Photography Guidelines
Alterspective imagery should feel authentic, professional, and human. We avoid stock-photo clichés in favor of genuine moments that reflect our values: expertise, approachability, trustworthiness, and forward-thinking innovation.
Core Principles
Authentic Moments
Capture real work, real people, real situations. Avoid staging - if it looks posed, it probably is.
Natural Light
Prefer natural lighting. It conveys honesty and approachability. Avoid harsh artificial lighting or dramatic shadows.
Diverse Representation
Show the diversity of our clients and team. Include varied ages, genders, ethnicities, and abilities.
Human-Centered Tech
Technology should serve people, not dominate them. Show screens and tools as part of human workflows.
Photo Categories
People at Work
Real professionals in authentic work environments. Capture genuine collaboration, focus, and expertise.
Guidelines
- Natural lighting preferred - near windows or well-lit spaces
- Candid over posed - capture people engaged in actual work
- Show diversity in age, gender, ethnicity, and ability
- Include Australian cultural context where appropriate
- Avoid forced smiles or staged "teamwork" poses
Avoid
- Stock-looking handshake images
- People pointing at blank screens
- Overly formal suit-and-tie imagery
- Celebrating around laptops
Technology & Interfaces
Software, dashboards, and technology in use. Show the tool serving the human, not the other way around.
Guidelines
- Screens should show realistic, relevant content
- Capture technology as part of the workflow, not isolated
- Include context - hands, environment, purpose
- Use shallow depth of field to focus attention
Avoid
- Blue-tinted "tech" filters
- Abstract circuit board imagery
- Floating holographic UI concepts
- Empty placeholder interfaces
Office & Environment
Modern, professional workspaces that feel welcoming and productive.
Guidelines
- Clean, organized spaces without sterility
- Natural elements - plants, natural light, wood textures
- Show variety - open plan, meeting rooms, focus spaces
- Australian architecture and landscape where relevant
Avoid
- Generic glass tower exteriors
- Empty, soulless corporate lobbies
- Overly cluttered desks
- Dark, windowless environments
Conceptual & Abstract
Visual metaphors for compliance, security, trust, and innovation. Use sparingly for hero sections.
Guidelines
- Prefer tangible metaphors over abstract shapes
- Align with brand color palette
- Maintain professional tone - not playful or whimsical
- Consider accessibility - avoid flashing or high-contrast patterns
Avoid
- Padlocks and shields (overused security clichés)
- Flying documents or digital particles
- Maze imagery for complexity
- Generic "innovation" lightbulbs
Color Treatment
When applying brand colors to photography, use restraint. Color should enhance, not overpower.
Marine (#075156)
Overlays and tints for trust and authority
Example: Hero section overlays, duotone effects
Navy (#17232D)
Dark backgrounds, text overlays
Example: Caption backgrounds, image frames
Citrus (#ABDD65)
Accent highlights only - never as primary color
Example: Call-out borders, small UI elements on images
Pale Blue (#E5EEEF)
Light backgrounds, subtle washes
Example: Image container backgrounds, soft overlays
Treatment Examples
Correct: Subtle brand tint
Avoid: Overpowering color
Technical Specifications
| Context | Min Width | Aspect Ratio | Format | Max Size |
|---|---|---|---|---|
| Hero images | 1920px | 16:9 or 21:9 | WebP, JPEG fallback | 500KB |
| Card thumbnails | 600px | 4:3 or 3:2 | WebP, JPEG fallback | 150KB |
| Profile photos | 400px | 1:1 | WebP, JPEG fallback | 100KB |
| Blog featured | 1200px | 16:9 | WebP, JPEG fallback | 300KB |
| Social sharing | 1200px | See social specs | PNG for graphics, JPEG for photos | 1MB |
Quality Guidelines
- Resolution: Minimum 72 DPI for web, 300 DPI for print
- Color profile: sRGB for web, Adobe RGB or CMYK for print
- Compression: Use WebP with JPEG fallback for optimal performance
- Alt text: Always provide descriptive alt text for accessibility
- Lazy loading: Implement for below-fold images
Composition Guidelines
Rule of Thirds
Place subjects at intersection points, not dead center. Creates dynamic, professional compositions.
Negative Space
Leave room for text overlays and breathing room. Don't crowd every edge with content.
Focal Point
Use depth of field to guide attention. Blur backgrounds to emphasize the subject.
Eye Line
In people shots, subjects should look into the frame or at the camera, not out of frame.
Stock Photo Guidelines
When custom photography isn't available, select stock images carefully:
Ensure commercial use rights. Prefer royalty-free or licensed from reputable sources (Unsplash, Pexels, paid stock).
Reverse image search to ensure the photo isn't on competitors' sites. Common stock is recognizable.
Adjust color grading, crop thoughtfully, and apply subtle brand color overlays if appropriate.
Select photos that feel like they belong with our existing visual library in terms of lighting, composition, and mood.
Keep records of where each image came from and its license terms. Required for compliance.
Accessibility Requirements
Alt Text
Every image must have descriptive alt text. Describe the content and purpose, not just "photo of person."
alt="Compliance analyst reviewing transaction alerts on dual monitors" Text Contrast
Text overlaid on images must meet WCAG AA contrast requirements (4.5:1 for normal text, 3:1 for large).
Use semi-transparent overlays or solid backgrounds behind text.
Motion Sensitivity
Avoid auto-playing videos or animated images. If used, provide controls and respect prefers-reduced-motion.
Decorative Images
If an image is purely decorative and adds no information, use an empty alt attribute: alt=""