What Ever Happened to the People?

Keeping people at the heart of brand and storytelling
We can all picture them: the kinds of images that stop us mid-scroll or stay with us for years. A shared glance between two neighbours. The quiet strength in someone’s eyes. Hands clasped in reassurance. Moments that don’t just tell us something happened – they let us feel it.

It’s worth pausing to ask whether these kinds of moments are as visible as they once were in the way not-for-profits tell their stories – and to consider the risk if they start to fade from view.

In some campaigns, faces have slipped quietly out of sight. Authentic voices have been replaced with neat taglines. Powerful stories have been traded for performance metrics. Instead of seeing the people at the heart of the mission, we see icons, infographics and carefully templated content.

It doesn’t always happen intentionally. Sometimes it’s efficiency – reusing brand assets because it’s quicker. Sometimes it’s trend – leaning into clean, minimalist design because it feels current. Sometimes it’s fatigue – telling stories so often that we start to believe they’ve lost their impact. And sometimes it’s just habit – measuring success in numbers and forgetting that emotion is what moves people to care.

The result? Brands that still do important, human work – but present it in ways that feel more functional than personal. Work that is deeply human at its core ends up looking and sounding like it could belong to anyone.

Of course, we can’t – and shouldn’t – share every personal story or image. Privacy, consent and dignity always come first – particularly when working with or representing vulnerable individuals and communities. But there’s a big difference between protecting people and erasing them from our brand entirely.

Finding the balance

A strong brand holds both: the proof of impact and the humanity behind it. It meets the demands for measurement, accountability and efficiency without losing the emotion, connection and authenticity that make the mission matter.

We also need to be aware of new pressures shaping how we tell our stories. AI-generated imagery, for example, can feel like an easy shortcut – but when it replaces genuine human expression, the result can be slick, yet hollow. The same goes for over-reliance on generic stock images.

We don’t all have large photography budgets, and privacy and consent are always critical. But if a brand depends more on stock than on investing time in capturing real faces and real moments, it will show. That’s why it’s always worth investing in a good photographer when you can; or at the very least, a quality camera for internal use – so you’re building your own authentic image library over time.

Here are five ways to keep that balance in check:

1. Lead with people, support with numbers
   Begin with a story, voice or image that captures lived experience – then use data to reinforce impact and credibility.

2. Use numbers to amplify, not overshadow
   “We reached 1,000 people” is good. “1,000 people now have access to safe, affordable food every week” is better.

3. Show real people where possible
   Be mindful to capture results in context with people. Review your recent image library or Annual Report – is it mostly buildings, facilities or staged group shots? What would it look like to also show the people who will live in the homes, or the community they’ll create? In health, could your images capture not just a new clinic, but the patients receiving care and the staff delivering it?
   

   This is your time to visually close the loop – showing how your efforts have resulted in benefits to the people you serve.
   Because in the end, every image should point back to them.
   
   (And remember, you don’t need big budgets – authentic moments can be captured with candid shots at events, images from program delivery (with consent), or even contributions from the community itself.)

1. If you use illustrations, stock or AI, use them with intention, and make sure they reflect humanity
   These tools can absolutely play a role, but they work best when they support your story rather than replace it. Choose visuals that still feel warm, authentic and relatable – avoiding styles that come across as cold, generic or disconnected from real people.

2. Keep language human across all channels
   The way you talk about your work inside the organisation shapes how it’s expressed outside. If internal language focuses only on outputs and metrics, it’s harder to communicate impact and connection externally.

A brand worth remembering

The most powerful NFP brands are trusted for their capability and performance, and loved for their humanity. They report strong results but never let those results replace the faces, voices and stories that bring their mission to life.

It’s not about choosing between people and performance – it’s about holding both, with intention. Because in the end, your brand should not only show what you deliver, but make clear who you deliver it for.

About Saie Comms

At Saie Comms, we help not-for-profits keep people at the heart of their brand and storytelling – balancing measurement with humanity so your mission connects deeply and endures.