She-285963-Sheraton Photography Style Guide PDF

Sheraton
Photography
Spring 2019
The Art of Gathering
2
Photography Foundations
8
Lifestyle Photography
21
Architectural Photography
35
Brand Voice SHERATON PHOTOGRAPHY
The Art
of Gathering
Our Unique POV on Photography No hotel enables, supports or enhances gathering
better than Sheraton.
Whether it’s working, stopping in for cocktails, having a

meal or connecting for a quick chat, Sheraton is the place for
guests to gather, either together or alone, amongst others.
Every choice we make – design, services, amenities,

associate training, partnerships – is in service to fostering
those shared moments. And we want our photography
approach to highlight these efforts and intentions.
And to celebrate the Art of Gathering that only Sheraton can

provide, in a unique and elevated way.
2
Our Creative Filter
Warm Diverse Active

Inviting Inclusive Energetic
Open Worldly Magnetic
3
What We Shoot
Purposeful, Authentic Collective Diversity of

personal and moments of energy of small backgrounds,
professional gathering, both groups of people genders, ages
gatherings on-property alone together and geography
and off in a space
4
The Vibe of
Sheraton Gathering
Public spaces should convey a gentle hum of activity without ever being frenetic.
They are places where it would be possible to sit and work alone. Even if people
aren’t shown, the objects should suggest the presence of a group of people.
Gatherings are casual and upbeat, but purposeful. Relaxed, without being laid
back. Positive, without necessarily looking overjoyed.
Every gathering should show people "being" in the space and/or moving
through it.
Professional gatherings should convey a focused energy – a singular point of

focus for the people in the group, engaged faces and body language.
Personal gatherings should avoid people dressed in "tourist garb" or looking like
they’re meeting in the lobby to leave. They should be enjoying F&B offerings in the
public spaces or relaxing "alone together."
5
From Within From Afar

Feel like you are part of Feel welcome to walk right in
the space
How It Looks Those Around You

Warm, diverse and active, with Authentically enjoying the space
high contrast for a premium feel
Inviting to all, but with a hint of glamour
Framed to evoke a sense of

inviting and belonging
6
Guardrails Is Meeting a friend for conversation,

a quick drink and appetizers
Purposeful, Working alone or together with a small

group, amongst others
personal and
Mix of guests: locals and travelers
professional,
gatherings
Is Not
Dancing
Partying
Uniform type of guests: all there to

party, all there to work, all there to drink
7
Photography
Foundations
Overview of Visual Principles
8
Sheraton is uniquely about people from all over the world and from all walks of life
Gathering POV gathering. Our photography should capture the joy and energy Sheraton fosters
when the world comes together. Our pictures are never apathetic or cold. We
use interesting and dynamic angles to capture the candid actions and authentic
interactions between guests to create a sense of inviting and belonging. Never
cheap or cheesy, Sheraton photography is always warm, premium and with a
touch of glamour.
9
Gathering POV
Our photography activates our unique
proposition: creating spaces designed for
people to gather the way they desire
Highlight how our spaces inspire dialogue

between guests and with us
Capture lively interactions that create a

sense of energy and welcoming
Capture the collective energy of shared

spaces full of groups and individuals
10
Lighting
Our unique look is created by a combination of warm, natural lighting and a
strobe on primary subjects to create a sense of welcoming and comfort with
a hint of glamour. We use light to instill energy and warmth and to create a
sense of activeness. Light should feel natural and comfortable to illustrate an
environment that is welcoming to all guests. When light reflects off a metallic
surface, it creates a sheen that gives the images a premium feel.
11
Lighting
Our unique look is created using natural
lighting in combination with a strobe to
highlight primary subjects
Overall lighting should feel natural and

authentic to subject matter/location
A pop of strobe creates high contrast for

a premium and aspirational feel
Lighting should add warmth to the images
12
Color
Color plays an important role in differentiating Sheraton photography from
other hospitality brands. Our look is bathed in golden hues, with splashes of
highlights from metallic and reflective surfaces. A strong presence of brights
and darks anchors the imagery and allows for a warm mid-range. The overall
warm temperature range of our photography plays a dual role: creating a
comfortable sense of welcoming, and visually supporting the energy of the
Sheraton brand.
13
Color
Our overall color is warm and honey hued,
anchored by contrasting darks and lights
for balance and a premium look
Whites and blacks are also on the warm

side, but less so than the mid-range to
provide depth and balance
14
Welcoming
We use composition to welcome the viewer into the image the same way we
welcome our guests into our spaces. Our composition principle centers around
people gathering, composed in a way that draws the viewer into the frame. This
way, we can be humanity focused through interaction and invitation. We use
Composition dynamic angles and perspectives to create shots that feel effortless and natural.
15
Welcoming Composition
Shoot between people to create active,
energetic imagery
Capture layers of action/interaction with

depth of field
Frame images with people to draw the

viewer in
16
Casting
The cast should be ethnically and culturally diverse to help reflect the global
nature of the Sheraton brand. A balance of guests is optimal – business
professionals, locals and leisure travelers in a range of ages and ethnicities.
When possible, consider including shots that capture more than one of these
groups together to demonstrate how our spaces are a place for everyone.
17
Casting
Always have a diverse cast that represents
travelers from different cultural and ethnic
backgrounds worldwide
Cast should look like everyday people, real

and relatable, not perfect fashion models
Always include various age groups and

individuals in different stages of their
lives/careers
Cast should have a balance of genders
18
Wardrobe
Our wardrobe doesn’t just establish how Sheraton guests look, but also who our guests are.
They are a diverse group of people from different ethnic backgrounds, but also from diverse
cultural and professional backgrounds. We utilize our wardrobe to show a variety of styles that
cue geographic and cultural differences, more so than a brand typically would. But, of course,
the whole must be on-brand, with an aspirational, premium look. By avoiding homogeneity,
we signal that Sheraton is welcoming to all that walk through our doors.
19
Wardrobe Styling should look clean, modern and

stylish, not overly dressy
Pops of color through clothing or

accessories add interest and reveal the
personalities of our guests
Incorporate metal accessories to add a

