# 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.

_1699974177464_1000x1000.png?alt=media&token=8l0gxi4qh6z)

[Individuals](https://brand.thanksben.com/artdirection?e=1mz1hagrrst)

_1699974158158_1000x1000.png?alt=media&token=cefe3lc44mx)

[Close-ups](https://brand.thanksben.com/artdirection?e=1u34e606yb3)

## 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