All the Beauty sites at The Hut Group include a lot of organic photography so we are always producing photography briefs and style guides for the teams to follow. This usually happens on a quarterly bases.
I would look at current trends for inspiration and always push the boundaries when it came to the photographic execution. The styles would all fit within the overarching theme for that month or quarter, included would also be a comprehensive props list. When specific brands were launched on site we would always stay true to their brand, but always injected some of the style and brand language we already had with the THG sites. This role was always a collaborative effort with all people involved, from the Marketers, Stylists, Photographers and Production.