touch of glamour
Consider a variety of prints and textures

that add dimension but do not distract
A mix of different styles suggests the

intermingling of guests of varying careers
and walks of life
Attire should be seasonally undefined so

as not to signal specific location or climate
20
Lifestyle
Photography
Principles in Action
21
Public Spaces
As the World’s Gathering Experience, it’s important for Sheraton’s public
spaces to be full of like-minded people, purposefully gathering and enjoying
the space. While focused on working and meeting, the energy is inviting and
warm. People appear at ease. Where appropriate, celebrate the multipurpose
public spaces that offer F&B, cozy areas for work, informal meetings and
productivity. To help achieve both our strategic and executional goals with
the Art of Gathering, celebrate decor accents, especially metallics and local
art/influences.
22
Public Spaces
Capture images of the public areas
well populated with a mix of individuals
and groups, alone together, within the space
Take wide shots to capture both the entire

scene and different types of gatherings
23
Working
To appeal to our business traveler core target, our work photography
celebrates the places and spaces Sheraton provides for working
alone, surrounded by others, or for coming together with colleagues,
both in public spaces and breakout rooms.
24
Working
Capture images of the work areas
and groups, alone together
Take wide shots to capture the entire

Be sure to show a range of professional

props, including laptops, mobile devices,
tablets, notebooks, newspapers, etc.
25
F&B in Lifestyle
At Sheraton, food and beverage is not just for sustenance – it is a reason to
gather. Food and beverage should be authentically integrated into what
the Team Player is doing. When food and beverage is present, celebrate
Sheraton’s workable food ethos, showcasing local menu items that are
sophisticated, yet familiar, inspired yet practical, and easy to consume/
shareable during the process of working or meeting. Drinks should look
casual and intuitive.
26
F&B in Lifestyle
Food is not the focus of the shot, but rather
a catalyst for gathering
Food should be neat to eat – not messy –

and easy to carry and handle
Focus on one area of interest (couple, a

table of guests, etc.) while capturing the
energy of the space in the background
For global coverage, capture F&B images

with and without alcoholic options or have
all beverages be indistinguishable as to
whether or not they are alcoholic
27
F&B in Studio
Approaching each plate a few ways Framing/angle for food celebration shots
Selections should be shot a few ways for maximum Top down view has the ability to showcase gathering
content/flexibility – to celebrate the food in/on the dish through a range of plates, and angles provide the
beautifully, in the context of being enjoyed, and with opportunity to imply a sense of place
a hint of humanity to portray the sense that the food is
for consumption
28
F&B in Studio
Hint of glamour To work in concert with our other lifestyle

In terms of glamour, elements like gold/brass utensils, photography shots
matte or muted gray dishware, and white or black Incorporating utensils helps if the composition allows, done in a way
marble surfaces should be considered to elevate more that’s not messy. Imperfection of food is also important. Make sure the
common dishes. When possible, include modern, colorful food is beautifully presented without having it look too perfect/staged.
garnishes that are minimal and purposeful.
29
Principles in Action – F&B in Studio
30
Guest Rooms
Our approach to shooting Sheraton guest rooms is to create a feel of
invitation and warmth — a comfortable space that inspires a sense
of belonging. Natural light and high contrast create a premium yet
pleasant feel. Showing guests working and being productive aligns
with Sheraton’s brand strategy.
31
Guest Rooms Use natural light to make rooms feel warm,

inviting and comfortable
Stage guest rooms with furniture that has

metallic finishings to add a touch of glamour
High contrast makes rooms feel premium
Styling should feel easy and not too perfect
Style room with business-work-related objects

such as laptops and smartphones
Showing guests working aligns with Sheraton’s

primary consumer target – business travelers
Showing an empty room is not a part of

Sheraton’s photography approach
32
Outside the Hotel

Honoring Sheraton’s roots at the heart of community, we
capture and celebrate gatherings off-property as well.
33
Outside the Hotel

Capture images of the public areas
and groups, alone together
Take wide shots to capture the entire

34
Architectural
Photography
This section is designed to provide those within Sheraton, as well as our
Principles in Action partners and agencies, with an understanding of how to apply the brand
Visual Principles to Sheraton property architectural photography.
Our brand image represents everything we do – from the way we speak

about ourselves, to how we deliver the guest experience, to the way we
look. Consistent visual and verbal messages are critical to maintaining our
powerful and trusted global brand.
If you have any questions about your property photography production

or this style guide, please contact your Regional Photo Coordinator, Field
Marketing Manager or photography@marriott.com.
35
Objective / Style
Sheraton photography supports the brand positioning and whenever possible should include :
· Rich still-life shots with a sense of place that bring to life the types of experiences
the guest could expect on-property
· Environmental and architectural shots that capture the essence of spaces and designs
that deliver on the promise of providing guests opportunities to experience new things
The images should capture the most unique and beautiful spaces of the property with the
most inspiring views. Above and beyond just showing the space, each photo should have an
emotional and aspirational impact.
Architectural images should feel open, premium and alluring. Spaces should feel warm and
inviting – never gloomy, pessimistic or cluttered.
All imagery should feel authentic and honest, and should embody the Sheraton brand.
There are also many opportunities to differentiate a hotel and highlight its outstanding offerings.
Though part of the larger Sheraton family, each hotel offers its own unique amenities, such as
objects or art on display, distinctive seating and gathering areas, or cafés.
Photography should tell the story of the hotel and each of its spaces.
If budget and timing permit, in addition to photographing the property itself, it may be possible
to achieve greater emotional and aspirational impact by photographing surrounding or nearby
unique landscapes, cultural destinations or landmarks.
A photo production can be costly, so it’s important to get it right. Take maximum advantage of
having a photography team on-site and consider all your photo needs, including ecommerce
for Marriott.com, and sales and marketing, as well as social media.
36
Photography for Marriott.com
Property architectural photography must be replaced upon renovation or new company

