A picture paints a thousand words

By Robert Brown

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Graphic design Branding

‘A picture paints a thousand words’ is a phrase we perhaps imagine as having proverbial origins. It is, however, an amalgamation of two phrases from 18th Century newspaper advertisements: "Use a picture. It's worth a thousand words" and "One Look Is Worth a Thousand Words". It has evolved into an idiom which refers to the notion that one single image can convey a story as effectively as a large amount of descriptive text. Here at JUMP, we value beautifully scripted straplines and clever copy, but understand the power that carefully curated images can provide a brand. 

We were recently commissioned by Newcastle Upon Tyne Hospitals NHS Foundation Trust to create a campaign to showcase employment opportunities across the city. Our design team knew that imagery would play a vital role. JUMP’s creative team explain their image-led approach…

Can you tell us about the campaign? What was the brief? How did you approach the project?

We were commissioned to create an outdoor advertising campaign to drive recruitment into NHS Foundation Trust within Newcastle upon Tyne.

The concept was based around the strapline “Your Future Starts Here” and showcases current employees in roles within the NHS. We commissioned, planned and art directed a photoshoot across Newcastle upon Tyne NHS Foundation Trust locations to gain the required images.

The tone of the imagery was important to the campaign; they needed to feel realistic but confident at the same time. We recce’d the locations beforehand to ensure we could find suitable locations to match each profession.

We produced a photographic and illustrative route in order to appeal to as wide as an audience as possible.

Andrew Baxter, Head of Design, JUMP

How did you approach the environment on the day?

We wanted each image to tell a story about the individual in the photograph and the important part they play within the NHS. We worked with a professional photographer across various NHS sites to showcase the diverse range of roles available in the North East. In each image the subject stands slightly off centre and poses, confidently, addressing the audience with a genuine smile. Each staff member was intentionally photographed in their own environment. It was a space they felt comfortable in and had ownership over. They were proud to be there. Each image is genuine and once combined with the emotive strapline creates a powerful campaign.

Donna Wearmouth, Designer, JUMP

Where might we see this campaign?

It will be across Newcastle upon Tyne on various medias. For example, we created a digital advert, which will be displayed on the big screen at the top of Northumberland Street. The campaign will also appear on buses and inside metro carriages.

Donna Wearmouth, Designer, JUMP

Can you explain the importance of good photography in design?

I don’t know how many times I say ‘a picture paints a thousand words’ to our clients. You can invest in engaging design, carefully crafted written content and seamless user journeys but if your photographic images aren’t up to standard, you are wasting your time and money. The world around us is a visual environment, your brand imagery is one of your most powerful tools to communicate with your audience, yet it is so often an afterthought or worse something that clients try to cut corners with. Everyone has a camera on their mobile phone. Not everyone has the creative eye and skill of a professional photographer.

Lucy Batley, Creative Director, JUMP

What did the client think of the campaign and working with JUMP?

I think that the standard of the work is outstanding. It was innovative and fresh and the whole team worked closely with us to ensure it was fit for purpose. I was particularly impressed with the photoshoot for the photographic route. The photographer was great and Andrew and the team organised a seamless day. The campaign is perfect for what we need. It is eye catching and unique to our organisation. It meets our target audiences and features our real life staff. I would be happy to recommend JUMP.

Dani Colvin Laws, Newcastle Upon Tyne Hospitals NHS Foundation Trust

As a brand design agency, we work with organisations of all descriptions to conceive and implement powerful campaigns. Whether you’re looking to raise brand awareness, sell a particular product or convey a specific message, our team works closely with you to ensure your campaign aligns with your brand and company ethos, as well as appealing to your target audience.

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