling of success.

To accommodate a broad array of format requirements for omni-channel application, we recommend posing options for horizontal, square and vertical placement for each talent.

The resulting aesthetic is dynamic, larger-than-life, graphic portrait photography with an upward perspective and a branded coloration. Each portrait should be interesting to look at and create dynamic negative space.

Wardrobe

Talent should be dressed to complement the aspirational nature of our brand and considerate of the segment or line of business being represented. Wardrobe should be modern and polished, without being too corporate or stuffy. Avoid busy patterns and textures that can be overly distracting.

Retouching

Retouching should be minimal and only utilized in instances deemed necessary. In order to maintain the look of authenticity and realness of our subjects, we want to represent them as their true relatable selves.

What is Secondary Imagery?

Sometimes, imagery beyond Best Selves photography is required to help provide additional context to what we're communicating. In these instances, we use secondary imagery such as stock photography to complement our visual storytelling.

When We Use It

This type of imagery is typically used after establishing awareness of the brand. At that point, the user journey transitions into consideration and intent. For example, stock photography can add visual interest and context to blog posts, emails, text heavy whitepapers and sales articles.

Stock Photography

Stock images are an efficient, versatile alternative to custom photography. However, they are most effective when they don't look like stock images. (How often do your most attractive friends stand together laughing and pointing at a device?) When used tastefully and cropped appropriately to avoid awkward tangencies, stock photography emphasizes the story being told.

Getty Boards

The Creative Studio team has curated a vast library of images that apply across personas and segments and can provide inspiration and visual direction. To request access, email AskCreative@cnb.com.