Photography

We use photography to bring our purpose to life and help tell our diverse brand story. We focus on genuine, relatable, people-centric imagery to create an emotional connection with our audiences.

We capture real and authentic moments in people’s lives.

Images should look natural and unfiltered, never staged or over edited. We focus on candid shots of people living in the moment. Our photos capture a bright and optimistic outlook, showcasing the opportunities that lie ahead.

When using imagery as the main face of the brand, such as on the cover of a PowerPoint presentation, report cover, or website header, select images that allow space for content. Opt for images with cleaner backgrounds that can accommodate text directly on the image. If the image does not allow for this, consider using a squircle or rounded corner rectangle to improve readability. 

To add more visual interest in compositions or to create more space for content position subjects off-center, this also helps to visually balance designs.

Make sure the focal point of the image has enough breathing space and the design elements don’t overcrowd it. 

When it comes to choosing and using images, it’s important to avoid common mistakes to keep our brand image consistent.

Here are some examples.

Visual metaphors are often used to explain ideas quickly. We like to avoid them as they can seem overused and unoriginal. Instead, we believe that using subtle imagery can be much more effective in capturing interest and engaging viewers.

The images shown here illustrate the basic idea of replacing overly literal images with ones in our brand style.

When choosing images to represent a negative subject, opt for ones that convey a sense of resilience or positivity. The headlines or text that go alongside these images also help to convey the intended message.