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Photography Commissioning Guide for Design Leads

CREATIVE DIRECTION

A how-to guide for nonprofits to collaborate effectively with photographers.

When used effectively, photography brings humanity to your work, leaving your audience with lasting impressions.

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Photography is a cornerstone of nonprofit storytelling. It can:

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Make the impact of your work relatable and accessible on a human level

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Capture emotion, intimacy and immediacy

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Help change harmful narratives about identities or communities

A strong photography strategy starts with a clear purpose. �Use these guiding questions to build your Photography Creative Brief:

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Background�Provide context about your organization and its mission.�What’s the overarching story �or impact you aim to convey through this project?

Brand�Share an overview of your visual identity, including brand colors, existing design assets, and any specific elements that must align with the photography.

Photography Style�Describe your brand’s preferred photography style. Use past work or references to clarify.

DEFINE YOUR PHOTOGRAPHY GOALS

ORGANIZATION

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Deadlines and Timelines When are images needed, and how does this align with your project timeline?

Deliverables

How many images �do you need, and in �what formats?

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Usage

Where will the photos be used (e.g., website hero image, social media, annual report, donor presentation)?

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Purpose

What is the overall �goal of the photos?

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A strong photography strategy starts with a clear purpose. �Use these guiding questions to build your Photography Creative Brief:

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DEFINE YOUR PHOTOGRAPHY GOALS

PROJECT OVERVIEW

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Themes

• What key messages or themes do the photos need to represent (e.g., dignity, resolve, hope)?

Visual Concepts

• Are there metaphors, specific scenes, or compositions you �want to explore?

Key Audience

• Who are the images for?
• What emotional or practical outcomes should your audience experience (e.g., inspired to �donate, informed about an issue)?

A strong photography strategy starts with a clear purpose. �Use these guiding questions to build your Photography Creative Brief:

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DEFINE YOUR PHOTOGRAPHY GOALS

CONTENT

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To ensure your photography aligns with your brand, �define its tone and style using these spectrums:

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Tone and Style

CONCRETE

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ABSTRACT

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DEFINE YOUR PHOTOGRAPHY GOALS

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These descriptors help clarify your vision and

set expectations for your team and photographer.

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Other spectrums to consider:

Photojournalistic vs. Conceptual

Natural vs. Stylized

Solutions-Based vs. Problem-Based

Portrait vs. Situational

Candid vs. Staged

A moodboard is a visual reference tool that brings your creative brief to life. It helps align everyone involved in the project, from internal teams to photographers.

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To create a moodboard:

CREATE MOODBOARDS

A moodboard provides clarity and serves as a touchstone throughout�the photography process.

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Collect a variety of sample images �that represent your desired tone, style, and content.

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Organize the images based on themes such as color, composition, or mood.

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Include notes that explain why certain images resonate with �your goals.

Photo Credit: �The Rathkopfs

�These photos are �not for external use. Please contact�the photographer �for licensing.

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MOODBOARD (EXAMPLE)

Real interactions to convey authenticity

Dynamic compositions to show context, place, and environment

Natural lighting to convey warmth and approachability

ETHICAL USE OF AI

AI Guidelines for Photography

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✅ Dos

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• Use for ideating and moodboarding, not final use. Always label generative comps clearly.
• Fix quality (exposure, noise, resolution), not story.
• Use for minor retouching in tools like Photoshop.
• Slight expansion of backgrounds as long as context doesn’t change.
• Blur or redact faces for safety and privacy.
• Use AI to tag, caption (always review for accuracy), and organize libraries.
• Generate or translate alt text and captions for accessibility (always review for accuracy).

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❌ Don’ts

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• Don’t invent people, events, or results.
• Don’t impersonate real people or use AI to circumvent consent.
• Don’t add, remove, or alter elements or backgrounds that change meaning or reinforce stereotypes.
• Don’t present AI composites or heavy edits without clear disclosure.
• Don’t use tools that can’t document training data provenance or license terms.
• Don’t attempt to replicate a specific artist’s work.
• Don’t violate your organization’s AI policy.

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Recommendations �for Finding Photographers

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FIND THE RIGHT PHOTOGRAPHER

The right photographer is more than a skilled artist; they’re �a collaborator who aligns with your mission and values.

• Hyperakt Photographer Collection: Curated over the years by Hyperakt's creative team.
• Hyperakt Photo Directories Collection: Photographer discovery organized in thematic collections.
• Hyperakt Stock Photo Resources: Sources for free, low-cost, and rights managed images.
• Platforms like Instagram or Behance.
• Photographers embedded in or connected to the communities you serve.

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What to Look For

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FIND THE RIGHT PHOTOGRAPHER

Alignment

Does their �portfolio reflect �your organization’s �tone and style?