initiatives. A property will also require new photography due to aged photography or a failed
compliance audit.
Sheraton property photography is used to market and sell all key marketing spaces.
This photography style guide has recently been updated to include the latest requirements for
Marriott.com, including Enhanced Reservation Solution (ERS) information (see pages 42-43).
Authentic, high-quality photography increases bookings and upsells. Guests use imagery to
determine the quality of a hotel, and they make booking decisions based on what they see.
Conversely, poor photography can lead to a negative perception.
This is why professional photography using the latest lighting, styling direction and technology
is one of the most versatile investments you can make. Metrics show that it wins bookings,
promotes brand awareness, builds trust and communicates a positive impression of the brand.
An architectural photo shoot focuses on the architecture, interior and exterior design features
of a property. This requires the trained eye of a professional architectural photographer and an
allocated budget that reflects its importance.
37
Brand-Approved Photographers
Sheraton brand photo standards are unique and cannot be handled by all photographers.
Rather than engaging a local or non-approved photographer, Sheraton strongly advises
booking only brand-approved photographers. This will greatly reduce the risk of having
many or all of the photographs denied for acceptance into the Marriott Asset Library and/or
for Marriott.com
Find the latest brand-approved photographer list on MGS:
https://mgscloud.marriott.com/common/sales-mktg-and-revmgmt/marketing/
photography/photographer-program/
or contact your Regional Photo Coordinator or Field Marketing Manager for assistance.
In order for the photo shoot to be optimally successful, we recommend that the GM and
DOSM or other senior property associate responsible for the photo production participate in a
preproduction briefing with the Sheraton Brand Photo Producer and the photographer.
This call will be set up by the Regional Photo Coordinator or Field Marketing Manager.
38
Sheraton Architectural Visual Principles
Light and Color Depth of Field

· No matter the time of day, the overall feeling should be natural in both color and · The depth of field should give the impression of a large, comfortable space
light, creating a bright and inviting feeling, warm but not too yellow. that is inviting.
· Capture authentic compositions with daylight, whenever possible. · A shallow depth of field works well for details or vignettes within a large space.
· Color should feel authentic with a slight boost in saturation for a premium look.
Minimal Styling
· Avoid even lighting and spot lighting.
· All props should be appropriate to the brand, not added in to clutter the image.
· Any photographic lighting should feel natural and blend with the existing light
· Styling should be used to make the existing space look sophisticated,
in the space.
contemporary and clean, the essence of brand-appropriate design.
· Capture exposures for detail from highlights to shadow areas to composite
· To elevate a space, consider props with metallic elements or finishes to create
in postproduction.
a shine whenever possible.
· Boost contrast a bit to anchor the overall warmth
· Props are to be used to enhance a space.
Perspective and Point of View · Props should have a timeless quality.
· Camera height should feel like it’s at about the eye level of the viewer. · The space should speak for itself.
· Obstructions in the foreground should be avoided so that nothing appears
Botanicals
hidden or obscured.
· Botanicals should appear consistent with brand standards, use appropriate
· No dutching or tilting the camera.
colors and arrangements, and offer a variety of slightly different shapes.
· Wide-angle lens distortion should be corrected. If you're unable to correct
· It is advisable to arrange multiple options for use in different locations.
the distortion, the lens is too wide.
· Containers should be consistent with brand standards, with appropriate scaling
for their location.
· Do not select ornate or overly decorative containers. Use natural materials like
glass, concrete, stone, metal or wood (do not use terra-cotta).
· See page 65 for more details.
39
Sheraton Architectural Photography Principles
Light and Color Photographic Lighting Color Contrast

No matter the time of day, the overall feeling should be natural in Any photographic lighting should feel natural and blend with the Color should feel authentic with a slight boost of contrast for a
both color and light, creating a bright and inviting feeling, warm but existing light in the space. premium look.
not too yellow. Always use daylight whenever possible.
Composition Depth of Field Styling

Employ dynamic angles and perspectives to capture compositions The depth of field should give the impression of a large, Styling should be used to make the existing space look
that feel effortless and natural. comfortable space that is inviting. sophisticated, contemporary and clean, the essence of brand-
appropriate design. Add props with metallic elements or finishes to
create a shine when possible.
40
Creating a Shot List
A photo production can be costly, so it’s important to get it right.

Take maximum advantage of having a photography team on-site, and consider all your
photo needs, including ecommerce for Marriott.com, and sales and marketing, as well
as social media.
Contact your Regional Photo Coordinator or Field Marketing Manager for assistance.
41
Sheraton Architectural Shot List
Required photos: Guest room photos based on ERS requirements

