UPM Brand
 

General rules

 
Ensure cultural diversity

Ensure cultural diversity

Stay compliant

Stay compliant

Remember PPE

Remember PPE

What to wear

Business casual

  • Wear something you feel comfortable in.​
  • Feel free to bring options or reach out to us if you’re unsure.​
  • If your photoshoot is in the afternoon, it’s good to bring a change, as you might stain your clothes during the day.​
  • Avoid using all black, overly colorful or very patterned clothing.​
  • To get cohesive photos, think ”basic” and neutral tones (beige, brown, navy blue, dark green), but comfortable and authentic to you.​

PPE

If we are in an environment where PPE is required, it’s important to always wear all PPE that is necessary, and wear it correctly.​ This means that:​

  • helmets/bump caps are on, and fastened​
  • jackets are buttoned​
  • goggles are on, not worn on the head​
  • gloves are on​
 

Lighting

  • Natural daylight creates the organic feeling we want to capture in all UPM imagery; avoid harsh artificial lighting unless necessary.​
  • Ensure a balance between highlights and shadows for a well-lit but natural appearance.​
  • Avoid overly dramatic shadows and artificial styles.​
 

Composition and framing

 
  • Use clean, well-balanced compositions without unnecessary clutter.​
  • Favor wide apertures and soft focus where needed​ to create a sense of depth.​
  • Try to capture shots for multiple different end-use cases; leave room for cropping and changing ratios: 16:9, 9:16, 5:1, 1:1, 3:2, 4:5, etc to ensure we can utilize the images in as wide varitety as possible​
 

Leave room for text & cropping …

… to maximize usage

 

Angles

Find interesting angles that grab viewers’ attention and put the subject in focus; these can be architectural, or more playful, like over-the-shoulder.​ Keep the camera at eye-level, and avoid portrait photos taken from too high, or too low angles.​

Do

Do​n't

Get eye-contact, on eye-level

Instead of low angles and looking away

​

Editing and color grading

  • Keep edits natural.​
  • Avoid heavy filters, dramatic contrasts, or artificial color enhancements.​
  • Prioritize neutral, warm tones and soft, natural light.​
  • Maintain consistency across all brand visuals to establish a unified identity.​

Do

Don't

Opt for neutral shades

Instead of too warm colors

Avoid

 

Light​

  • Overexposure, underexposure​.
  • Light effects in photoshop (photoshopped sun / sunbeams)​.
 

Color​

  • Filters or presets​.
  • Unnatural color grading​.
  • Too warm or too cool tones (wrong white balance)​.
  • Over-saturated photos (greens, yellows, reds, blues)​.
 

Clichés​

  • Stock photography.
  • ​Unnatural settings, e.g.  a product in the forest or another non-industry specific setting.
  • Relying too heavily on forest / nature imagery​.
 

Angles​

  • Unnatural and unflattering angles in people photography​.
  • Looking away or into the horizon​.