Art

Direction

Our photography shows the diverse circumstances of people living with and connected by Ben. Our photography allows people to see themselves in the brand.

Categories

There are two ways we use photography. We either show the individual (employer and employee) or we show more intimate close-ups of what Ben can be used for.

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Individuals

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Close-ups

Individuals

Principles

1. Lighting
   For our photography to feel authentic, we need to make sure that the lighting is natural. It should feel warm and optimistic.

2. Candid
   Capturing those intimate and often fleeting moments creates authenticity and emotion in our photography.

3. Casting
   We want to reflect the diverse community that uses Ben every day. We should always aim to show our users in the realest way possible. This extends beyond race and gender. Show diversity in ability, life stage, interest, and circumstance too.

Close-ups

Principles

1. Subject
   The subject of our close-ups can vary. It can be something that Ben facilitates, a hobby, or just a moment between two people. Don’t be afraid to capture unusual and diverse interests.

2. Frame
   The close-ups must focus on a single thing or moment. They shouldn’t be obscure or abstract.

3. Sensitive
   We talk about serious topics with subtlety and sensitivity. We do this through tasteful crops that loosely link with the subject to allow the audience to use their imagination. Anything too direct can feel insensitive.

Starter library

Things to avoid

Don’t use black and white photography

Don’t use staged photography

Don’t use obvious stock imagery