All hotels should include these basic architectural images in their HWS photo gallery: Identify each bed type sold online
· Hotel Exterior · King
· Lobby (not just the Front Desk) Wide shot, Comfortable seating, Co-working areas · Queen/Queen
· Sheraton Club: Wide shot, Comfortable seating, Co-working areas · Double/Double
· Restaurants
Identify accommodation types sold online
· Bars
· Guest Rooms
· Grab & Go / Lobby Cafe
· Suites
· Fitness Center
· Villas
· Spa
· Pool Identify each bathroom type
· Meeting Spaces · Bath/Shower Combo
· Ballrooms · Separate Shower and Bathtub
· Pre-function Areas · Walk-in Shower
· Boardrooms · ADA Bathrooms: roll-in shower, transfer shower and grab-bar bathtub
· Auditorium Identify Potential Attributes*
· Outdoor Spaces/Patios (These are examples of possible room pool attributes)
· Concierge / Executive Lounge Access / Balconies (Full or Standing)
Required, if offered
· Corner rooms
· Wedding Venues
· Sofabeds
· Golf Courses
· Views (monetizable or part of a room pool name)
· Tennis Courts
· Kitchenettes
· Beaches
· Murphy Beds
Recommended · Mini Refrigerators (if not a standard in all rooms)
· Historical or design details. · Patio / Outdoor Space / Lanai / Terrace
· Attractive grounds, courtyards and verandas. Local area attractions. · Unique features that differentiate a group of rooms
If appropriate, room types can share bathroom or room amenity photos.
The ADA bathroom photo should be included in the corresponding room pool code.
42
Enhanced Reservation Solution (ERS)
ERS, Enhanced Reservation Solution, will allow guests more control and flexibility at • King
time of booking. • Queen/Queen
By reevaluating your hotel’s room inventory, determining all the unique room • Double/Double
“attributes” (room features), identifying each room pool code and then illustrating them Identify accommodation types sold online
with new room photography, our guests will be able to see what they are purchasing.
• Guest rooms
Hotels have pre-work and job aids that will help determine their shot list. • Suites
ERS Shot List Guidelines: • Villas
https://mgscloud.marriott.com/common/sales-mktg-and-rev-mgmt/reservations-
strategy/photography.html Identify each bathroom type
Follow this process to identify new revenue streams / room pool codes and to create a • Bath/shower combo
complete and accurate guest room shot list meeting all ERS requirements. • Separate shower and bathtub
When considering whether you need a photo of a specific feature or attribute, this is the • Walk-in shower
fundamental principle to follow: If the attribute is a guaranteed feature in the reservation • ADA bathrooms: roll-in shower, transfer shower and grab-bar bathtub
process – SHOOT IT!
Identify Potential Attributes
(These are examples of possible room pool attributes that diffentiate a group of rooms)
ERS Shot List Example Concierge / Executive Lounge Access
Identify each bed type sold online Balconies (Full or Standing)
• Corner rooms
• Sofabeds
• Views (monetizable or part of a room pool name)
• Kitchenettes
• Murphy beds
• Mini Refrigerators (if not a standard in all rooms)
• Patio / Outdoor space / Lanai / Terrace
• Unique features that differentiate a group of rooms
43
Architecture – Hotel Exterior
Capture the view that the guest will experience. Scout to determine how best to highlight the
property in the context of its surroundings.
· Be sure to capture the overall expanse of the property to capture the hotel’s sense of place,
whenever possible.
· To take advantage of the light, shoot early in the day and/or in the early evening.
· If possible, shoot in both horizontal and vertical formats.
· If possible, capture the hotel exterior including the full Sheraton logo.
DO NOT
· DO NOT include façades in shadow or allow lighting that is harsh or uninviting.
· DO NOT shoot when everything is evenly lit.
· DO NOT include people, cars or parking lots in shots.
· DO NOT take lifestyle shots.
· DO NOT shoot at night.
44
Architecture – Lobby
· Utilize lighting to enhance an effortless, open feeling, and draw the viewer in.
· Use perspective to give the lobby depth and dimension.
· Remove marketing collateral, welcome floor mats, rubbish bins, etc.
· Use decorative props and brand botanicals to elevate and enhance the space.
Suggested Shots
· Wide shot of the space (avoiding wide-angle lens distortion)
· Tighter shot(s) of cozy sitting areas
· Work areas with outlets
· Unique design element(s)
· Capture daytime and evening shots
DO NOT
· DO NOT focus only on the reception desk.
· DO NOT include guests in shots.
· DO NOT over-prop.
Suggested Shots – Social (Shallow Depth of Field)

· Portrait of a doorman / community manager to illustrate the arrival experience
· Portrait of an associate at check-in to illustrate the check-in or arrival experience
· Lightly propped communal worktable as if someone is set up to work
45
Architecture – Guest Rooms
· Photograph guest rooms as they are when guests check in.

· Photograph the bed consistent with Sheraton guidelines.
· If present, bed skirts must be wrinkle-free and reach the floor.
· Turn lamps on, but soften any harsh shadows they create in postproduction.
· All visible televisions, monitors and screens should be turned off.
Suggested Shots
· Tighter shot(s) of cozy sitting area
· Practical desk with outlets
DO NOT
·D
O NOT place collateral items / promotional materials in the room, as they clutter the space and can
easily date a photo.
· DO NOT show plastic cups or packaging.
·D
O NOT add personal effects or other props (botanicals, food, champagne, fruit bowls, etc.). If an item is
not present when a guest first enters a room, it should not be added as a prop.
· DO NOT shoot televisions as a prominent part of any scene.
· DO NOT shoot turndown service.
·D
O NOT lean pillows against headboard. Pillows must be arranged in accordance with the
Sheraton guidelines.
Suggested Shots – Social (Shallow Depth of Field)

· Vignette of turndown service
· Handbag, glasses, phone and keycard on table or bed
· Continental breakfast tray on table or slept-in bed
· Workstation setup on desk
46
Architecture – Suites
uites are an essential component of the brand’s image portfolio. Suite photography is required and
S
should follow the same basic guidelines as guest room photography.
Keep shots simple and uncluttered while highlighting the unique qualities of each suite, such as
design, outdoor spaces or memorable views.
· Each individual room/space in a suite should be shot.
· Each room should appear exactly as a guest would experience it upon arrival.
· If present, bed skirts must be wrinkle-free and reach the floor.
· Turn lights on to create a comfortable, inviting feeling and draw the viewer in.
· Use perspective to give the suite depth and dimension.
· Throw pillows should always be styled correctly. Show 2–4 pillows for 3-seat sofas, 2 pillows for
2-seat sofas or 1 pillow of appropriate scale and proportion for lounge chairs. Throw pillows should
always rest on their flat side, as opposed to on their pointed end.
DO NOT
· DO NOT place collateral items / promotional materials in the room as they clutter the space
and can easily date a photo.
· DO NOT show plastic cups or packaging.
· DO NOT add personal effects or other props. If an item is not present when a guest first
enters a room, it should not be added as a prop.
· DO NOT add props (flowers, food, champagne, fruit bowls, etc.).
· DO NOT shoot televisions as a prominent part of any scene.
· DO NOT lean pillows against headboard. Pillows must be arranged in accordance with
the Sheraton guidelines.
· DO NOT shoot turndown service.
47
Architecture – Guest Bathrooms
Guest room bathroom photography should highlight the modern, elevated style and
illustrate the ample, pristine space.
· Shoot the entire bathroom whenever possible.
· An image of a clean shower and showerhead with curtain or spotless glass door accents
the brand style.
· Be sure to include all the product amenities.
· Towels should be white and fluffy, and neatly folded/hung.
· Remove any marketing material, rubbish bins, plastic cups and packaging.
DO NOT
· DO NOT use awkward angles.
· DO NOT take photographs that focus on the toilet or bidet.
· DO NOT show hair dryers or rubbish bins.
· DO NOT place too many towels in the scene.
· DO NOT hang towels or bathrobes on hooks.
· DO NOT show water running from faucets/showers.
· DO NOT show bathtubs full of water.
· DO NOT show marketing collateral, plastic cups or packaging.
· DO NOT show any amenities or products that are not brand standard.
48
Architecture – Guest Room Prep Checklist
With guest room photography, preparation is paramount.
Clean the windows, inside and out if possible.

