A significant portion of our visual identity relies on carefully curated photographs. These photos are hand-picked to showcase our people, projects and the diverse range of work we do, using the highest standards of photographic technique. Our culture, our pride and the McCarthy brand shines in these images. All photos need to be vetted by a safety resource before sharing or utilizing (note that all images on WebDAM have been vetted by our Corporate Safety team).
Our growing collection of branded photographs is available to all employees. For permission to use them beyond McCarthy’s materials, or for specific image requests, please contact the Corporate Marketing Communications Department, which will help with your request.
Model and release forms are readily available on the Intranet for the convenience of our employees.
BRANDED PHOTOGRAPHY
McCarthy’s branded photography immediately draws the viewer in. The images can be used in internal communications and external marketing efforts. The photos leave a lasting impression through expert composition and a vibrant aesthetic that has been cultivated and standardized over time. The slight warm coloration adds a welcoming and friendly patina to our images, which complements both color and sepia photos.
Always utilize WebDAM, our digital asset management system, as your single source for photos because they align with our brand’s aesthetic, are safety-approved and have obtained the proper permission for usage. The library is updated regularly.
Do not use photos that are not found on WebDAM as they may have quality, brand, safety or consent violations.
CORE & SUPPORT PHOTOGRAPHY
At its core, McCarthy is about the people who work here. Core photography captures the essence of our organization through compelling and interesting images of our people — the best ambassadors of our brand. These carefully chosen images also should reflect our stated goal of making safety the most important thing we do every day.
Support photography adds dimension to our storytelling — bringing to life the character of our people and the precision of our processes. This informal, “moment-in-time,” photography adds authenticity to materials and often showcases the McCarthy culture.
Core photography is perfect for those high resolution, color corrected, large format needs. Support photos might not be perfectly color corrected, or have a high resolution but still fit within the brand.
DOs
- Do utilize our digital asset management library as your single source for photography needs.
- Do focus on our people as the main subjects of photography to showcase our largest differentiator — our people.
- Do obtain proper permissions and releases, respecting individuals’ rights and privacy.
- Do prioritize safety and adhere to all safety policies and procedures, ensuring that all people have required PPE.
- Do ensure consistent resolution and coloration for all photographs to maintain a cohesive visual presentation.
- Do reflect diversity and inclusivity to represent your audience and community.
- Do consider the context and purpose of the photography, aligning it with specific campaigns, initiatives or target audiences.
- Do use high-resolution with clear visual quality.
- Do use our established brand standards for proper coloration, visual style and composition.
DON’Ts
- Don’t default to stock images or visuals that do not accurately represent our brand or message.
- Don’t use outdated or irrelevant photographs that no longer represent our brand. The digital asset management library is updated regularly.
- Don’t edit or manipulate images in a way that distorts the authenticity of our brand.
- Don’t load our branded photography into public generative AI platforms.
- Don’t use images with copyrighted or trademarked material without permission or licenses.
- Don’t use offensive, inappropriate or discriminatory content in photographs.
- Don’t use black and white or duotones, as it may alter the overall look and feel of the image and not accurately represent our brand’s identity.
