Why we need a visual style guide
Central to our mission is the power of storytelling: an essential tool for communicating our impact, engaging with diverse audiences, and fostering a deeper understanding of our work.
We embrace the “5 Ps of Storytelling”, a framework designed to ensure our narratives are compelling, authentic, and resonate across multiple platforms.
The 5 Ps of Storytelling
People
Focus: At the heart of every story are the people who drive and benefit from our mission. The individuals who dedicate their lives to research, the healthcare workers on the front lines, the students striving to make a difference, and the patients whose lives are transformed by our efforts.
Narrative: Our stories will highlight the passionate individuals behind LSTM. By showcasing the personal journeys and contributions of our researchers, participants, healthcare workers, and students, we bring a human touch to our scientific and educational endeavours.
For example, a video documenting a researcher’s journey from developing a tuberculosis (TB) treatment in the lab to implementing it in remote communities in Malawi can vividly showcase the tangible impact of our work.
This approach highlights the real-world benefits of our research, such as how LSTM’s collaboration with local health workers significantly increased TB diagnosis and treatment adherence, making the work both relatable and inspiring.
Visuals: Use portraits, video interviews, and candid shots that capture the essence of our community.
Through an accessibility lens but not exclusively, consider the opportunity to feature more diversity in race, body type, physical ability, age and other characteristics.
Ensure that the imagery reflects the inclusive environment and values of LSTM, avoiding any subliminal messages that reinforce power dynamics or marginalisation.
Place
Focus: The environments where we operate are as diverse as the challenges we tackle. From rural villages in Africa to urban health centres in Liverpool, the places we work in are integral to our stories.
Narrative: We will tell stories that emphasise the unique settings of our work and their significance. By illustrating the diverse locations where LSTM operates, we can highlight the global impact of our efforts.
An example could be a photo essay documenting the transformation of a community through a health intervention programme.
Visuals: High-quality images and drone footage of these locations, alongside interactive maps, provide a vivid sense of place.
Through an accessibility lens but not exclusively, ensure the settings depicted are inclusive and representative of the communities served. This includes showing environments that are accessible to people with different physical abilities.
Personal
Focus: Personal stories create a deep emotional connection. By sharing individual experiences, we humanise our work and make it more relatable.
Narrative: We will feature personal narratives that highlight the human aspect of our mission. By sharing stories of patients and healthcare workers, we can show how LSTM’s efforts directly impact lives.
For example, a video diary of a patient’s journey from diagnosis to recovery can provide a powerful and moving story.
Visuals: Close-up shots, personal video stories, and written testimonials will help create an intimate connection with our audience. Through an accessibility lens but not exclusively, ensure that personal stories represent diverse perspectives and experiences.
Highlight individuals from various backgrounds and abilities to reflect the true diversity of the communities we serve.
Platform
Focus: Using a variety of platforms allows us to reach and engage different audiences effectively. Our stories should be adapted to fit the strengths of each platform.
Narrative: We will disseminate our stories across multiple platforms to maximise their reach. From social media to academic journals, our stories will be tailored to engage with specific audiences.
For instance, short, impactful video clips are ideal for social media, while detailed infographics can enhance academic presentations.
Visuals: Tailor visual content to each platform’s strengths. Use engaging videos for social media, detailed graphics for reports, and interactive digital experiences for our website. A virtual tour of our facilities, for example, can provide an immersive experience for our audience.
Through a compliance lens but not exclusively, ensure that all digital content is accessible, including providing captions for videos, alt text for images, and considering colour contrasts for readability.