Ensure that curtains and drapes hang evenly on both sides of the window and that pleats
are straight and evenly spaced. Hand iron.
Place any cushions correctly per brand standard.
NO flowers, fruit, drinks, baskets, bathrobe or suitcase should be displayed UNLESS these
things are offered and displayed for every guest.
No trash bin, no hanging bathrobe, no hair dryer.
Use pad/pen, magazines or books that are already in the room to break up empty surfaces.
Clear surfaces and room of marketing collateral and copyrighted materials.
Bulbs must all be of same brand, type and wattage. Avoid cold LED lights. Warm
incandescent bulbs are preferred.
No props or paper on bedding.
If there is a bed skirt, it should touch the floor evenly and be wrinkle-free.
Bedding should be handironed, clean and never wrinkled.
Pillows should be appropriate for bed size and should be stacked.
Remove cords from telephone, desks and lamps so they are not visible.
Vacuum rug all in one direction. You can also use a large window squeegee
to even the carpet pile.
All surfaces must be clean and spotless.
49
Architecture – Sheraton Club
Sheraton Club lounges are elevated spaces that raise brand value and speak to premium travelers
seeking an upscale stay.
Keep shots simple and uncluttered while highlighting the unique qualities of each lounge, such as
inspiring views, effortless experiences and semiprivate spaces.
· Capture the ambience and view framed by the interior architecture and furnishings.
· Use the window as a backdrop to a stylish seating vignette.
· Rearrange and/or edit the furniture and decor if needed.
·P
rops, such as candles, lamps, pillows, coffee-table books, decorative bowls and vases, or hotel-
provided linens and tableware, may be used to enhance the space.
· Use on-brand botanicals as well.
·D
etermine the best time of day to shoot the room; consider times when daylight is ideal for the space, or
whenever lighting of the outside view is best, such as at dusk.
Suggested Shots
· Tighter shot(s) of cozy sitting areas
· Community work areas with outlets
· Buffet setups as part of a wide shot
· Unique design element(s)
· Daytime and evening shots
DO NOT
· DO NOT over-prop or add personal effects.
· DO NOT show televisions or monitors turned on.
· DO NOT show people in shots.
· DO NOT shoot plated F&B setups as part of an architectural shot.
50
Architecture – Food & Beverage Venues
F&B venues are essential components of the brand’s image portfolio.

· Highlight the unique features of each venue, including views.
· Create the impression of a large, well-lit space.
· Shoot each of the F&B venues.
·S
ince these spaces are filled with tables and repetitive objects, keep styling to a minimum. Remove
tables or settings to simplify, if needed.
· Set tables simply, using the best china, linen and flatware.
· Remove all tent cards, paper menus, condiments, specials lists, collateral, paperware and clutter.
DO NOT
·D
O NOT show people, including associates, in shots.
Suggested Shot – Social (Shallow Depth of Field)

Signature F&B shots
51
Architecture – Food & Beverage Venues
52
Architecture – Grab & Go/Cafe
Showcase the atmosphere of interaction and communication that welcomes guests into the
Grab & Go/Cafe area. The spaces can be difficult to capture, so keep shots simple and clean,
while shooting to make the areas look bright, inviting and intimate.
If it is named Link Cafe, the signage should not be included in the photograph.
· Rearrange the furniture and decor for the best composition.
· Remove any collateral or newspapers.
· Food and drink shelves should be full, and the food should look appetizing.
· Product shelves should be organized nicely.
· Turn off televisions.
· Avoid monitors and all electrical wiring.
· The foreground should be clear of obstructions, such as walls, plants, etc.
· Determine the best time of day to shoot the room if using daylight.
· The space should appear bright and airy.
· The overall feel should be warm (not yellow) and inviting.
DO NOT
·D O NOT show Link Cafe signage.
· DO NOT over-prop or add personal effects.
· DO NOT show televisions turned on.
· DO NOT show people, including associates, in shots.
Starbucks Photo Approval

Properties should submit their photos of on-property Starbucks® coffee shops as well as any photos that
have Starbucks products prominently displayed to lsmarketing@starbucks.com for approval before
uploading them to MDAM and Marriott.com.
Third-Party Products & Branding

Shoot third-party items from far enough away so that product labels are not prominent.
Third-party products should not be the primary focus of any shot.
53
Architecture – Sheraton Fitness
Sheraton Fitness spaces may sometimes be difficult to capture, so keep shots simple and clean.
Consider multiple shots to fully illustrate all of the offerings.
· Show the range of equipment offered.
· Stock and arrange towel and water station.
· Remove any temporary signage.
· If necessary, remove equipment to limit clutter and improve composition.
· F or variety, if possible, photograph more than just the equipment. Try to capture any signature design
elements, such as entry areas, artwork walls or views. These elements are best displayed when seen
within the context of the space.
DO NOT
·D O NOT make posters the primary point of focus.
·D O NOT capture any references to the Core Performance trademark. This includes entry signage,
posters and the signature artwork wall.
· DO NOT include a lifestyle setup in an architectural shot.
Suggested Shot – Social (shallow depth of field)

Tight shot of a lifestyle moment with light propping – water bottle, towel, phone by floor
mat or bench, etc.
54
Architecture – Spa
Spa images should highlight the overall space and capture the amenities and treatments the spa offers.
· Lighting should be calming.
· Symmetrical shots work well to give a sense of balance and calmness.
· Remove all marketing collateral and signage.
DO NOT
·D O NOT show people in the spa or in mid-treatment.
· DO NOT photograph associates.
· DO NOT over-prop with botanical or treatment products.
55
Architecture – Pool
Focus on the pool surface and the sky or ceiling to show the space both overall and in
the context of its environment.
· Keep propping and styling uniform and to a minimum.
· Remove any marketing collateral and temporary signage.
· Pool towels used in propping should look new and soft.
· Shoot when the pool is lit by the sun, not when it looks cold.
· Shots taken at dusk can lend drama to urban pool settings.
· The pool should be pristinely clean and in full working condition.
DO NOT
·D
O NOT over-prop.
· DO NOT shoot the pool in shadow.
· DO NOT show any water splatters or footprints.
· DO NOT show food or drinks in shots.
Suggested Shot – Social (Shallow Depth of Field)

