Who?

Getty images, the big image database.

What’s the utility?

You know this frustrating watermark on the images with a big logo on the middle of it? Here is an example :

Their new agency in UK, R/GA London, proposed to give a better experience to the potential Getty customers. They changed the watermark and making it useful. So now here is what you have on the UK version of the site :

The image url enables anyone to find quickly the original file and it’s nice for the photographer reputation.

Here is the video to explain the all thing :

via FastCo Create & Christine Champagne.

Tagged: experience, Getty Images, ideas, modern marketing, relevant, service, utility