Our photography guidelines define how Fred Hutch visually represents its people, patients and mission. Rooted in full-color realism, natural light and honest moments, our imagery celebrates individuality while conveying trust, warmth and credibility.
Thoughtful composition, inclusive representation and photojournalistic storytelling ensure every image feels authentic, approachable and human — reflecting the care we provide, the science we advance and the communities we serve every day.
For all questions, contact brand@fredhutch.org.
Key Values
Our photography shows our people and the people we serve in a manner that celebrates them as individuals. Our photography style is full-color realism with neutral lighting and color. The subject can be looking directly at the camera or focused on the activity they are doing. Our goal is to capture the uniqueness of the individual and environment.
Our full-color realism style is also used for scenes that showcase the important work we do at Fred Hutch in our interior spaces and exterior locations.
Some key words that are important to our photography style are:
Authentic, honest and intimate
Trustworthy, positive and comforting
Authoritative, honest and engaging
Candid, photojournalistic and tells a story
Principles and Style
We use full-color photography that mimics the soft, natural, warm, inviting daylight that you see in the afternoon. This color profile can be created through lighting or color correcting. Additionally, the level of saturation in our photography style is also natural. Avoiding over-saturated, color-enhanced, or black-and-white color styles will help give our images an honesty that reflects the quality of care we provide and the comfort we give to our patients.
Natural Lighting and Color
Our photographic style is full-color realism with neutral lighting and color. The subject can be looking directly at the camera or focused on the activity they are doing. Our goal is to capture the uniqueness of the individual and environment. Photography and video should appear with natural light and color and generally be well-lit avoiding murkiness or excessive shadows. This represents the brand idea that the organization is casting light through research and dispelling the shadows and uncertainty of cancer.
Best Practices
Portrait Photography
We use the same honest, natural and comforting style of photography when showcasing our people and featuring our patients. The style uses a short depth of field to put the focus on the person, separating them from the background. The background appears out of focus while the person is sharply in-focus. This technique is called bokeh, and it is very effective at creating an intimate and natural view of the person.
Bokeh Tips
- Use an open aperture and a fast shutter speed.
- Longer focal length will create more extreme bokeh blurring.
- Increase the distance between the subject and background to create a softer background.
- Move closer to your subject for more drama.
- Experiment with different backgrounds to find the right level of visual interest.
- A brighter background can put more focus on the subject.
- If you are lighting the shot, try a backlight, side light or hair light.
Most all portraits will be taken in the Arnold studio in front of our standard background. Occasionally we will make an exception and shoot subjects in another environment, for example staff members at community sites, if they cannot get to South Lake Union and the studio. In these cases, we will follow the same principles of bokeh so that the person, and not the location, are emphasized.
Scientific Imagery
The "Fred Hutch Research" series brings forward the visual wonder of science and discovery. Featuring beautiful scientific imagery, this concept highlights the intricate, captivating details of research that powers Fred Hutch’s mission. From the microscopic structure of cells to the dynamic flow of chemical reactions, these images celebrate the beauty of exploration and innovation at every level.
Smartphone Photography
Smartphone cameras today deliver remarkable image quality, with advanced sensors, computational photography, and low-light capabilities that rival many dedicated cameras. Beyond technical performance, their real value lies in accessibility. Because they are always within reach, they can capture spontaneous, candid moments as they naturally unfold. This immediacy helps preserve genuine emotion and context, achieving the authenticity we strive for in our photography without the barrier of bulky equipment or preparation.
Keep the Lens Clean
- Wipe the lens gently with a microfiber cloth before shooting.
- Avoid using rough fabrics that might scratch the lens.
- Check for smudges in bright light before taking photos.
Find and Use Good Lighting
- Natural light is best, especially during golden hour just after sunrise or before sunset when the light is soft and warm.
- Avoid harsh midday sunlight whenever possible; it can create strong shadows and overexposed highlights.
- Avoid strong backlighting to prevent your subject from appearing as a silhouette, avoid positioning them in front of windows.
- Have your subject face the light source for even illumination and better color accuracy.
- When indoors, position the subject near a window or use diffuse artificial light instead of direct overhead lights.
- Avoid using the flash, as it often flattens features and creates unnatural tones.
Frame and Compose Thoughtfully
- Use the rule of thirds: imagine a 3x3 grid over your screen and place key subjects along grid lines or intersections.
- Watch the background; avoid distractions or objects “growing” from the subject’s head.
- Experiment with leading lines, symmetry, and depth by including foreground and background elements.
- Keep horizons straight by using gridlines in your camera settings.
Take Test Shots and Multiple Takes
- Take a few test shots to check exposure, focus and color.
- Review results and adjust your position, angle or camera settings if needed.
- Capture multiple versions — expressions, poses or framing changes — to choose the best later.
Compositions and Considerations
Our imagery reflects the people we serve and the team who serves them, celebrating individuality while celebrating both individuality and differences. This means deliberately showcasing the most inclusive view of our communities and being thoughtful about how people are represented in our visuals.
When selecting or creating images, it’s important to consider not just race, ethnicity, gender, disability, age and body type, but also the power dynamics conveyed in the composition. Ask yourself:
- Is one figure dominant over the others?
- Where is the patient in relation to staff members?
- What stereotypes might unintentionally appear?
- What story does this composition tell?
An Example of Problematic Composition
Take this first image: the male physician is standing over the female physician, creating an unbalanced dynamic. The male physician is actively explaining something while the female physician appears passive. This is particularly concerning when considering gender — such as a cisgender male physician appearing to dominate a female patient — which risks reinforcing harmful stereotypes.
An Example of a Thoughtful Composition
Here, the provider and patient are on the same plane. The provider is seated, engaging with the patient at eye level, fostering a sense of mutual respect and collaboration. This approach is not only more inclusive but also reflects our values of empathy and equity.
Whenever possible, aim for compositions that depict balanced interactions. Whether it’s a provider and patient, or staff collaborating as a team, thoughtful framing ensures our visuals tell the right story: one of partnership, respect and empowerment.
Photography and Video Delivery Requirements
To ensure that files coming from different sources can be utilized in a consistent manner by all team members we are establishing guidelines for deliverables. Additionally, we store our assets in a digital asset management system, so we have some requirements to assist with tracking and retrieval. All photography and video sessions should also include getting releases from the subjects, whether they’re Fred Hutch staff or patients, caregivers, or other subjects who agree to allow us to use their image for marketing purposes.
Photography Delivery Requirements
Photography should be delivered with information about the subject that can be input as metadata to support effective searching as well as identifying the subjects and the status of their release forms.
- File format: jpg -- lightly compressed (11 quality on the 12-point compression slider)
- Color corrected
- Resolution: The highest your camera produces
- Naming Convention: YearYearMonthMonthDayDay-friendly-name.extension
example: 231004-weintraub-award-01.jpg
Video Delivery Requirements
We have preferred specifications. However, we realize there are a lot of variables in video production, and it’s a developing technology So, the specs below are optimal as of 2026.
- File format: There are several formats we can work with
- MP4 format: ALL-I (if possible)
- MOV format: Apple Prorez is ideal
- Aspect Ratio: 16:9
Along with final files and all raw footage, we request that 1080p b-roll highlights and main camera interview are provided along with references to raw footage files so that we can find the appropriate files for future editing. Ideally, the references would also include information on the subjects in the clips so we can add that information to the meta data in our digital asset management system.
Use a spreadsheet or word doc to log your video shots
- Resolution: Minimum 4k
- Filename
- Time code (if necessary)
- Content description
Contact Us
For any photography or videography questions, please contact brand@fredhutch.org.