Tight shot of a lifestyle moment with light propping – towel, magazine, sunglasses, summer drinks, etc.
56
Architecture – Event Spaces: Pre-Function, Ballroom & Meeting Space
Show off the many features that the space has to offer, keeping it elevated and elegant.
Capturing the room itself, not just the setups, will convey the attractive qualities of the entire
space and its surroundings.
· Keep setups simple and minimal to convey taste and effortlessness.
· Show fewer place settings than would typically be used, to avoid a sea of tables and chairs, and
allow room for the eye to move through the shot.
· Size centerpieces appropriately for the tables.
· Focus either on conveying the space or on highlighting the table settings, not on both at once.
· F&B setups like bars and buffets should be styled and camera ready.
· Hide any A/V equipment and cords.
DO NOT
· DO NOT over-prop or clutter F&B setups like bars and buffets.
· DO NOT show plated food or drinks in architectural shots.
57
Architecture – Event Spaces: Pre-Function, Ballroom and Meeting Space
58
Architecture – Event Spaces: Boardroom and Co-working Space
· Shoot to make the room look bright, inviting and expansive.

· Ensure that all surfaces are clean and polished.
· Present water only in glass bottles or silver pitchers, placed appropriately, and place an empty
glass at each setting.
· If possible, take multiple shots of the variety of setups available in the space.
· F&B setups like bars and buffets should be styled and camera ready.
· Hide any A/V equipment and cords.
DO NOT
· DO NOT show projectors or projections.
· DO NOT show televisions turned on.
· DO NOT show product logos on beverage bottles.
· DO NOT over-prop or clutter F&B setups like bars and buffets.
59
Architecture – Wedding Venues
Highlight the effortless quality of your hotel’s event venues.

· Shoot outdoor settings in early morning or early evening for the best light.
· Avoid evenly lit shots.
· Capture views of the beach, water and landscape surrounding the setting, if applicable.
· Avoid overly dramatic skies that detract from the setup.
· Feature the details that make the setting unique to the property.
DO NOT
· DO NOT use harsh light or shadows in ceremony setups.
· DO NOT include people, including associates, in shots.
60
Architecture – Golf Courses / Tennis Courts / Beaches
Shoot any sports facilities in the context of their overall space.

· Capture any views or authentic, native-landscape elements.
· Shoot only when the facility is at its best – not off-season or when it is being maintained.
· For beaches and golf courses, make sure that the sand has been raked and is clean.
· Beach furniture should be arranged in a simple, pleasing composition.
· Outdoor furniture of poor quality should be removed and should not be shot.
DO NOT
· DO NOT photograph golf carts.
· DO NOT include a lifestyle setup in an architectural or landscape shot.
61
Architecture – Design Details
Capture unique design elements, including architectural flourishes, doorknobs, medallions, artwork,
monograms, stained glass or any handcrafted details, which can instantly illustrate the spirit of the
brand or property, and highlight any distinct touches of the locality.
· Highlight unique objects and spaces.
· Capture a range of tactile impressions, from the soft warmth of linens or textiles to the hard, cool feel
of hand-polished stone or metal finishes.
· Focus attention on the detail that goes into the finishes and choice of lush materials.
· Photograph exterior details with special attention to the time of day that will give the best tone
using daylight.
· The focus should be shallow to medium depth of field.
DO NOT
· DO NOT use lighting that creates stark contrast.
62
Architecture Surroundings – Views from Property
Views from hotel spaces capture the experience and allure of a property's immediate surroundings,
including landscapes, cultural destinations and landmarks.
· Images should be framed in an authentic way.
· Views through windows should feel realistic and not Photoshopped into the window frame.
· Avoid overly dramatic skies that dominate the photo.
· Images should be unique and interesting, as opposed to mass-market and popular.
· If a beach is visible, make sure that the sand has been raked and is clean.
· Beach and pool furniture should be arranged in a simple, pleasing composition.
· Outdoor furniture of poor quality should be removed and should not be shot.
DO NOT
· DO NOT take obvious or clichéd shots that could look like a generic postcard.
· DO NOT Photoshop in inauthentic views.
· DO NOT feature people, including associates, in the shots.
63
Architecture Surroundings – Off-Property
Photographing the local or regional areas around or near the hotel can associate your property with
unique and local landmarks and destinations. This additional off-property photography is intended
to achieve a greater emotional and aspirational impact than simply showcasing the hotel’s spaces.
· Photography should capture elements unique or iconic to the particular landscape or destination
(as opposed to a generic landscape that could exist anywhere).
· Shoot outdoor settings in the early morning or early evening for the best light.
· Aerial photography should be taken from a close enough distance that location details
remain recognizable.
· Avoid overly dramatic skies that dominate the photo.
· Recognizable people must sign an MI Talent Release.
DO NOT
· DO NOT shoot surroundings without highlighting the unique qualities of the location.
· DO NOT take obvious or clichéd shots that could look like a generic postcard.
· DO NOT feature people in the shots.
Special Note Regarding Usage Rights

