Category: Photo/Video Standards

Based on W3C Web Accessibility Initiative, UX Collective, and the Described and Captioned Media Program. Refer to these resources for more specific guidance.

• Make videos as accessible as possible. Provide closed or open captioning for deaf and hard-of-hearing people, as well as for people who process written information better than audio.
• Automatic captions can be used as a starting point for developing accurate captions and transcripts. Often, automatic text is wrong. Confirm that captions match the spoken audio before publishing.
• Identify the speakers, especially if they are in a voiceover or otherwise off-camera. Names can be displayed in square brackets. For example:

• Women’s
  • Enterprise: Jennifer
  • Regional: Meagan
• Children’s
  • Enterprise: Jennifer
  • Regional: Meagan
• Cancer
  • Enterprise: Jennifer
  • Regional: Meagan
• Heart
  • Enterprise: Jennifer
  • Regional: Meagan
• Edith
  • Enterprise: Jennifer
  • Regional: Meagan
• Ortho
  • Regional: Greg
  • Enterprise: Greg
• Retail: (Vivaz, Equip, Optical Sales, OccMEd, Labs, etc.)
  • Enterprise: Meagan
  • Regional: Meagan
• Good Samaritan Society
  • Enterprise: Jennifer
  • Regional: Meagan
• Health Services Division (Anything not part of a COE., i.e., Primary Care, Preventive Care, Behavioral Health, GI, Internal Med, etc.)
  • Enterprise: Jennifer
  • Regional: Meagan
• Sanford Health Plan
  • Wally
• Sanford Sports (Brand, Academies, Performance (Power), Sports Complex)
  • Enterprise: Jack
  • Regional: Jack
• Enterprise brand (i.e., Here for All. Here for Good.)
  • David Jeremiah Mullins

Voice Artist Samples

JENNIFER – VoiceOver LA

WALLY – VoiceOver LA

MEAGAN – The Voice Realm

JACK – The Voice Realm

GREG – The Voice Realm

DAVID JEREMIAH MULLINS – Independent

FOR CORPORATE, SANFORD HEALTH NEWS & STANDARD VIDEOS

• A lower third title introduces or recognizes the individual or individuals shown on a screen.
• The primary line is for a Name. The secondary line is for credentials or secondary information, such as a location or description (i.e., Primary Line: Jane Smith, MD Secondary Line: Sanford Health Heart Surgeon).
• The font is Gotham Medium.
  • Name line = 75px (color = #ffffff) *Case sensitive
  • Credentials line = 29px (color = #000000) *All Caps
• The Lower Third is animated. (See examples below)

The animated lower third is built for use in Adobe Premiere Pro. The Motion Graphic Template (.mogrt) file for Adobe Premiere contains the proper font, size, and color. If the logo “bug” needs to be consistent when the lower third banner is not on-screen, use the separate transparent (.png) image file. The Motion Graphic Template file and the lower right “bug” are designed to register size and position when placed in a 1920px x 1080px video edit timeline. The Marketing Photo/Video team manages these files.

The templates contain just two lines of text. In scenarios where two people are on-camera together, side by side, type both names and titles into the two text fields, manually spacing the two names in the same text block in the Essential Graphics panel in Premiere.

*Expired – The styles below are no longer used:

One name with a one-line credential

One name with two lines of credentials

One name with a one-line credential

One name with two lines of credentials

Two names with one-line credentials

Two names with two lines of credentials

Sanford Health – Transparent Animated Lorraine Cross over Final Video Clip End Slate

• Sanford Health wordmark animates into screen, blue fades in to finish with logo over solid blue background.

Good Samaritan Society – Animated Logo with Gray Radiating Lines End Slate

• One Good Samaritan Society logo on end slate.
• TV commercial end slates should have the full text version of the Good Samaritan Society word mark, “1 (888) GSS-CARE” phone number, and small tag line: “Good Samaritan Society is an affiliate of Sanford Health.”
• Digital videos (social, consumer-targeted videos) will use the full text version GSS word mark with either “1 (888) GSS-CARE” text or nothing (no URL).

