Our Photography – DFA Brand Guide

Our
Photography

Our imagery is rooted on clearly communicating our brand values of Integrity, Quality, Passion, and Community. It is not overly posed, rigid or impersonal.

When selecting imagery, it’s good to ask:
– Does it tell our story?
– Does it capture a moment?

Our Farmers

A dairy farm without cows isn’t a dairy farm at all. While cows are important, our primary subjects should be our family farmers. The rich stories they offer differentiate DFA from our competitors and ensure a future for their milk. To best showcase their contribution and highlight their heritage, ensure they are depicted at their best.

Environments should be clean and approachable
Signs of life (farmers, equipment, work, cows, etc.) must always be apparent in photography
Avoid scenarios that are overly dirty. Avoid barns that are past their prime, rundown equipment or manure piles
Themes of quality, trust and sustainability should be apparent
Lighting should be natural. Aim to capture early morning or sunset light, to increase quality and romanticism of the shots

Farmer photography can range from a natural portrait-style shot of a farmer standing tall, wearing a look of pride to more emotive, candid styles of families working and playing together
Shots should feature the surrounding environment to provide context
Safety equipment and clothing must be worn, as applicable

Our employees

Whether at headquarters, our plant locations, or visiting farms in the field, our dynamic workforce moves DFA forward. Photos of our employees should highlight their pride, positivity and passion.

Photos should feel genuine and true to real life
Signs of life (workers performing tasks) must always be apparent in photography
Food safe practices must be depicted, as applicable

Themes of quality, testing, performance, technology, experience and operations should be apparent
Lighting should be day lit and directional. Supplemental lighting may be required

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Our Consumers

Lifestyle images depict a snapshot of our consumer’s world. It embraces the present moment by capturing a slice of a constantly moving life and showcasing the goodness of dairy. It is genuine and never feels set up or forced.

Depict a range of consumers (age, ethnicity, gender, etc.)
Depict a range of usages from customer to consumer
Appetite appeal is top priority

Showcase food as either focal point or as a snapshot in the context of daily life
Perspective should feel natural and personal
Depict a mix of preparation, finishing and enjoyment

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Our products

Dairy products may be shown as an element to a meal (i.e. a slice of cheese, gallon of milk) or used as an ingredient in a recipe. Either way, products should be shown as a snapshot of the consumer’s daily lifestyle. Food should not feel overly staged. These images should reinforce the idea that dairy is part of consumers’ diet and lifestyle.

Dairy should be featured as the main element in a natural way (i.e. if showing a bowl of milk and cereal, milk should be the hero)
Product logos may or may not be shown, dependent upon the objectives of the piece. Removing the logos helps photography remain more universal and evergreen
Appetite appeal is top priority
Lighting should be day lit and directional
Human element, such as hands/utensils interacting with product, can be included

Styling should be approachable and not overly staged. Props should represent items that would be present in a family kitchen. Choose simple props to help tell a story, not distract. Use props with neutral and natural textures, pops of American Navy and Barn Red are appropriate
Diversity, of both food types and hand models, should be integrated

Incorrect Styling

staying on brand

The DFA brand is progressive, dynamic and curated. To showcase the best possible vision of the brand, it’s best to avoid photography that misrepresents our people, places and products.

Avoid overly posed photographs

Avoid photography depicting legacy logos

Avoid unrealistic home scenes and food pairings

Avoid harsh or high contrast lighting

Avoid photography at unnatural angles

For external uses, avoid coordinated family photos

Usage

Accessing our photography library

DFA uses a digital asset management system for important documents and brand assets including our photography. The site, which is password protected, offers assets for use in communications. The system also houses curated photosets for each audience to simplify your search for the right photo.

To access the password protected DFA Asset Library, click here.

If you need access or don’t find what you need, submit a DAM access request

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DFA ASSET LIBRARY