Media
Images and videos are the first ways we can extend our brand’s experiential promise to employees and customers. Media should be bright, full of whitespace, and should embody our brand traits of wisdom, care, and joy.
01
Lifestyle
Do
Tell a story and highlight the car as a character across various times of day.
Utilize whitespace and favor bright images.
Show people engaged in storytelling activities.
Do Not
Utilize stock (unless required by OEM guidelines) or cliched imagery (e.g. person inside car dealership hanging out car window with car key in hand).
Shoot from inside the car, from the back seat.
Use images that are dark, moody, or visually busy.
Image for Creative Direction Only / Imagery Commissions Suggested
02
Community
Do
Showcase real-life communities and activities: Plaza or Wheeler Districts, Downtown, tailgating at a football game, etc.
Style shots that feel accessible, joyful, and full of possibility.
Do Not
Utilize imagery that communicates tension in any way: nothing ominous, scary or risky.
Visually suggest that Bob Moore is “too cool” for Oklahoma or its people.
Image for Creative Direction Only / Imagery Commissions Suggested
03
Product
Do
Follow OEM guidelines for specific brand.
Ensure car is intentionally lit if shot at night.
Retouch images to perfection if original photo shows any flaws.
Do Not
Use low-quality or poorly lit images, including those shot on smartphone.
Show any dust or smudges on car’s interior or exterior.
Image for Creative Direction Only / Imagery Commissions Suggested
04
Environmental
Do
Give visual context that feels distinctly Oklahoman.
Favor images that point toward the sky to indicate possibility and openness.
Utilize filters to provide consistency across locations.
Do Not
Showcase a row of cars in a dealership that feels like stock imagery and could be anywhere.
Showcase cars in busy urban streets or gritty parking lots.
Image for Creative Direction Only / Imagery Commissions Suggested
05
OEM
Each Bob Moore Auto Group Dealership has its own set of guidelines provided by the OEM. These guidelines are available for download on the individual dealership profiles. View those here: Dealership Brand Guides
