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Pyxera Global
Founded in 1990, Pyxera Global is a nonprofit organization that leverages the power of collaboration to create groundbreaking solutions to global challenges. They work to design and implement innovative programs that enhance social impact, fostering strategic partnerships among corporations, governments, and social sector organizations.
When we started our work together, their website and messaging wasn’t representing their commitment to global engagement and their work in fostering partnerships that benefit both communities and corporations. For many people within the organizations and the clients they worked with, Pyxera Global’s work became siloed to individual programs and not the portfolio of services they provided.
The resulting visual brand system, updated messaging, website, and digital and physical collateral showcase the organization as one centered on equity, sustainability, and community.
A Strategic Photo Philosophy
To determine the brand’s photography style, we developed style considerations for the types of photos to be used.
Authenticity + Natural Light
Whenever possible, capture people with genuine expressions.
Authenticity is also important and can be achieved by using as much natural light as possible.
In dark environments where artificial light is necessary, try to mimic natural light by bouncing light indirectly. When capturing someone at work, shadow the subject and capture authentic moments that feel real.
Symmetry + Depth Of Field
It is important to understand that the Pyxera Global photo library is designed to work across the entire enterprise and should work together.
Balanced compositions with symmetrical qualities allow different types of photography to work and complement one another. Avoid extreme angles when possible. A concentrated depth of field that focuses on the subject and not the surroundings is also important to consider.
Realism + Non-Judgement
While Pyxera Global avoids “poverty porn,” they also do not “whitewash” the realities of those they work alongside and serve—both come from a place of privilege and, inherently, a place of judgment. Instead, they try to focus on a shared humanity and see the dignity in others.
Pyxera Global is mindful of its own privilege as they look for photos to represent their work and the communities they serve.
Social Media Branding
Since Pyxera Global had been creating ad-hoc social media, we introduced content pillars that aligned with the organization’s internal and external business goals. In addition, we created a social media asset system to increase efficiency, build brand awareness, and encourage engagement.
The system we created is designed to be central to Pyxera Global’s digital strategy. It gives them everything they need for event announcements to program marketing, to general branded pieces of communication. These social media components are ready to use, serve as templates and inspiration for the creation of more in the future, and demonstrate how the visual identity can extend into social media.