What is a photocall?
A photocall is a background panel or structure used at events to create a standardized photo frame. It generally features the logo and colors of the organizing brand, sometimes accompanied by partner logos. Participants, speakers, and journalists are invited to be photographed in front of this backdrop before or after the event. Each published photo then becomes a vehicle for brand visibility.
The role of the photocall in press coverage
Photo agencies and newsrooms need identifiable visuals to illustrate their articles. A well-designed photocall ensures that all photos taken during the event visually associate the brand with the news. When a journalist chooses one photo out of dozens to illustrate an article, they often favor clear, well-lit images with a neutral and legible background. The photocall meets these criteria and increases the chances of being selected.
How to design a great photocall
Three key elements: the background, the logo, and the placement. The background should be understated, matte (to avoid glare), and consistent with the brand's graphic charter. The logo must be legible even in a cropped photo : plan for a sufficient size and a grid pattern if the format is large. The ideal location: the entrance to the room or the VIP area, where photographers and attendees naturally gather. Provide dedicated lighting to ensure usable photos regardless of the time of day.
What we see with our clients
Startups organizing their first press conference or launch event often overlook the step-and-repeat. The result: photos published by the media show no brand identity, or worse, the background of the room with third-party logos. A step-and-repeat budgeted at 300 euros can generate dozens of branded visuals shared in the press and on social media. It is one of the event investments with the best impact-to-cost ratio.
Step-and-repeats and strategic announcements: fundraising and product launches
During a press conference announcing a fundraising round or a product launch, the step-and-repeat becomes a central element of the media staging. Photos of the founding team, investors, or partners in front of the step-and-repeat will be featured in articles covering the announcement. Taking care of this setup ensures that the brand appears visually in every piece of coverage, beyond just the text of the article.
