In order to positively and accurately reflect the UVA Health System brand and to leverage our diversity to thrive in a competitive market place, the body of marketing, recruitment and communications work that is produced must reflect the diversity of our workforce, the patient population we serve and our community. In addition, materials should convey our value for all team members and their unique skills and talents. The following guidelines should be used when planning to produce marketing campaigns and advertising, newsletters and publications, websites and electronic marketing, direct mail, patient information and education brochures and any other marketing collateral.

Marketing collateral representing team members:

  • Marketing, recruitment and communication efforts overall (including stories and photography) should reflect the diversity of our workforce by actively featuring a variety of job functions and experience levels and by highlighting our diversity, including showing multiple ages, genders, ethnicities, cultures, etc.
  • Stock photography and models may never be used to represent UVA Health System team members. A broad library has been built and will be maintained and updated to reflect our diverse workforce and budget is available for in-house and free-lance photographers for special ad hoc needs.
  • Stock photography and/or illustration may be used to represent concepts as long as we do not imply that the individuals are actual team members.

Marketing collateral representing UVA Health System patients:

  • Marketing, recruitment and communication efforts overall (including stories and photography) should reflect the diversity of our patient population by actively featuring patients with varying medical conditions and degrees of illness, patients from different geographic areas, and patients of varying ages, gender, ethnicity, etc.
  • Overall, marketing efforts should demonstrate how all team members impact the patient experience.
  • Stock photography and models may never be used to represent an actual, identifiable UVA Health System patient. Some general patient care shots are available in our photography library and budget is available for in-house and free-lance photographers for special ad hoc needs.
  • Volunteers and team members who have been patients of UVA Health System may be used as models to stage general, patient care shots.

Marketing collateral representing consumers/members of the public:

  • Marketing, recruitment and communication efforts overall (including stories and photography) should reflect the diversity of the population we serve and are targeting by featuring appropriate medical conditions and degrees of illness and patients of varying ages, gender, ethnicity, etc. as appropriate.
  • Stock photography and or models can be used to represent members of the public as long as the individual is not explicitly identified as an actual patient.

Ask a Design Question

image of uva health system stationery, a pen, a keyboard and a mobile phone with a question mark on the screen

Feel free to ask us for advice or suggestions. We're here to help.

Ask us now!

white logo 02


University of Virginia Health System
Strategic Relations and Marketing
PO Box 800224
Charlottesville, VA 22908
P. 434.924.0366


UVA Health Brand Online

© 2018 University of Virginia Health System. All Rights Reserved.