Berwick-upon-Tweed Photography Brief

Berwick-upon-Tweed Photography Brief

Objective
A strong and varied bank of photography will allow Berwick-upon-Tweed’s stakeholders to ensure that their visual output communicates the best possible messaging for the town and aligns with the narrative of the new place brand.
We want our photography to communicate our values and personality in order to help shape perceptions of Berwick-upon-Tweed to both locals and outsiders. Now more than ever, opinions about a place are formed in a matter of seconds with the flick of a thumb scrolling through a news feed. People have a short attention span and our photography needs to capture attention and actively engage in order to have an impact on perception.

People

A diverse yet honest audience spanning ages, styles and backgrounds. Berwick-upon-Tweed is a place that offers something for everyone, and the imagery should reflect this. We prefer candid shots over posed portraits. People photographed should look happy, healthy and full of life. When shooting the public, include a variety of clothing styles but avoid prominent branding.

Place
Please refer to the brand narrative when considering locations as it is important to include a wide variety of the key attractions – heritage buildings (town walls, bridges, cobbled streets etc.) and natural settings (beaches, river, sand dunes, open countryside etc.) as well as quiet backstreets, hidden alleyways and the more attractive parts of the high street. The selection should also include wide shots taking in expansive views over the coast, red tiled rooftops, the estuary and its bridges as well as local countryside and wildlife.

Light
Images should cover a variety of different times of day and types of light. Honesty is key so photos should show sunshine but also be open about the blustery beach and sometimes grey skies.
Berwick-upon-Tweed gets one of the first sunrises in the UK every morning so some sunrise photography is essential.

Style
• Reportage style – candid and unobtrusive; we require our photography to look natural and not staged / setup
• Soft focus and shallow depth of field
• No overt / obvious filters – we want to communicate with honesty
• Variety of positioning within the frame, differentiation between shots and orientations
• Close ups, wide panoramic shots, action shots – a variety of everything

Drone Footage
As well as standard photography, we would like to include drone footage in the Berwick-upon-Tweed photography bank – both stills and video. This should be a mixture of low and high level shots showing Berwick-upon-Tweed’s unique positioning as a medieval walled town alongside an estuary opening out into the North Sea.
This would include stills taken from a variety of angles from horizontal shots looking out over spectacular views of countryside, bridges and water (Spittal beach as well as Berwick-upon-Tweed beachfront) to birds eye shots showing the golf course on the coast, lighthouse promenade stretching out to sea, fishing boats in the river, views of the castle etc. Buildings included in shots should prefer older architecture over new builds.

What to Include
As well as all of the places and people listed above, the below are important to capture:
• Great looking food, especially fish
• Cultural activity – people making, creating, taking photos, painting, writing etc.
• Cyclists, hikers, mountain bikers and walkers
• Dogs and dog walkers
• Fishing and salmon
• Independent retailers – shops selling artworks and art supplies vinyl, vintage clothing, homemade food etc
• The train / trainline
• Lighthouse
• Outdoor activities – swimming, canoeing, rowing etc
• Local manufacturers at work eg in the microbrewery or coffee roasting
• Unusual streetscapes and juxtaposition of architecture

Aspect ratios
1:1 square / 2:3 portrait and landscape / 16:9 widescreen and banner shots
Media
We are looking for 30 images for Editorial, marketing material, press, public relations, social media and website.

Please send quotations for the above by the 22nd of July 2019 by email to jshields@nullberwicktrust.org.uk