Imagery

Overview

Our imagery should always be in alignment with our core brand values. Images should be positive, familiar, trustworthy, transparent and authentic.  To achieve this, our photography system includes 2 high-level categories: Corporate and Lifestyle. 

Within these top categories, we further define images by their content type as Personalized, Depersonalized, or Environmental.

• Personalized imagery features a primary subject of one or more people in an authentic moment.
• Depersonalized imagery includes human presence but doesn't focus on a particular person. For example, the crop shows hands typing on a keyboard, but you don't get a full sense of the person typing.
• Environmental imagery emphasize physical spaces with little to no human presence at all.

Corporate Images

The Marketing Team has curated these photographs to capture the authentic Acolad life in the offices or at events. They are ideal for situations where we want to put the brand first and personalize our tone, as they enable users to identify with the experience of the subject matter. They can be personal, depersonalized, or use spaces.

Lifestyle Images

We mainly use curated stock photos here. These photos aim to convey real-life situations, people, and emotions in a relatable and aspirational way that aligns with our core brand values.

Embrace Cultural Awareness

Be sensitive to the culture you're targeting. Choose images that will be relatable there. We want the image to resonate with the end user and not feel foreign.

Image Misuse

Be sensitive to the culture you're targeting. Choose images that will be relatable there. We want the image to resonate with the end user and not feel foreign.