People should always be seen in the context of an appropriate setting: a business owner in their shop, a family in their living room. Lighting should be bright and natural with saturated colors to add life and vitality. Show moments in people’s lives of cheerfulness, confidence, optimism and comfort.
Portraits of our people and legal plan attorneys should reflect the friendly and inviting nature of our brand.
A smile that would occur naturally, not posed, sets a warm and welcoming invitation.
Face & body slightly to the side
Facing straight at the camera is confrontational. The slight angle away allows the viewer to enter the space on their own terms.
Natural light reveals the person more as they really are, candid and unmanipulated.
Backdrop out of focus, showing a sense of space
Environment adds to the candidness and realness of the person. Blurring the background focuses more attention on the face.
Modern business casual attire
Suit and tie are “old” law. We are trying to convey the idea that we are modern, friendly and approachable. However, a suit and tie can be appropriate situationally.