Honest professional quality, emotionally engaging moments


Photography should never appear staged, faked or overly processed with effects or filters. Photography should feel natural, real and spontaneous.


It's essential that the images and the way they are treated reflect Aviva as a quality brand. High quality professional brand means high quality professional photography.


In a world of icons, buttons and form fields, photography is the most powerful thing we have when connecting emotionally with our customers.


Capturing everyday moments that our customers can relate to.

Good photographs put you in a particular moment in time; they tell a story, or they speak to your emotions.

Larissa Olenicoff

I wish I'd taken this

Photography should be aspirational, representing both a beautifully captured moment with gorgeous lighting, as well as a desirable lifestyle.

Iconic imagery captures the decisive moment

  • Relating to or of the nature of an icon - "He became an iconic figure for directors around the world."
  • (Of a classical Greek statue) depicting a victorious athlete in a conventional style.

Professional quality photography

When working with imagery it is essential that we follow certain core principles. These allow us to ensure that every photograph reflects Aviva as a high quality brand. Here are some basic points for using techniques that bring the core principles to life.

It is paramount that each individual choosing an image understands composition, style, tone and photography as a general medium. It is not enough for somebody to just like the way an image looks - we need to be able to justify the creative decision to use it.

Add depth.

Use narrow depth of field to place type.

Use shallow depth of field to add depth, quality and focus for the user

In an image with a shallow depth of field, the area within the depth of field appears sharp, while those in front or beyond appear blurry. We use it in photography to create depth in a photograph, with the intention of drawing the eye in. Having an image with dimension allows the eye to move through the scene. It encourages us to look into the shallow background - even though we can’t identify what's there. The out-of-focus blur makes it perfect for placing text over as it increases the readability of the type.

Compose and crop using rule of thirds

Use the rule of thirds as a guide, not a rule to help create an aesthetically pleasing image. First draw two lines vertically to form three evenly spaced sections. Then draw two more lines horizontally. You now have nine equal-sized squares. For a visually satisfying photo, your subject or subjects should land where any two lines cross or along any of the lines. For example, put the horizon along any of the horizontal lines.


Interesting compositions and cropping

Using extreme compositions at the edge of the frame can make images that intrigue and engage us.

Use interesting points of view to draw in the user

Interesting points of view make us stop and re-think. We immediately recognise the scene, but something about it is different. We have to pause a moment or two to check the details of what we are seeing. It shows us something we know well and through its unusualness makes it more real. A potentially forgettable scene becomes something we engage with.

Evoke emotion

Emotion is the foundation of what makes a photo great. It allows us to connect with our customers in a way we wouldn't be able to if the page was all text, icons and buttons. Here are some ideas to help you get the emotional connection we need.

to me?

Eye contact

Eye contact can give a sense of connection between a subject and those viewing the image.


Humour - make people smile or laugh

Photos do not have to be perfect but they do have to capture a moment, tell a story and make us feel something.

Walk a mile in
my shoes

Point of view

A point of view shot (also known as POV shot or subjective camera) is a scene that shows what the character (the subject) is looking at, represented through the camera. POV can create a connection with the user through empathy and the recognition of the scene by the user as an event from their own life.