Imagery
Authentic, human, natural light. We show real people doing real work — never staged stock.
01 · Principles
Four principles
Hold every frame to these four words. Miss one, reshoot or replace.
01
Authentic
Real moments over posed shots. Candid over staged. If it feels like stock, it’s not us.
02
Human
People at work, together. Faces in focus. Hands on tools. Never abstract loneliness.
03
Natural light
Warm daylight, soft falloff. Skip harsh on-camera flash and blue cast LEDs.
04
Purposeful
Every frame earns its place. Decoration is the enemy of meaning.
02 · Treatment
Do · Don't
Do
- Use natural, warm lighting.
- Keep subjects sharply in focus.
- Give faces breathing room.
- Show genuine expressions and gestures.
- Apply consistent color grading across a campaign.
Don't
- Over-saturate or over-process.
- Reach for heavy filters or vintage LUTs.
- Crop faces awkwardly or at the eyes.
- Use obviously staged poses or handshake clichés.
- Mix styles within a single experience.
03 · Aspect ratios
Four shapes
Choose the ratio that serves the subject, not the slot. Crop in-camera when you can.
16/ 9
4/ 3
1/ 1
3/ 4
04 · Formats
File formats & limits
Ship modern-first. Fall back when legacy tooling demands it.
| Kind | Format | Quality | Max | Note |
|---|---|---|---|---|
| Photography | WebP · JPEG fallback | 80–85% | 2400px | Use srcset for HiDPI + responsive breakpoints. |
| Illustration | SVG · PNG fallback | lossless | vector | Run all SVGs through SVGO before commit. |
| Icon | SVG only | n/a | 24 × 24 | 1.5px stroke, currentColor fills. |