Specifications include, but are not limited to: This batch of photos needs to represent 4 main areas: • Our riders • Our company (our people) • Our fleet and equipment • Our services (regular service, ZEB, Flex, Transbay, etc) The concepts all photos must capture: Real/Authentic Depicts the transit environment (inside and out) in ordinary, real moments. Diverse Explores people of all ages, ethnicities, genders (LGBTQ), ethnic backgrounds, income levels and physical abilities. Fun/Spirited Feels optimistic, inspirational, and bright (for example, shot in natural light with people enjoying themselves). The style we are looking for: • Candid, not looking at or interacting with camera. Shots should feel organic, real, and relevant. Avoid stiff poses • Shot in natural light • Polished (no graffiti, dirty locations, trash, etc) • When outdoors, look for intensity and dimension in the sky Photo specifics: • Environments that are easily identifiable are helpful. For example, show colors/parts of seats, fabrics and other finishes that help photos be identified as AC Transit’s buses. Outside, try to incorporate easily identified buildings and locations. • Try to incorporate/highlight our main corporate colors/palette when possible (PMS 341, 360, 185 and grey and black would be the main ones). • Be aware of compliance issues (uniforms, footwear, visible safety requirements, no drinking, etc. • Try to incorporate clear space where copy may be placed. • All photos showing people’s faces must have signed photo releases. • Web usage often requires horizontal photos, preferably with plenty of extra room for cropping