We never use photos as the main visual for a cover, campaign or any other communication assets.
Use one photo for every three image headers per publication to preserve the clarity that distinguishes our brand.
People
Happy marketers
We are real people working for real people. Most of the time, we're working on laptops, sitting at desks, or in meetings. We show realistic situations that can happen on a normal working day. That means in daylight and without obvious acting.
We portray people directly (the camera is always at eye level) so they seem close and friendly. The marketers we show are comfortable and open, and the situation in the photo makes you feel like you're part of their conversation.
The subject can be one person working or a group of people in a meeting. The subjects should not be looking at the camera.
Our photos should reflect the enthusiasm that our customers have for working with our platform!
Engaged readers
Our customers' target audiences are also made up of working professionals. There are quite a few similarities so we'll try to make some distinctions here:
Unlike when depicting our own target audience, our customers' readers use a range of devices. They may also be in different environments, as long as it's clear that it's a business reader.
Keep a max of two people per device, as real people don’t read in groups.
Real life situations
If you'd like to use realistic photography, especially in internal communication, keep the compositions as real and natural as possible. For instance, pictures with nice, simple, not too tidy arrangements; include some color touches and keep it in daylight.
Industry background placeholders
There may be situations where more visual context is needed to represent one of our main industries. Examples would be if an image is required to fill an example Foleon Doc or if you want to show off ICP Foleon Docs on our website. Here, you may use a dark background image.
Use the industry background placeholders only in the case of a concrete ICP story. Never use it as a cover or a header, or as the main piece of a campaign or on social.
Please note, these images never have a conceptual function but mainly serve as a decorative filling, often as a background:
- To prevent visual information overload they should never divert attention from the text.
- They should meet one of our ideal customer profiles: Corporate Services, Finance, Hardware & Networking, Real Estate, Software & IT Services.
- In contrast to the white backgrounds often used, these background images are always dark blue with a bright focus.
- Don’t forget to check if they are still realistic situations: you can show a dark building with colorful lights or, for instance, an abstract pattern made with code.
Dont's
- We don’t look down on people and we don’t look up either.
- We don't like working late. Don’t pick pictures without daylight.
- Don't frame people with (blurry) objects or too far away from the camera.
- "Sleepy Hollow" style is impersonal (don’t cut faces out of the picture).
- Don't pick students or people who are too young.
- Don't pick overthought arrangements where every object has the same color or characteristics.
- No overstyled, busy textures or super festive situations.
- No strong filters, fake editions or over-exposed lighting.
- No screens within screens.
- Don’t show Foleon Docs within screens. For optimal clarity and ease of maintenance we show Foleon Docs separately.