Images convey emotions
A consistent image style plays a considerable role in the perception of our brand. It makes sure that our brand presence is powerful, consistent, and homogeneous. A special image style has been defined for the South Tyrol/Südtirol brand, designed to be a contemporary representation of the high-quality offers, products, and services based on the brand strategy: genuine and natural.
“How” and “what” is the key to the effect of an image
The same subject may be filmed or photographed in a number of different ways – depending on HOW the design-related stylistic devices such as composition, colour, perspective, light, etc. are employed.
At the same time, however, the impression made by an image depends on its subject and/or content; in other words, on WHAT can be seen in the image: which mountain, which product, which situation. The subject must be chosen while bearing in mind that the images are supposed to express the brand principles of sustainability, quality, and innovation.
The image style of South Tyrol is characterised by three facets of tonality, which apply to both photographs and moving images:
Images are the “soul” of our brand. They stir wishes and emotions; they appeal to all our senses.
Our images convey a feeling of real and intense experience and personal proximity and inspire a longing for South Tyrol. We show people in authentic settings and participate in their stories. We show expressive characters that do not have to conform to any classic beauty standards: Athletes whose facial expressions betray their exhaustion, or alpine farmers with callused hands that bear testimony to their hard manual work.
Images from South Tyrol always evoke impressions of sunshine and warmth: soft, atmospheric light, warm colours, light accents, and unobtrusive reflections of light. The Alpine-Mediterranean climate with its 300 days of sunshine is a distinctive advantage and distinguishing feature which sets South Tyrol apart from other alpine regions. Light and warmth call to mind vitality, relaxation, lightness, and energy – and inspire a longing to travel.
What is it that really matters? South Tyrol stands for a reduction to the essential, for the beauty found in simplicity. That is why our images radiate tranquillity. It is not about cramming as much as possible into one single image but about focussing on the essential. Less is more.
Media portal
The IDM media portal provides image material, video files, and texts to journalists, tour operators, and users of the umbrella brand looking to present the region and its products. Compliance with our Terms of Service and an appropriate copyright notice are mandatory requirements to use the media portal content.