Co-branded Logos – White and Gray Texture End Slate

• Co-branding for Sanford Health/COE wordmark or Sanford Health Initiative logo when paired with another company or initiative logo.
• No “Health Lives Here” text.
• CTA: Depends on need/ask.

Special Cases – Black End Slate (e.g.: Jeffy’s Story)

• Must have approval by the Photo/Video manager and/or the Art Director prior to use.

Sanford facilities are photographed for the purpose of highlighting the beauty of their architecture.  Summer is the preferred look, with green grass and leaves on trees.

Lighting

For external views, ambient light should be used, preferably high-noon sun or cloudy skies for daytime and a dramatic dusk/dawn or clear dark sky for night shots. For internal views, ambient light or light created in a style that mimics natural ambient light should be used.

Camera

Low angle is used to showcase the hero look when possible.  Sweeping drone footage for aerials. Time lapses for construction or events.  The feeling is grand and heroic. Skies are bright blue with pops of color from trees and flowers included.

Post

Skies are brightened, stars added to night sky, vibrancy is enhanced, sidewalk and pavement cracks removed, along with any other distracting elements. Building perspectives are straightened. HDR look is used for daylight images.

Photo Examples

Video Examples

Headshots/Provider Packages

Portraits created by Marketing are limited for marketing purposes, such as provider promotion, press releases, public speaking engagements, or other times where an employee represents the organization. Professional staff photos are provided to:

• Executive leaders, director level and above
• Physicians and APPs that meet the physician web government standards
• Identified media/brand ambassadors who represent Sanford Health outside the organization

If you need a portrait that is not part of a Marketing campaign, and your request meets these criteria, please submit your request via the marketing request form.

Talent

The subject should arrive camera-ready and in business attire for studio portraits.

Lighting

Headshots and provider packages are taken with a classic three-point lighting system, using a key/fill/hair light look.

Photo Examples

Video Examples

Video and still images of patients telling their health story with a focus of how Sanford has played a role in getting them back to health and well-being. Format is typically on-camera interviews with patient and provider, and B-roll of a clinic check-up or the patient doing a well-loved activity.

Location

Sanford clinic setting, patient home or community setting

Lighting

Ambient light or created light done in a style that mimics natural ambient light

Talent

Actual patients and providers are used with hair and make-up done before arriving on set in a natural, everyday look. Wardrobe is solid colors or simple patterns, non-branded, with an everyday look. Providers may be in white coat, depending on service line.

Camera

For video, multiple cameras may be used during interview and B-roll along with a slider or hand-held camera for added movement. For photos, medium-length and close-up portraits are taken of patient, both camera aware and looking off camera. Candid wide, medium and close-up photos taken during B-roll activity.

Sound

Natural sound is captured during filming; with voice-over or on-camera lines recorded for post-production editing.

Post

Toning is natural and realistic with medium contrast. Images are Photoshopped to remove distracting elements. Music track is upbeat and inspirational, sometimes driving, depending on the content. Music and complementary graphics align with the look and feel of the video; they also take into consideration the overall strategy of the project including, but not limited to, digital strategy and where the final video will live. The editor will also collaborate with designers for cohesive execution on campaign pieces.

Photo Examples

Video Examples

Internal and Public Events

Event photography and video capture the feel and moments of an event including speakers, crowds, awards, food, decoration and signage, and candid and posed groups.  The purpose is often to document a historical event, showing that the event was well-attended and enjoyed.

Location

Ranges from Sanford facilities to public spaces to privately-owned facilities. May include visuals of room set-up and decor before guests arrive.

Lighting

Mainly ambient light, but flash may be used for still photography where high-quality images are needed and where a high ISO would result in grainy photos.

