Photography Overview

This Is That Place photography offers a peek into our environment and our people, and shines a light on the many career paths one can take at Walmart.

Audience

Our audience is our fellow associates, both current and potential. We want to empower our people by recognizing the individuals and teams that make us, us.

General Photography Guidelines

Crisp, bright lighting.

Avoid capturing moments that feel staged or disingenuous. Lifestyle photography should feel natural to the environment they are captured in.

Avoid busy backgrounds. If the background is busy, use a shallow depth of field to compensate.

The subject in the photograph should seem approachable and friendly.

Color Correction

Applying a uniform tone to photography through color correction will help unify our photo library. Always err on the side of crisp, cool tones and lighting, rather than warmer tones.
  • Photo Library Examples

    photo library examples
  • Simple Graphic Photography

    Carry the aesthetic of our brand illustration style to our photography by incorporating simple graphics and a 'roughened' edge to linework.

    When using full-bleed untreated photography, we can apply this lock-up when laying over text. Ensure the colored strip between the image and text banner has a roughened edge.

    Photography must be in color.

    Keep in Mind
    • Choose 1-3 colors in any layout.
    • Keep textures/illustrations simple so as not to distract from the photography subject.
    • Make sure the faces of our subjects are not covered by design elements and typography.
    • It's best if the graphic bleeds off at least one side of the photograph.
    photography method 1
  • Deep-Etched Photography

    We can also use deep-etched photography effectively. This method allows more variation in layout since the text does not need to be contained to a text area, and instead sits on one of our background colors.

    For text within the layout, define the text area with a roughened edge. In Illustrator, select Effects > Distort and Transform > Roughen. Be sure to apply a detailed, but shallow texture similar to that of our illustrations.

    Photography must be in color.

    Keep in Mind:
    • Choose 1-3 colors in any layout.
    • Large splashes of color work best.
    • Keep textures/illustrations simple so as not to distract from the photography subject.
    • Make sure the faces of our subjects are not covered by design elements and typography.
    • Whilst we may use both the dark and light blues for the background, color photography usually works best with the light blue.
    photography method 2
  • Simple Color Screen Photography

    We can apply a color screen (within our brand palette) to color photography.

    Achieve This Effect
    Set image to 50% opacity over a color from our brand palette.

    When applying color, adjustments may need to be made to the photograph to account for variations in differing contrasts and lighting.

    Photography must be in color.

    Keep in Mind
    • Certain colors (blues, green, red) are safer to use since these are very different from natural skin tones.
    • Take care when using yellow, pink, and orange so as not to affect skin tone color. Overlays should be obvious and not subtle.
    • With this method, keep text within a text area and not place text over the image.

    photography method 3
  • Illustration Style Photography

    This method is a way of developing photography illustrations than a way to brand our photography. There are times when illustrations may not be appropriate. In these cases, this method provides a lot of flexibility for creativity.

    Achieve This Effect
    Put a 100% Multiply effect on black and white images.

    Increase the contrast to achieve a highly-graphic aesthetic that plays well with the color.

    Keep in Mind
    • Take care when applying color to people and avoid the 'alien effect'. Instead, people can stay black and white in collages.
    • This style is more graphic than the others, so be sure to increase contrast to achieve the best effect.
    photography method 4
  • Simple Color Screen Photography, Full Bleed

    Similar to Method 3, Method 5 is useful when we want to use photography as a texture. This is not to be used in communications where the contents of the photograph are important to the message.

    Achieve This Effect
    Set color to 85-90% opacity over a black and white image.

    Adjustments may need to be made to the image to account for variations in differing contrasts and lighting.

    Keep in Mind
    • Ensure text is legible when placed over an image by making sure there is enough contrast
    photography method 5
  • B/W Photogrpahy with Color Strips

    Apply our brand colors in color strips to a black and white image.

    Achieve This Effect
    Set color to 100% opacity over a black and white image.

    Adjustments may need to be made to the image to account for variations in differing contrasts and lighting.
    photography method 6
  • Mask Photography in Spark

    Mask photography within our rounded spark shapes.

    Achieve This Effect
    Set color to 100% opacity over a black and white image. Mask photograph with a section of our spark.

    Adjustments may need to be made to the image to account for variations in differing contrasts and lighting.
    photography treatment 7