Imagery
Images play a central role in our visual brand identity. Our imagery style is designed to celebrate people, innovation, and technology, and to convey the positive impact our services have on clients, stakeholders, and society as a whole.
We aim to balance images of people and hardware, creating a user-centred visual language that feels relatable, engaging, and relevant to our audiences.
Our image principles connect individual human stories with a broader sense of scale, highlighting the people, environments, and contexts that are integral to the industries we support.
The provided example images illustrate the aesthetic we are aiming for. Our marketing team maintains a comprehensive photo archive, and we also offer a selection of branded, custom-made 3D images.
Pro tip: Choose images that feature both people and hardware for a more complete and effective storytelling approach. For example, images 2 and 3 work well together, offering both “zoomed out” and “zoomed in” perspectives when placed side by side.
When choosing images for marketing material, keep these guidelines in mind:
- Well-lit and vibrant: Images should be dynamic and visually engaging.
- Brand colours: Aim to use images that incorporate our colour palette through natural elements, or integrate a subtle purple tint in a natural, unforced manner.
- Candid and authentic: Choose images that appear spontaneous, genuine, and unaltered.
- Industry-specific: Ensure that both the settings and featured individuals reflect the industries we serve.
- Representative environments: Ensure that the scenery closely reflects the geographic regions relevant to our services.
- Opt for quality: If the perfect image for your topic is unavailable, choose a high-quality, generic image over a low-quality, overly specific one.
To maintain the quality and consistency of our brand imagery, avoid the following:
- AI-generated or heavily photoshopped images: Use authentic images without noticeable digital alterations.
- Overly posed shots: Opt for candid and natural appearances.
- Lens distortions and unnatural lighting: Choose images with natural, balanced lighting and avoid overly exposed or distorted looks.
- Strong contrast treatments or black and white photography: Maintain a vibrant look & feel to ensure brand consistency.
- Clutter and distracting elements: Select clean and focused images, free from unnecessary distractions.
We have a growing selection of custom-made 3D images that provide our brand with a unique and recognisable style. Their clean look, combined with dramatic lighting and inspired by the rich tones of our brand colours, defines the aesthetic, and adds an extra dimension to these assets.
These images are designed to be illustrative rather than exact representations of objects. They enhance the narrative we want to convey by evoking emotion, creativity, and innovation, making our brand’s message more memorable and impactful.
Additionally, these 3D images are ideal for creating infographics or addressing complex illustrative needs, offering a visually engaging way to simplify and explain detailed concepts.
