The W. P. Carey marketing and communications team uses photography and select illustrations to enhance our brand’s visual representation.

Whether depicting a physical space, the value of student-faculty relationships, or emotions that resonate with our values, we are as discerning as possible and only use imagery that accurately represents us.

Photography

Styling photographs

Photography use should give a sense of expanse and bold vision. Instead of framing or containing images, let them bleed off the page.

Bleed refers to an image extending off the page. This helps create the sense of the world beyond the page.

The photo effect used on the graduation cap is an example of a preferred effect when using a two-color palette based on brand colors.

Other than color correction, images should have minimal editing. Props and found images can be useful in illustrating very specific messages while still maintaining a clean look.

photography-1

Bleed refers to an image extending off the page. This helps create the sense of the world beyond the page.

Undergraduate programs

Photography gives personality and life to marketing and communications content, and is used more often than illustrations. However, photography and illustrations can also be used together. Undergraduate students at the W. P. Carey School are from a wide variety of nations and cultures. Our imagery should reflect this fact, across students with ages ranging from 18 to 25.

Photos of undergraduates should be well-lit but natural. Clothing can be appropriately casual, or more formal in career-focused settings. Capture the undergraduate experience using candid shots wherever possible — it’s the best way to show emotion and interaction, while illustrating ASU and W. P. Carey values.

Selected images should illustrate ASU values of individual achievement and success in higher learning, along with attributes specific to excellence in business, such as leadership, innovation, and entrepreneurship. Our photography shows students in a variety of environments:

  • Learning in the classroom
  • Engaging individually with faculty and staff
  • Meeting with employers to discuss career objectives
  • Relaxing on campus during downtime
  • Participating in events like Camp Carey

Sample undergraduate photography


Graduate programs

Graduate students at the W. P. Carey School are from a wide variety of nations and cultures. Our imagery should reflect this fact, across students with ages ranging from 28 to 45. These students represent a wide age range — from the continuing undergraduate student, to the working professional, to the corporate executive.

Capture the graduate experience using candid shots wherever possible — it’s the best way to show prospective students what where business is personal® looks like, and what that could mean for them in the future.

Photos of students should be well-lit but natural. Clothing should be business-oriented, but can be casual or formal depending on the setting. Our photography shows graduate students in a variety of environments:

  • Learning in the classrooms at McCord Hall
  • Engaging individual with faculty and staff
  • Balancing the responsibilities of work and school
  • Enjoying the company of fellow cohorts
  • Relaxing on and off campus during downtime

Sample graduate photography


Illustrations and icons

We also use illustrations and icons to communicate our brand. These visuals are primarily within our color palette and are often used to help show the benefits of a program through data, or to simplify a complex concept.