Flexibility

Are they adaptable �to your project’s needs?

Representation

Do they understand and accurately portray the communities �you serve?

Chemistry

Can you collaborate effectively?

The right photographer is more than a skilled artist; they’re �a collaborator who aligns with your mission and values.

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Availability

Are they open to taking on work, and do they have the bandwidth �to handle this project �on your schedule?

FIND THE RIGHT PHOTOGRAPHER

Photographer �Interview Guide

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QUESTIONS FOR THE PHOTOGRAPHER

• What are your processes for obtaining consent?
• What creative direction do you find most helpful from clients?
• How many photos will I be able to use?
• What are the usage rights for the photos?

BUDGETING

Photography costs vary depending on the photographer’s experience, the complexity of the shoot, and usage rights.

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CUSTOM PHOTOGRAPHY

Since custom photography will require searching for, hiring, and providing creative direction for a photographer, keep in mind that you’ll have to budget for your time and the fees below:

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Here’s a general guide:

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• Per Shoot�$1,500–$10,000+ depending on scope, number of images, and production needs.�
• Additional Costs�May include travel costs, location fees, equipment rentals, and assistant fees.�

BUDGETING

Photography costs vary depending on the photographer’s experience, the complexity of the shoot, and usage rights.

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STOCK PHOTOGRAPHY

Stock photography are pre-made artworks licensed for specific use cases and often provide a budget-friendly alternative to custom work. However, stock photographs will tend to cover more generic topics and will be less differentiated than custom photography created to align specifically with your brand.

Here’s a general guide:

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• Royalty-Free�$10–$200 per image depending on resolution and platform. Note, the same royalty-free images can be purchased by any organization, so there’s no guarantee that others won’t use the same image.

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• Rights-Managed�$200–$2,000 per image depending on usage, exclusivity, and duration.�

CONTRACTS AND AGREEMENTS

A clear contract protects both your organization and �the photographer. Include the following:

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1 Scope of Work

2 Usage Rights

Deliverables, timelines, and responsibilities

Specify how many images will be delivered and where they can be used �(e.g., web, print, global). Agree on exclusivity and duration of rights.

3 Payment Terms

Include deposit requirements and payment schedules.

4 Consent and Releases

Secure agreements for individuals featured in the images.

5 Revisions

Outline policies for edits or reshoots.�A sample contract can streamline this step.

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THE CREATIVE PROCESS

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The photography process unfolds in distinct stages.

Each requires collaboration and clarity:

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1�Discovery & Research

The photographer studies your brief, becoming familiar with your brand and goals.

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Planning�Work with the photographer to �define locations, subjects, and �key moments.

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Ethics and Logistics

Review your organization’s Ethics and Representation policy with the photographer. Discuss if a Photo Release form is needed for subjects’ permission.

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Photoshoot

The photographer captures a �variety of shots, balancing creative exploration with the project’s goals.

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Review and Feedback

Evaluate initial selects, offering �clear, constructive feedback.

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Final Deliverables

Ensure all images are provided in �the agreed-upon formats and meet quality standards.

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Photography carries a deep responsibility to reflect communities authentically and respectfully. Anchor your work in these principles:

ETHICS AND REPRESENTATION

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1�Dignity Over Exploitation

Use asset-based framing, avoiding “poverty porn” or trauma-focused depictions.

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Representation�Reflect the full diversity of the communities you serve, considering race, gender, age, ability, and other identities.

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Cultural Sensitivity

Avoid stereotypes or misrepresentations.

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Consent and Compensation

Always secure explicit �consent and fairly compensate individuals featured in photos.

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Collaborative Relationships

Work with photographers who have connections to the communities they’re capturing.

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COLLABORATION AND COMMUNICATION

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Strong communication

is key to successful photography projects.

• Set Expectations Early: Share your brief and discuss any questions upfront.
• Feedback Best Practices: Provide timely, specific input during reviews.
• Positive Reinforcement: Acknowledge good work to maintain a collaborative atmosphere.

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Mutual respect and clear communication foster �creative success.

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FINAL REVIEW AND LAUNCH

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Before launching your visuals, conduct a thorough review:

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• Image Quality: Ensure all photos meet technical and aesthetic standards.
• Format Compatibility: Confirm files are in the correct formats for their intended use (e.g., JPEG for web, TIFF for print).
• Implementation: Integrate images into platforms or templates and launch campaigns across channels.�

Post-project, offer feedback to your photographer and evaluate success internally.

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ABOUT HYPERAKT

Courageous branding from the inside out

We help nonprofits and foundations find the clarity and confidence they need to claim their place in the world.

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Thanks!

For questions about this guide, contact:

Deroy Peraza, Partner & Creative Director

deroy@hyperakt.com

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hyperakt.com @hyperakt