Photography Guidelines

Photography is the most emotional and impactful component of our visual style and is crucial to conveying our brand personality.


natural | personal | warm | optimistic

Mutual of Omaha has a history of helping people protect what’s most important to them. Our photography should represent the people, places and stories of our customers. Photos should be purposeful, driven by content and used to reinforce a concept or idea. They can be close-up, detailed shots or scenes captured from a distance.


authentic | journalistic | unstaged

Our photography should depict candid moments as people go about their lives. That means they should be interacting with others instead of looking directly into the camera. Photos can have a narrow depth of field, and should be well lit. But most importantly, they should tell a story. To reinforce this, images should be captured naturally without the use of filters.


confident | comfortable | approachable | diverse

Our customers are honest and hardworking, the middle-class backbone of America. Family keeps them grounded. So, our photography should evoke the feeling of family in an emotional and impactful way. Subjects should appear to be real people enjoying life – friends, family members, neighbors – and should embrace diversity and respect individuality.