Because our photography is being used commercially, all identifiable people, as well as some
national landmarks, public buildings, private property, artwork, etc., will require usage rights
releases. (See page 68 for a link to Marriott releases.)
64
Architecture – Botanicals
In general, Sheraton’s garden-inspired botanicals should be modern arrangements of traditional

flowers and should be structured, but not perfectly.
Arrangements should be natural and organic rather than overly manicured, expressing a natural
ease that is neither over-thought nor overchoreographed.
· Botanicals must be placed with impeccable taste and must be consistent with those found in the
hotel by a guest, stay consistent with brand colors and arrangements, and offer a good variety of
slightly different shapes.
· Simple arrangements work best.
· Containers should have simple geometric shapes, rather than being ornate or overly decorative,
and be made of natural materials like glass, concrete, stone, metal or wood (do not use terra-cotta).
· Multiple-container arrangements may include two or three containers of mixed flowers and/or
branches, but such arrangements must use similar containers.
· It is advisable to arrange multiple options for use in different locations.
DO NOT
· DO NOT use artificial materials or showy arrangements, often provided by florists.
· DO NOT arrange botanicals using a wide variety of materials.
· DO NOT arrange botanicals using a wide spectrum of colors.
· DO NOT use ornate or overly decorative containers.
65
Sheraton Architectural Photography to Avoid
Styling Public Spaces Styling Bathrooms for Marriott.com Styling Guest Rooms for Marriott.com
Props and botanicals are used to enhance a space. They should Avoid overselling guest bathrooms with props, botanicals and F&B Avoid overselling guest rooms with props, botanicals and F&B that
never become the focal point. that aren’t typically in the room when guests check in. aren’t typically in the room when guests check in.
Photographic Lighting Lighting Wide-Angle Lens Distortion

If you can’t blend your photographic lighting with the in-room and Avoid light sources that create hot spots on lampshades, If you can’t correct distortion in postproduction, your lens
window light in postproduction, you’ve overlit. walls and ceilings. is too wide.
66
Architecture – Postproduction Combining Exposures
Architectural photography for Marriott.com should be considered product photography. It

should meet specific objectives as described in the previous pages, while retaining as many of
the Visual Principles as possible to align it visually with the overall brand marketing strategy.
Lighting and color (handled via color correction/retouching) have the most impact on the look
while still allowing for an image that is descriptive and focused on room details.
Multiple exposures for layering should be used to capture a range of detail in both the highlights
and the shadows, as well as in any exterior views.
Avoid overuse of strobe lighting, and never spot light.
If photographic lights are needed, they should be invisible in the final composited image.
The goal is to create a final image that feels as true to life as possible, avoiding a fake, over-
retouched feel.
Notes:
· Combine multiple exposures as needed to add detail to highlight and shadow areas.
· Keep lighting as natural and real as possible when compositing multiple exposures.
· Avoid automated High Dynamic Range (HDR) composites.
67
MI Releases for Property Photo and Video Productions
Photography going onto Marriott digital channels must have all necessary releases attached, as Starbucks Photo Approval
well as a contact sheet with a thumbnail of each image from the shoot.
Properties should submit their photos of Starbucks coffee
Because our photography is being used commercially, all identifiable people, as well as shops as well as any photos that have Starbucks products
some national landmarks, public buildings, private property, artwork, etc., will require usage prominently displayed to lsmarketing@starbucks.com
rights releases. for approval before uploading them to MDAM
and Marriott.com.
To avoid using out-of -date documents, download the most current releases for signature
just prior to your shoot :
https://mgscloud.marriott.com/common/sales-mktg-and-rev-mgmt/marketing/photography/ Third-Party Products & Branding
Scan and save completed and signed releases as pdfs. Shoot third-party items from far enough away so that product
labels are not prominent. Third-party products should not be
Releases should be named in a way that links them to the photo shoot,
the primary focus of any shot.
· Brand abbreviation
· MARSHA code
· Photographer or Talent last name
SHE_SANBS_Photographer_Release.pdf
SHE_SANBS _Associate_Release.pdf
SHE_SANBS _JSmith_Release.pdf
68
Defining Metadata for Digital Photo Files
Metadata is additional information that can be embedded in each digital photo file. Embedded
metadata can enrich the search quality of our digital assets on the Internet as well as on the
Marriott Asset Library (MAL).
Determine the metadata that you would like to include with each photo, and forward to the
photographer prior to the shoot.
The photographer can preset this information before shooting.
Basic metadata for all photos should include:

