In Partnership with Getty Images

Medical editorial content often struggles with how to visually represent medical and dermatological conditions without overwhelming or discouraging readers. The approach here focused on creating imagery that feels editorial, approachable, and cohesive — visuals designed to sit naturally alongside medical text and encourage engagement rather than fear or avoidance.

The work was developed through close collaboration between the Creative Team, Medical Team, and Medical Review stakeholders. Together, we identified gaps in existing imagery and aligned on a shared goal: visuals that could support click-through and reader interest while maintaining medical accuracy, sensitivity, and trust. A clear proposal was developed outlining the creative direction, editorial value, and long-term benefits of investing in original medical photography. This documentation supported early budget approval and ensured stakeholder alignment before production began.

Representation was a central consideration throughout the creative direction. Medical and dermatological conditions were intentionally depicted across a wide range of skin tones, moving beyond imagery centered on white skin. Showing conditions on a range of darker and varied skin tones was essential to improving identification, credibility, and inclusivity for diverse audiences engaging with medical content.

*Image Credit: Contributors/Getty Images

Once approved, planning and execution unfolded over four to six months. Detailed briefs were created, image needs were defined, and budgets, timelines, and deliverables were aligned in partnership with Getty Images. Creative decisions around composition, lighting, and framing were guided by real editorial use cases — particularly thumbnails, feature modules, and cropped placements where visual clarity and restraint matter most.

The final deliverables resulted in a library of original medical editorial imagery that can be used across brands, campaigns, and social platforms without relying on high-impact visuals or warning screens. Designed with intention and care, the imagery supports medical storytelling in a clear, respectful, and engaging way — helping readers feel informed and represented while preserving trust and editorial integrity.

Original Photography Healthline