Photography

Overview

Our brand imagery gives us the opportunity to present our brand, authority and ourselves as observers of the world and to show and tell stories of people on the move

Our photographic approach is editorial, similar to what you find in film making or in journalism. Images should feel like snapshots - aspirational, active, moving, relatable and authentic in their portrayal of the subject matter

Avoid imagery with artificial additions or embellishments - images should communicate with clarity, simplicity and should never be over stylized

Avoid images that have been clearly altered in Photoshop, that have Instagram-esque filters applied to them or subjects shown in a void

Avoid images that are cliché, overly stock, unrealistic and or commonplace

All imagery should show people from all races, religious creeds, ancestry, sexual orientations and ages, while still remaining distinctly true to their context

As a rule copy, creative or other graphic elements, should never be placed, or run across, a subject’s face or the focal point of the image

Fundamentals

Lighting

Our imagery should look natural, not contrived. This comes across in the our use of natural light, or techniques that can simulate natural light - imperfect, authentic light that create shadows. These accentuations and highlights can help situations and scenes feels more natural and relatable

Avoid harsh shadows that force a scene to feel and appear staged or contrived

Avoid dark and moody images, unnatural color filters and high-contrast photography

Avoid overly warm photographs, over exposed and washed out images and lens flares

Composition

Compositions should always be loose and natural, staying from perfection and symmetry, adding to the images and brand’s sense of approachability and the sense of movement

Subjects

People

Humans are the beating heart of our brand, are we should always capture them that way. People should always appear and be shot in the moment, without being prompted or coerced. Avoid cheesy portraits and situations that do not fit in with the constructed brand narrative or reality

Fun

Moving is stressful enough process, so try to portray the lighter side of it with quirky, but not surreal or weird, images helps connect with our audience on a more human level

Activites

Movement is a core part of the human experience, so accurately and truthfully capturing people in motion or people engaging in an activity / task, is a key pillar in our brand photography. Showing people interacting with our brand adds a lot of personality and texture