Photography, video, and motion design are some of the most powerful ways we communicate our message. Our audience learns who we are not just by what we say, but by what we show.
Rather than telling people how to stay safe, we show them.
Our photography should consistently reflect the following qualities:
Honest
Friendly
Everyday
Relatable
Hopeful
Intentional
Natural
Shift is about modeling the right behavior. Every image should reinforce safe, responsible choices.
Show roadway safety done correctly. Avoid shortcuts or behaviors that could be interpreted as unsafe. The goal is to demonstrate what good looks like in a clear and relatable way.
Our visuals should feel unmistakably like Idaho. We represent real communities, not idealized versions of them.
Whenever possible, use real Idahoans in real locations. Prioritize authenticity over polish.
Reflect the full range of people who make up Idaho. Show diversity in age, background, and lifestyle in a way that feels natural and unforced.
Avoid overly posed portraits or scenarios that feel artificial.
The goal is to capture people as they are.
Live action video is a powerful tool for storytelling. It allows us to capture nuance, emotion, and context in ways still imagery cannot.
Focus on authentic experiences. Highlight everyday moments and real decisions that reflect how people navigate Idaho’s roads. Avoid scripts that feel forced or overly polished.
Let Idahoans speak for themselves. First-person perspectives build trust and make the message more relatable and credible.
Show the landscapes, towns, and environments that define our state. From rural highways to small towns and growing cities, the setting should always feel specific and true to place.
Motion design and animation are a core part of SHIFT’s voice. They help communicate information clearly and bring energy to the message. Motion should support understanding, especially when presenting statistics or key information, without overwhelming the viewer.
Movement should feel active and engaging. Use motion to guide attention, create flow, and reinforce key moments. Avoid unnecessary movement that distracts from the message.
Motion should feel polished and intentional. Transitions are smooth, timing is considered, and every movement has a purpose. Texture and fluidity can be used to add depth without creating noise.
Motion should reflect a sense of momentum and forward progress. Elements move with direction and purpose, reinforcing the idea of Shift as an active, ongoing movement.
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