Annual reports and impact reports are an important part of your organization’s fundraising efforts. They are necessary documents that report financials and comply with regulations, but they are also a powerful way to express the impact of your brand. At Trillion, we are veterans of creating many annual report projects, and we know photography can enliven information and capture the essence of your organization’s story. We have created this guide to help you ensure your photos are compelling and tell a story.
First Step in Planning the Photo Shoot
Before thinking about the photos, come up with a page plan that roughly defines the amount of content you will have. The report typically begins with a letter from the CEO or executive director, then contains pages of financials, pertinent stories from the year, and outlines/plans for the future. As you lay out this content, you will begin to see where you need pictures—and determine if you have images that can work or if you need to have a photo shoot to bring the document to life.
Why You Should Choose a Theme for Your Annual Report
Determine a theme for your annual report. Even if it is not explicitly stated, deciding on a theme can help you focus the tone and style. At Trillion, our award-winning designs begin with a unifying idea that we amplify with graphics and photos. Are you highlighting an exciting year of growth? Was it a year of overcoming setbacks? Thinking through the spirit of the information you will be transmitting will help you decide what types of photos will best support that vision. Do you want serious portraits or more relaxed, smiling photos? Will the photos be outdoors or indoors with dramatic lighting? The theme will help you decide how to use the photographs to tell your story.
How to Choose the Best Photographer
Now that you have a clear idea of the style of pictures you need, you are ready to choose a photographer. Some photographers work in a very specific style, and you should find one that suits your concept. Finding them can be done through a Google search, or, more reliably, by working with a talent agency that represents photographers. The agency can connect you with the photographers that suit your parameters and provide you with the exact look you want.
Planning the Shot List–It’s All in the Details
Planning the shot list is all about specifics. Who and what do you need to photograph and where are they located? You might need to shoot a building in Los Angeles, an executive in New Jersey, and a storefront in Brooklyn, so you will have to coordinate all those different locales. Will you need several different photographers? Make a detailed list of each image you want to capture, the location to do it at, the subject or composition, and which photographer to use.
Timing is everything: how much time will each photo take?
A simple portrait of a person in their office may go quickly, but a stylized photo with lighting effects may take much longer. Shooting outdoors can create added challenges because of weather or other issues. If you are shooting action, you might need to take many photos to get the right feeling. Certain types of photography, like product shots or food layouts, can be very time-consuming as the stylist and photographer work together to achieve a perfect look.
Organizing the Photo Shoot Day
Once your list is laid out, you can begin thinking through the logistics:
- What is everyone’s availability?
- Do you have to have several schedules across multiple locations?
- Will the photographer have to bring props?
- Does the subject know what he or she should be wearing?
- What will the situation on-site be? For instance, will you have the appropriate furniture or natural light in the space you have chosen?
Be mindful of the timing in between the shots. If the first shot of the day is four people in an office, and the second shot is two different people in a park across town, how much time will it take to get from the first place to the second and coordinate meeting up with all personnel? Factor in the time it takes to set up and break down each shot as well as the travel time between locations. It can take longer than you think and scouting ahead of the shoot day could prove to be beneficial in avoiding any snafus.
Get the Most Out of Your Shoot Day
Planning shoot days is a group conversation. Everyone involved should be aware of all the moving parts of the day so that they can communicate and identify any snags or discrepancies in the schedule.
One especially effective way to increase your efficiency on shoot day is to put a photo immediately into layout to see how it will look on the page. The photographer can wirelessly send the picture to a large monitor or back to the office where it can be uploaded to the computer layout. This allows you to see how the picture will work in conjunction with the typeface around it, any other photos on the page, and the copy. If necessary, the picture can be redone at once to make it a better fit in the layout. As with all steps in this process, staying mindful of all the details will ensure that the photos give your annual report a compelling picture of your organization.
Getting Help with Your Photo Shoot
If you are feeling overwhelmed by the level of planning, thought, creativity, and research that a shoot like this requires, you are not alone. At Trillion, we understand that not all of our clients have the time and capability to create a photo shoot at this level. Some clients have very simple needs for their annual report shoots, and they are able to execute it all themselves. Some need basic guidance, for example, advice about photographers or locations. Because of our extensive experience, we can offer our clients pure flexibility. We can provide support on an as-needed basis, or we can plan everything from start to finish. We can even suss out the project at the beginning to help you determine how much help you need. Our goal is to assist you at the level that is right for you.
Whatever you need to make your annual report design special and impactful, Trillion is here for you. Give us a call at 908.219.4703 or complete our contact form so we can breathe new life into your annual report project.
Newark Downtown District photos by Chrys Davis
