Visual

Photography

Our photographic style always feels: authentic, clear, focused, realistic. All our light is natural light, with soft diffuse daylight where possible. Images should promote clarity and aptly represent the messaging context they support. We encourage the use of both properly licensed stock and proprietary photos.

Individuals contributing their likeness, portrait, voice, and/or testimonial to a Fannie Mae photo shoot should have signed Fannie Mae standard Model Release and Consent form for Marketing & Communications’ files. If you feature an identifiable property or the interior of a consumer’s home, you should also secure from their occupant (owner or renter, as applicable) a Fannie Mae standard Property Release and Consent Form for Marketing & Communications’ files.

Access the photography library

Photography guidelines
Audience
Leadership headshot library

Do

Be inclusive on a full range of characteristics including age, body type, skin tone, hairstyle, race & ethnicity, family makeup, and abilities.
Use low camera angles for intimate shots; not posed.
Obscure house numbers, car plates, and brands.
Make sure to feature various types of diversity, such as age, body type, skin tone, hairstyle, race & ethnicity, family makeup, and abilities.
Ensure people with different abilities are authentically portrayed.
Use images where our primary brand colors are native to the photography.
Choose images that are authentic to the subject matter that they depict.
Use images depicting holidays that are non-denominational.

Don't

Use inauthentic lighting, filters, and overly posed shots.
Show obvious non-U.S. architecture, appliances, or technology.
Frame homes in an obscure or hard-to-read manner. Do not depict houses under construction or being built by workers.
Choose overly complicated or populated architectural views.
Select identifiable tourist destinations.
Use black & white photography.
Show elaborate, expensive, or large houses.
Utilize devastating images of natural disasters; instead, focus on help provided or rebuild.

Consider your audience

While Fannie Mae operates under one brand, how we convey the brand through photography will differ depending on the audience.

B2B

Showcases the end consumer.
Subjects appear in natural lighting.
Subjects are never posed; the photographer’s lens behaves as if a silent observer of everyday life events — natural expressions.
Outside shots can leverage wide angles to provide context and location — aerial shots show scale of work and people affected.
Only Fannie Mae employees look directly to camera.

Consumer

Showcases what matters to the end consumer.
Subjects appear in natural lighting.
Subjects are never posed; the photographer’s lens behaves as either the consumer’s eyes or a close friend, taking part in everyday life events — direct-to-camera shots are intimate, reminiscent of personal framed photos.
Expressions and feelings can be more pronounced but should still feel authentic and natural.
Consumer can look directly to camera.

To learn more about our audiences and how we address them, please read the consumer lookbook.

Download the consumer lookbook