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.