With the aim of encouraging people within British Energy to buy into the EDF energy brand, the Nimbus programme was used to train twelve people in the skills of photography. The idea was that ten of these people would act as ‘official photographers’ to cover the ‘cake and conversation’ launch events being held
on changeover day.

To start the course ASHA held a workshop with the EDF brand team to identify how the EDF brand values could be best expressed through photography. The workshop was also used to identify the type and mix of images required – e.g. portraiture, still life, reportage and market sectors. Metaphors for still life were brainstormed and agreed. The result was a clear strategic direction for on-brand photography as well as a photographic brief for the Nimbus course, expressed in
a series of ‘call sheets’ for each type of imagery required.

At the end of changeover day, the ten EDF photographers returned 2 thousand images to ASHA on USB sticks. A rolling Powerpoint presentation was created using these images and this was played in the reception areas across the country on the following working day to celebrate the launch.