The mood and tone conveyed by our videography should be personal, authentic and bold. Our style aims to engage and captivate the viewer with honest, relatable subjects, settings and action. We emphasize visual documentary storytelling over staged, posed videos.

  • Use a video style that captures St. Edward’s authentically — focus on moments happening in real time rather than staging a moment, if possible.
  • As you shoot video, be mindful of the platform you will be sharing on (website, YouTube, Instagram, etc.) so as to capture the appropriate viewing orientations and type of content.
  • Use behind-the-scenes footage to break down the fourth wall in order to engage viewers and make them a part of the video experience.
  • When possible, videos should be unscripted and tell stories. If featuring a particular person or group, come prepared with interview questions to get the conversation and storytelling going.
  • Employ visual storytelling through b-roll to advance the narrative and communicate the story and message.
    • B-roll footage is often shot after the main interview is shot and provides supporting scenes for what was said by the interview subject.
    • B-roll may include establishing shots to show location, detail shots to give context, shots of the person interviewed doing something active, etc.
  • Video length should be a minimum of 10 seconds and a maximum of two minutes, with most videos falling between 30 seconds to one minute.

University Video Library

The Marketing Office has compiled a collection of video clips for the university community to source when creating video productions.

Healthy Hilltop (For '20-'21 Academic Year)

To promote public health and safety during COVID-19, Healthy Hilltop video should feature Hilltoppers in face masks, Hilltoppers social distancing, Healthy Hilltop signage, faculty teaching hybrid classes (teaching to students in person and virtually simultaneously), and screen recordings of virtual events.

Video Graphic Styles

It is important that our university follow the photo and video guidelines to ensure that we are aligned with the brand. Video should adhere to colors and fonts that match the St. Edward’s University brand. Text sizes should be proportionate and colors should provide contrast for legibility.

Using Graphics

For most videos, the rule of thumb will be to use Deep Eddy (blue) as your primary color and Hike and Bike (yellow) as your secondary color. For titles, please use Marr Sans semibold and Marr Sans regular for subtitles. If these fonts are unavailable, the university's alternate sans serif font should be used, Helvetica LT Std. 

Open: Title should appear one to two seconds into the video. The title should be Marr Sans Semibold and can range between 80-100 pt depending on length of the title. The subtitle should be Marr Sans Regular and should be 50 pt. The title and subtitle can either have a black drop shadow or not depending on style preference.

Title example
Vivian Phillips Its on US at St. Edward's

Lower Third: Lower thirds should be placed in the lower right-hand or left-hand corner of the video within the title safe area. The person's name should be Marr Sans Semibold sized 70 pt and the person's title should be Marr Sans regular sized 35 pt. The person's name can either have a black drop shadow or not depending on style preference. The person's title should not have a drop shadow. Use your judgment on if the person's title is too long and allow it to be two lines if necessary.

Presentation title example

Side Bar: A side bar can slide in from the left or right side. The side bar should be sized 70 pt and can either be Marr Sans Semibold or Marr Sans regular. The side bar can either have a black drop shadow or not depending on style preference.

Sidebar image example

Close: The video should close with the university logo slide followed by a CTA slide if applicable. (A social tag or web address, for example.) The CTA should be Hike and Bike yellow for distinction and should be centered below the St. Edward's logo. The CTA should be 50 pt and will typically be Marr Sans Semibold but can also be Marr Sans Regular.

Close image example

Technical Tips


Format: H.264

  • H.264 is an industry standard for video compression, the process of converting digital video into a format that takes up less capacity when it is stored or transmitted. 

Dimensions: 1280x720 px

  • These dimensions will give you a standard size for horizontal video.

Frames Rate: 29.97 fps

  • Frame rate (expressed in frames per second or FPS) is the frequency (rate) at which consecutive images called frames appear on a display.

Field Order: Progressive

  • Field order refers to the order in which each pair of video fields is recorded. Progressive video displays consecutive video frames and results in better, smoother, fast sequences, providing fluidity and sharpness to the video.

Pixel Aspect Ratio: Square Pixels (1.0)

  • Pixel Aspect Ratio describes squareness or non-squareness and is expressed as a fraction of a horizontal (x) pixel size divided by a vertical (y) pixel size. The pixel aspect ratio for square pixels is 1/1.

TV Standard: NTSC

  • NTSC is the color encoding system used by DVD players and until recently, by broadcast TV. Modern TVs don’t strictly use NTSC format anymore, but the timing and type of signal used carries over, so the format is still called NTSC.


Format: AAC

  • Advanced Audio Coding (AAC) is an audio coding standard for lossy digital audio compression.

Sample Rate: 48000 Hz

  • Sample rate is how fast samples are taken. It's measured in samples per second and is usually expressed in kiloHertz (kHz), a unit meaning 1,000 times per second.

Channels: Stereo

  • A stereo sound is a method of sound reproduction that creates an illusion of multi-directional audible perspective by using more than one channel.

Bitrate: 320 kbps

  • Bitrate refers to the number of bits — or the amount of data — that are processed over a certain amount of time. In audio, this usually means kilobits per second. 

Hiring a Freelancer

If you would like to hire a freelancer to capture your event or produce a video, the Marketing Office has complied this list of videographers from which you can choose.

Video Release

Please use this online form to obtain consent from subjects when recording video for university purposes.