Design guidelines

Color usage > Accessibility

To ensure our brand is inclusive and accessible to all users, color usage must comply with accessibility standards, particularly when layering text, icons, or graphics on colored backgrounds.

Ensure strong contrast Text and important elements must have enough contrast with the background. Aim for a minimum contrast ratio of 4.5:1 to ensure readability for everyone.

Don’t rely on color alone Color should never be the only way to convey information. Always use labels, icons, or patterns alongside color to support users with visual impairments.

Avoid busy backgrounds Don’t place text over images or textured backgrounds unless there’s a solid overlay that keeps the text easy to read.

Photography > Photography guidelines

Capturing Personality

Photography plays a key role in conveying the approachable and honest personality of our brand. It is essential for creating the right impression. The goal is to produce imagery that feels honest and fair.

Natural Light

Use natural light whenever possible—especially warm, natural light—to give photos an inviting, authentic feel. Natural lighting should do more than illuminate; it should enhance the mood, tone, and atmosphere of each scene. Whether capturing a candid moment or a relaxed portrait, our images should feel warm, human, and sincere.

• Golden Hour: Aim to shoot during the golden hour—shortly after sunrise or before sunset—when the light is soft and warm.
• Indoor Light: Use sheer curtains or blinds to diffuse light indoors and avoid harsh shadows. Avoid direct sunlight, which causes uneven lighting. A light filter or diffusion panel can help.
• Cloudy Days: Cloud cover provides soft, diffused light—ideal for even and flattering portraits.

Lighting Setup

• The lighting should feel natural, with consistent white balance. Avoid mixed lighting sources, especially in the background.
• Use window light and turn off any other sources that aren’t daylight-balanced.
• Ensure the light on the subject and background is mostly even. Subtle modeling can be created by adjusting the subject’s position relative to the light source.
• Light can have direction but should remain soft and flattering, with medium-minus or less contrast.
• Use diffusion on your light source and fill or bounce light on the opposite side. Look for catchlights in the eyes—they should feel alive.
• If using artificial light, opt for a large, soft source with directional quality. Often one key light with fill cards is enough. If using two lights, position one on the subject and bounce the second off a wall or ceiling to act as ambient room light.

Environment

Choose clean, brand-aligned office environments. The subject should always be the primary focus—avoid cluttered backgrounds, loud patterns, or overly vibrant walls. Keep it simple and neutral.

• Backgrounds should feel intentional but not distract from the subject.
• Move desks or furniture toward the natural light source to create an optimal setup.
• If using the same location repeatedly, rearrange elements between shots to maintain variety.
• Favor neutral, light-toned environments.

Clothing and Styling

• Solid, natural-colored clothing is preferred. Avoid busy patterns.
• There is no required dress code—individual style is encouraged. A collared shirt and sweater vest? Great, if that’s what makes the subject comfortable.
• Body language should be relaxed and genuine.

Posing

• Aim for natural, unforced poses. Avoid stiff or overly directed looks.
• Place the subject in the light and start a conversation. Let them relax into a natural pose through interaction.
• Shoot through moments of laughter or awkwardness—these often yield the most authentic results.
• Eye contact can create a sense of connection; looking just off-camera can feel candid and conversational.
• Hands should rest naturally—on the body, chair, or interacting with the environment. Avoid awkward or rigid gestures.

Composition

• Use a medium focal length and leave some negative space for layout flexibility.
• Shoot both horizontally and vertically.
• Frame the subject waist-up—more than a headshot, but not a full-body portrait.
• Keep backgrounds simple yet contextually relevant.

Color and Editing

• Enhance warm tones subtly to complement natural light.
• Maintain a natural, earthy aesthetic—avoid oversaturation or overly stylized edits.
• Keep sharpening, clarity, and shadow adjustments minimal. Less is more.

Lens Choice

• Use a mid-range zoom or prime lens, ideally between 40mm and 85mm.

Camera Settings

• Aperture: f/2.8 to f/4 for ideal depth of field.
• Shutter Speed: Fast enough to eliminate motion blur.
• ISO: Stay below 640; aim for ISO 160–320 when possible.