Camera

For video, use hand-held or tripod-mounted set-up with little movement. For photos, wide, medium and close-up images are taken with multiple angles and a variety of images of speakers.

Sound

Natural sound is captured during filming with high-quality audio captured off-speaker mic when applicable. Brief on-camera interviews may be taken with event participants.

Post

Little to no post work is done, visuals are candid.

Photo booths/meet & greets

Event photography may include a photo booth area or a meet & greet during the event. Lighting is typically one to two strobes or continuous light to illuminate the scene and subjects with fewer shadows. Subjects are camera-aware and photographed with big happy smiles. Images are medium or head-to-toe, depending on if the event is fancy dress or an everyday look.

Photo Examples

Sanford Brand Campaign

Sanford images and video represent the overarching Sanford Health brand to the public. Images and video are typically patient-focused lifestyle visuals with a light and airy feel, shallow depth-of-field, neutral contrast and color, and simple uncluttered backgrounds. The mood is upbeat, approachable and friendly.

Location

Simple backgrounds such as generic community settings and warm home interiors

Lighting

Ambient light or created light done in a style that mimics natural ambient light

Talent

Models are hired with hair and make-up styled on set in a natural, everyday look.  Wardrobe is solid colors or simple patterns, non-branded, with an everyday look.

Camera

For video, multiple cameras may be used along with a slider, drone or hand-held camera for added movement.  For photos, a combination of wide, medium and close-up shots are taken. Shallow depth-of-field for both video and photo with focus on the patient subject. Subjects are smiling, happy and enjoying life.

Sound

Natural sound is captured during filming; voice-over or on-camera lines recorded for post-production editing

Post

Toning is natural and realistic with medium contrast. Images are Photoshopped to remove distracting elements. Music track is upbeat and inspirational, sometimes driving, depending on the content. Music and complementary graphics align with the look and feel of the video; they also take into consideration the overall strategy of the project including, but not limited to, digital strategy and where the final video will live. The editor will also collaborate with designers for cohesive execution on campaign pieces.

Service-line Specific Campaign

Images and video for a service have the same feel and mood of the parent brand campaign, but done with more specific considerations of the service line location and message.

Location

A Sanford setting or recognizable community landmark. A studio may be used for certain campaigns, particularly if the campaign is enterprise-wide or internal.

Lighting

Ambient light or created light done in a style that mimics natural ambient light; studio lighting may be more stylized with cucoloris, snoots, beauty dishes, etc.

Talent

Models or real patients and providers are used with hair and make-up done before arriving on set in a natural, everyday look. Wardrobe is solid colors or simple patterns, non-branded, with an everyday look. Providers may be in white coat, depending on service line.

Camera

For video, multiple cameras may be used along with a slider, drone or hand-held camera for added movement. For photos, a combination of wide, medium and close-up shots are taken. Shallow depth-of-field for both video and photo with focus on the patient subject. Subjects have pleasant expressions that range from smiles to more engaged, thoughtful looks.

Sound

Natural sound is captured during filming; voice-over or on-camera lines recorded for post-production editing.

Post

Toning is natural and realistic with medium contrast. Images are Photoshopped to remove distracting elements. Music track is upbeat and inspirational, sometimes driving, depending on the content.  Music and complementary graphics align with the look and feel of the video; they also take into consideration the overall strategy of the project including, but not limited to, digital strategy and where the final video will live. The editor will also collaborate with designers for cohesive execution on campaign pieces.

Photo Examples

Video Examples

The Rule of Thirds is a guideline which applies to the process of composing visual images such as designs, films and photographs. The guideline proposes that an image should be divided into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections, sometimes called power points¹.

The Rule of Thirds is applied by aligning a subject with the guidelines and their intersection points (power points), placing the horizon on the top or bottom line, or allowing linear features in the image to flow from section to section.

Aligning a subject with these points creates more tension, energy and interest in the composition than simply centering the subject.

Rule of Thirds Build