Photography Direction · Dr. Ronald Barreto

The portrait

The face of the brand, in the tones that separate you from a field that is almost entirely blue. These are the frames for the profile picture, the site header and the opening slide of a carousel.

Editorial portrait on navy — 01Navy, direct Navy on navy, lit to keep the separation. The most formal frame in the set. 4:5Navy leads

Ivory jacket on navy — 02Ivory on navy The same pose with the tonal weight reversed. Reads warmer and carries text well beside it. 4:5Navy leads

Three-quarter portrait on ivory — 03Ivory, three-quarter Square crop, warm ground, gold falling on the background. The friendliest of the portraits. 1:1Ivory leads

Editorial portrait, alternative — 04Navy, square to camera Alternative take with a softer key. Good for a credential slide. 3:4Navy leads

Navy portrait turned — 05Navy, turned Body angled, eyes back to the lens. Less institutional, closer to a magazine opening. 3:4Navy leads

Know the cause

The mechanism, shown rather than claimed. This is the family that carries the hook about the cause that may not appear on the MRI, and the difference between finding the cause and treating the pain.

Knee model in hand — 06The knee in hand Concentration on the joint. The anchor image of the whole set. 1:1Olive supports

Pointing at the joint line — 07The joint line Pointing at where it hurts while looking at the viewer. Built for the second slide of an explainer. 1:1Navy leads

Standing with the knee model — 08Standing, model in hand Room on the left for a headline. A cover frame. 4:5Navy leads

Explaining in an olive blazer — 09Explaining, in olive The same subject in the human register of the palette. Mid-sentence, hand open. 4:5Olive leads

Reading a knee MRI — 10Reading the MRI The scan is anonymised, with no name, date or patient data on screen. The image for the argument that the cause is not always on the film. 4:5Navy leads

Working with the model beside — 11The reasoning Notebook, pen, model within reach. The plan being written before anything is decided. 4:5Navy leads

The consultation

Where the relationship happens. The coats are plain, with no logo and no embroidery, so the images belong to the personal brand and travel with it.

Listening in the olive armchair — 12Listening Forward, forearms on the knees. The posture of the consultation, before any technique is on the table. 4:5Olive leads

Classic white coat — 13The white coat Classic cut, olive armchair behind. Replaces the current profile image, which still carries the old positioning. 3:4Ivory leads

Mandarin collar coat — 14The modern coat Mandarin collar over a navy shirt. Reads as a private clinic rather than a hospital corridor. 3:4Ivory leads

15At the desk Sleeves rolled, morning light. The quiet part of the work, useful behind a long caption. 4:5Ivory leads

Dubai

The city as context, never as a trophy. The landmarks stay soft and behind you, which is what keeps the frame about the practice and not about the postcard.

Consulting room with skyline — 16The room, with the city Desk, olive chair and the skyline out of focus. Authority without leaving the clinic. 4:5Navy leads

Rooftop in olive — 17Rooftop, in olive Golden hour, Downtown behind. The warmest frame for a campaign opening. 4:5Olive leads

Rooftop at golden hour — 18Rooftop, in navy The same terrace in tailoring. Wide enough to carry a line of copy over the sky. 4:5Navy leads

Terrace facing the Burj Al Arab — 19By the sea Linen and the water at Jumeirah. The lightest register in the set, for prevention and lifestyle content. 4:5Ivory leads

Rooftop at blue hour — 20Blue hour City lights thrown out of focus. Works for evening posts and event announcements. 3:4Navy leads

Standing in the colonnade — 21The colonnade Full vertical, built for stories and Reels covers. 9:16Navy leads

In raking light — 22Raking light Three-piece cut, a wedge of sun across the face. The most graphic frame available. 4:5Navy leads

Walking through the colonnade — 23In motion Mid-stride, straight geometry framing the walk. A story opener. 9:16Navy leads

In conversation

The register for the person behind the method. Useful wherever the content is about how you think rather than what you do.

Seated in a hotel lounge — 24The lounge Olive jacket, ivory leather, a single gold cufflink. Composed and unhurried. 4:5Olive leads

Explaining at the table — 25Mid-sentence Hand open across the table. The frame for a quote card. 3:4Olive leads

Hands clasped at the table — 26Listening again Hands clasped, attention held. Reads well as a closing slide. 3:4Olive leads

On stage

Authority among peers. The screen behind stays blank on purpose, so the images do not date and carry any talk.

Mid-gesture on stage — 28Mid-gesture Closer, hands working, mid-sentence. The livelier of the two. 4:5Olive accent

Keep the movement

The second half of the big idea, and the only family where the clinic is nowhere in sight. This is where prevention, sport and Bank Your Health live.

Running at dawn — 29Running Early light on the waterfront. The surgeon doing what the method asks of the patient. 4:5Olive leads

At the villa terrace — 30Off duty Linen, stone and morning water. Life in motion at rest. 4:5Olive leads

One dominant colour, one support from the same family, one detail in gold.

Every frame follows the distribution set in the Brand Book: ivory carries the surface, navy carries the judgement, olive carries the life, and gold signs once by scarcity. A frame that needs a fourth colour usually needs less content instead.

The palette, as shot

#0F2846 NavyThe anchor. Tailoring, dark surfaces, the studio ground.

#5F6B4A OliveThe human register. Jackets, upholstery, foliage.

#B08D57 GoldSigns once. A pen, a cufflink, warm lamp light.

#8DA6B3 Blue-greyThe quiet voice. Sky, glass, shadow.

#D5E0E6 Pale blue-greyThe soft surface behind the subject.

#F7F5F0 IvoryThe air. Most of the surface in every frame.

How to use this set. Tell us the numbers you want kept, the ones you want adjusted and the ones you would rather not see published. Anything approved becomes the visual base of the editorial calendar.

Know the cause.Keep the movement.