Depictions grounded in reality
Prefer tangible, editorial frames over abstract AI clichés. Atmosphere is reserved for brand void moments. Product UI mood shows software we build. Realistic editorial covers place, people, and vertical context.
Guiding principles
Photography and generated stills should feel professional, calm, and action oriented — human and product forward when the story needs proof.
Composition
Dynamic and refreshing
Favor depth, diagonal tension, and subjects mid-action. Avoid static, centered stock poses.
Lighting & color
Natural and inviting
Soft natural or practical light. Muted sophisticated palette — no purple neon or tourist HDR.
Subjects
Context where work happens
Show product, place, or craft in the frame. Keep humans and systems together when both matter.
Casting
Professional and focused
People who look like they belong in the work — not staged handshake theater.
Evidence over atmosphere
Do
Show the context where decisions happen
Ops floors, clinics, logistics, and product surfaces — rooms that feel real.
Avoid
Abstract AI atmosphere as the only idea
No neural webs, glowing brains, or generic tech stock for proof pages.
Do
Balance humans with systems
Hands at work, quiet collaboration, tools in use.
Avoid
Staged corporate photography
No laughing-at-laptop, pointing-at-whiteboard, or forced high-fives.
Three visual modes
Atmosphere / abstract
Dark void, teal caustics — homepage hero, OG mood, blog mesh, CTA washes.
Product / UI mood
Soft focus dashboards and device glow — capability pages and SaaS work covers.
Realistic editorial
Photoreal place and craft — About, industries, careers, vertical trust.
Download the assets
Production-ready marks and tokens referenced in this chapter.