Our photography and video style visualizes our role as great observers of the atmosphere. The stories we tell demonstrate our curiosity with the world around us, create inclusivity, and are reflective of the spirit of innovation we value as an organization as well as the positive outcomes we’re working to deliver.
Resources
If you want to resource imagery we’ve already curated for The Weather Channel brand feel free to browse our Google Drive imagery resource folders.
Image Library
Examples
Point of view: Storytelling
The photography we use gives us the opportunity to present ourselves as great observers of the working world and to show and tell stories. Our photography should set the scene or create context for the transformational conversations we want to have. It should demonstrate our interest in the world around us, and the positive effects we’re working to deliver as The Weather Company.
Everything communicates, and our use of imagery is no exception. The care and craft we put into our imagery choices demonstrates our commitment to best-in-class communication and a celebration of the work we do. In order to accurately connect with our audience authenticity is a key quality. The imagery we choose must feel authentic which means photos that seem overly staged or artificially lit should be discounted when selecting images and footage. We are inspired bey the photojournalist approach where the image gives depth to the scenario we are portraying, and not one dimensional in its interpretation.
Point of view: Weather Abstracts
Weather is nature and inherently organic. Organic images often lend themselves to fascinating and beautiful compositions that can only be created in nature. We embrace this beauty for both its complexity and its simplicity and refer to them as “Weather Abstracts.” Weather Abstracts possess a relevance to weather and an artful visual interest only weather and nature can produce.
Aside from our “Human Storytelling” approach also consider “Weather Abstracts” when choosing images. Especially when creating backgrounds for text.
Different narratives but one approach
Our singular approach is that we choose not to over stylize or stage images. We want the content of the context of images and video to evoke “doing what people do.” We should use imagery purposefully, to expand ideas and elicit emotion.
We try to avoid ever using imagery that feels contrived or fabricated for the masses. If an image looks like it could have been created as opposed to captured it never be considered to represent The Weather Company and therefore diminishes our brand credibility.
Weather Means Business
When communicating weather’s influence on human emotions, decisions, and habits – how we feel, what we try, what we buy we want to illustrate that through clear image contextual storytelling. This imagery paired with our differential proof points will humanize the tech and ground the viewer to be aware that our data is people and behaviorally focused.
The approach will illustrate human situational awareness but will be more specific in highlighting moments that connect weather and consumer behavior.
Live Well
Living well is the promise of living safer, smarter, healthier, and happier. More cooperatively and more consciously.
We help people make the connection between the weather and all aspects of their well-being. And through that knowledge, we enable them to make meaningful change—on the causes that stir their passions, the lives they hold dear, and the world around them.
Severe
When portraying severe we want to be sensitive to the catastrophe, but also capture the emotion of severe weather on people’s well being. Always be careful that the subjectivity of the image or video feels authentic and not fabricated in any manner.
Integration with graphics
In order to illustrate data and conditions graphics can integrate into imagery and footage, When using graphic elements try to incorporate them in the environment of the subject to give more meaning to the image. A great example of when to show this is when incorporating weather data in a way it is difficult to illustrate any other way.
