Our photography
The subject matter should always feel honest, light, uncluttered, and clear — just like our brand. People should look at ease. Vehicles should appear modern. And diversity should be apparent throughout every channel.
Site photography
When choosing photos for our product pages, select from our pre-curated library. And ensure the subject matter's appropriate for the page's content. Tightly clip the image from its background and place on the page over a primary color tint background.
The subject
Each photo hints at a backstory and should capture the easygoing feeling our customers have being Esurance customers. Think casual, fun, empowered. The subjects' attention can point toward the headline or the camera.
Sometimes we explain the product features by showing the product details. And we're careful to choose a close-up that doesn't contain too much visual info. Objects, like a car or home, should be contemporary and single focused.
The placement
One way we treat photos is to cut out the subject from the original background and place it on a solid color background of our brand colors. Monotone coloring can be applied to products to brand them.
Our hero imagery boldly jumps from the page and engages the viewer. These examples all represent our personality in different ways, from the charisma of the model in front of the car to the savvy, no BS implications of the minimalist everyday carry item.
Another way to handle a hero image: place it in a defined shape, like a circle, with sharp edges on a color or a white background.
Close-ups establish an emotional connection with our customers. They help reinforce the idea that Esurance empathizes with them and understands the importance of their homes and cars.
Social/other photography
We show people having believable interactions in natural surroundings.
Images for our social media channels should come from one of our pre-approved services: Getty Images (talk to a designer for access credentials) or Pixabay. Some images from Pixabay may require attribution.
Social media images should receive a color wash. Tint light areas in our identity background green and dark areas in our identity background plum (or indigo, if more visually impactful).
Use of Dennis Quaid
We have a range of pre-approved photos of Dennis Quaid that can be used in our marketing communications. Please send any requests for Dennis Quaid imagery to brand@esurance.com.
Don't do this
We don't use overly metaphorical imagery.
We don't use staged situations.