· Brand, MARSHA code and project title
· Hotel name/location
· GPS coordinates
· Photographer’s copyright
· Photographer’s contact details
· Date of shoot (MMYYYY)
· All EXIF data
Notes
· GPS coordinates are very important for mapping applications and search engine results.
· Modern D-SLRs should record this information, but if they do not, it can be recorded
on a smartphone app or a geotag receiver.
69
Marriott Nomenclature
Photo files should be named in a way that conveys key pieces of information. Naming Digital Photo Files – Property Photo Productions
The photographer can preset this information before shooting. · Brand abbreviation
Determine how you want each setup to be named prior to the shoot day, · MARSHA code
and forward these instructions to the photographer. · Descriptor
Naming Digital Photo Files – Brand Photo Productions For example:
· Brand abbreviation SHE_SANBS_exterior.tif
· Project name SHE_SANBS_king_city_view.tif
· Descriptor
Naming Signed Release Forms – Property Photo Productions
For example : Scan and save signed releases as PDFs.
SHE_Architecture_exterior.tif · Brand abbreviation
SHE_ArchiCleveland_king_harbor_view.tif · MARSHA code
SHE_Lifestyle_Lobby_01.tif · Descriptor
SHE_Shanghai_Lobby_02.tif
For example :
Naming Signed Release Forms – Brand Photo Productions SHE_SANBS_Photographer_Release.pdf
Scan and save signed releases as PDFs. SHE_SANBS_Associate_Release_01.pdf
· Brand abbreviation SHE_SANBS_Associate_Release_02.pdf
· Project name
Notes
· Descriptor
Only use underscores (_) between words in your file names. Never use
For example : symbols, hyphens, slashes, spaces, etc.
SHE_Architecture_Photographer_Release.pdf Keep descriptors short and to the point.
SHE_ArchiCleveland_Associate_Release.pdf
SHE_Lifestyle_Associate_Release_01.pdf
SHE_Shanghai_Talent_Release_Smith.pdf
70
Technical Guidelines for Marriott.com Photography
The following specifications ensure that the highest quality of photographic will be Orientation
materials submitted to Marriott for all usages. While horizontal photos are predominantly showcased on marriott.com, it’s
Image File Format becoming increasingly important to capture images vertically too. mobile phones,
tablets, desktops, TV screens, kiosks, etc., can sometimes be viewed in either
For best quality, uncompressed 8-bit TIFF files are strongly preferred. orientation. Marriott mobile phone apps are designed to be viewed vertically as
Large compressed JPEG files are acceptable. well as horizontally. Please keep this in mind when compositing.
Files should not be cropped, optimized or scaled. The only acceptable cropping · Horizontal photos are the priority and have a mix of both horizontal and vertical
is for correcting distortion. images, which will provide some versatility for marketing and collateral pieces.
Unacceptable formats: RAW, DNG, PNGs or Bitmaps, or images in Word, PPT or · Be sure that key signature images of your property have ample room for horizontal
any desktop publishing applications. and vertical cropping.
Minimum Pixel Density and Dimensions Postproduction
Photographers should always capture the largest file size available in-camera. · Raw files should be exported to a minimum of 4,000 pixel-wide TIFFs (PPEGs are
To ensure quality display of photos on devices with retina screens and to allow for acceptable) with a minimum of 2,600 pixels in height.
flexibility for art-directed cropping during image processing at Marriott, photos
must meet the minimum pixel dimension requirements: · Images should not be sharpened any more than 25%.
300 ppi or higher after color corrections are made. · Vibrancy, saturation and clarity must remain realistic.
Width of a photo must be a minimum of 4,000 pixels. · Remove any digital noise.
Height of a photo must be a minimum of 2,600 pixels. · Photos created with wide lenses must be corrected for perspective and distortion.
· Avoid overuse of highlight and shadow compensation.
Storage and File Size
· Images must remain in their original aspect ratio.
Files should not exceed 150 MB.  
· Do not strip any EXIF Data when exporting raw files to TIFFs or JPEGs.
Color Space · Embed the hotel’s GPS information into the metadata whenever possible.
It’s important that images retain their original color mode as captured in-camera. · Embed the copyright information into the metadata of all photos.
Converting sRGB to CMYK and then back to RGB results in “lossy” color
as CMYK has smaller color gamut than RGB. Images should be shot as sRGB
or Adobe RGB.
Aspect Ratio
Final images should reflect the original in-camera aspect ratio (2:3, 1:1, 16:9, etc.).
Image cropping and optimization will be determined by Marriott and will be based
on their final display for various screens.
71
Procedures & Submissions
The Marriott Asset Library (marriottassetlibrary.com), or MAL, provides a single source for Submission details:
photography, logos, graphics, marketing and collateral templates, and much more. The 1. Make sure the photo shoot meets all style and brand standards.
Library makes all marketing assets accessible globally through the Internet.
2. Make sure photo file names follow Marriott International nomenclature.
All photography must be of the highest standards. High-quality photography is critical. Poor 3. Make sure photo files have all required metadata.
photography does not effectively merchandise the property and can easily create a negative 4. Make sure all necessary Marriott International Releases have been completed and signed.
impression. In order to ensure consistently high quality, hotels must use a Sheraton brand
approved photographer. 5. Create a PDF contact sheet of images.
6. Create a single PDF of releases and contact sheet to upload with photos.
Find the latest brand-approved photographer list on MGS:
https://mgscloud.marriott.com/common/sales-mktg-and-rev-mgmt/marketing/photography/ 7. Submit a MAL Photo Work Order.
photographer-program/ or contact your Regional Photo Coordinator or Field Marketing 8. Upload final retouched high-resolution files.
Manager for assistance.
Find more information on MGS : https://mgscloud.marriott.com/common/sales-mktg-
Photography that is inadequate will not be featured on the property websites or approved for and-rev-mgmt/ecommerce/hws-users-guide/
use on rack brochures or marketing materials.
Once new photography is shot, it is important to get it onto the property website as quickly
as possible.
In order to add your property’s photography to the Library, follow the MAL work order link.
The Marriott Asset Library provides all images to the branded websites and all third-party
sites; therefore, it is the starting point for all changes and updates to photography, logos,
graphics, etc.
All images used on branded websites and in collateral must be submitted and approved
for the Library.
72

She-285963-Sheraton Photography Style Guide PDF

Uploaded by

Copyright:

Available Formats

You might also like

She-285963-Sheraton Photography Style Guide PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

She-285963-Sheraton Photography Style Guide PDF

Uploaded by

Copyright:

Available Formats

Sheraton

Whether it’s working, stopping in for cocktails, having a

Every choice we make – design, services, amenities,

And to celebrate the Art of Gathering that only Sheraton can

The Art of Gathering

Our Creative Filter

Warm Diverse Active

The Art of Gathering

Purposeful, Authentic Collective Diversity of

The Art of Gathering

Professional gatherings should convey a focused energy – a singular point of

The Art of Gathering

From Within From Afar

How It Looks Those Around You

Inviting to all, but with a hint of glamour

Framed to evoke a sense of

The Art of Gathering

Guardrails Is Meeting a friend for conversation,

Purposeful, Working alone or together with a small

Uniform type of guests: all there to

Highlight how our spaces inspire dialogue

Capture lively interactions that create a

Capture the collective energy of shared

Overall lighting should feel natural and

A pop of strobe creates high contrast for

Lighting should add warmth to the images

Whites and blacks are also on the warm

Capture layers of action/interaction with

Frame images with people to draw the

Cast should look like everyday people, real

Always include various age groups and

Cast should have a balance of genders

Wardrobe Styling should look clean, modern and

Pops of color through clothing or

Incorporate metal accessories to add a

Consider a variety of prints and textures

A mix of different styles suggests the

Attire should be seasonally undefined so

Take wide shots to capture both the entire

Take wide shots to capture the entire

Be sure to show a range of professional

Food should be neat to eat – not messy –

Focus on one area of interest (couple, a

For global coverage, capture F&B images

Hint of glamour To work in concert with our other lifestyle

Principles in Action – F&B in Studio

Guest Rooms Use natural light to make rooms feel warm,

Stage guest rooms with furniture that has

High contrast makes rooms feel premium

Styling should feel easy and not too perfect

Style room with business-work-related objects

Showing guests working aligns with Sheraton’s

Showing an empty room is not a part of

Outside the Hotel

Outside the Hotel

Take wide shots to capture the entire

Our brand image represents everything we do – from the way we speak

If you have any questions about your property photography production