Make sure the image feels like a moment captured; it should feel natural rather than posed. We should feel like we have captured people completely engaged in a moment. Do not have people smiling unless there is a reason for it. We don’t want happy shiny people, we want real people in real moments. Always avoid staged or fake scenarios, interactions with the product should always look natural, never forced.

We should look for angles and framings for our shots that create a more distinctive look. Each shot should be created to tell its story in an effective but graphically interesting way. Whether that is finding an interesting foreground element to frame the action or positioning the subject in an unusual way in the frame.

Our photography approach uses a bold application of our color palette to create a distinctive world that is ownable and differentiating for the brand. Our signature red color plays an important role in our imagery. The connecting and secondary colors of our palette support and elevate the red while adding character and balance to the overall color of the imagery.

Environments should reflect the brand color palette and an elevated design aesthetic, but not be too perfect or overly styled.​ Although well designed, our environments should have a texture of the real world.

It is important that our imagery reflects the diverse, global, and inclusive nature of the brand.

When selecting stock images or talent for custom photography, be brave in depicting diversity. ​No single image can reflect everyone, but as a body of work, our imagery should portray a diversity of age, race, ethnicity, geography, gender, and ability. ​

Here are a few important things to consider:

• Actively avoid stereotypes in portraying social or workplace roles (e.g., how family roles or management roles are portrayed)​​. Think about opportunities to ‘unstereotype’ how a role is portrayed.
• Actively avoid unconscious bias in who displays what emotions. Recognize that all people express the full range of emotions, whether serious, happy, playful, etc.
• When casting, choose people who are real representatives of the scenario (e.g.don’t have actors portray disabilities)​​
• Be inclusive when depicting cultural traditions; avoid religious or cultural bias (e.g., don’t just use Christmas references when showing end-of-year celebrations)​​
• Use cultural references thoughtfully. Ask whether the message is respectful or is at the expense of someone’s cultural beliefs and traditions.

Consumer

Our talent should be styled in a way that communicates an independence of spirit and way of being, but not typically fashionable.​

Wardrobe doesn’t follow the usual fashion rules, but reflects their personality, creating their character and projecting their story.​

Their clothing and props should feel lived in and real, not like it just came off the rack at H&M. Bags don’t have to be zipped shut, both straps don’t have to be on the shoulder. Makeup should be unnoticed, and hair is not perfectly styled.​

When selecting images or talent for video and photography, be representative in your choices and strive for inclusion. Imagery best practices:

• No single image can reflect everyone, but as a body of work, our imagery should reflect a diversity of age, race, ethnicity, geography, gender, and ability. Follow all other guidance in regard to how we show talent in our world.
• Be mindful to not depict stereotypes (e.g., how family roles are portrayed)
• All people live full lives. Allow all groups to depict the full range of emotion and experience.
• When casting, choose people who are real representatives of the scenario (e.g. don’t have actors portray disabilities)
• Be inclusive when depicting cultural traditions; avoid religious or cultural bias (e.g., don’t just use Christmas references when showing end-of-year celebrations)
• Use cultural references thoughtfully. Are you being respectful? Is anything at the expense of someone’s cultural beliefs and traditions? Are you preserving context?