UPM Brand
 

UPM’s visual narrative guidelines

It embodies UPM’s brand promise "we renew the everyday" by visually reinforcing our commitment to empowering people, businesses, industries, and societies to thrive.

By showcasing our people, innovations, and presence in everyday life, and highlighting our portfolio's breadth, we emphasize our commitment to empowering people, businesses, industries, and societies to thrive – creating a cohesive and authentic brand presence.

 
 

Our visual principles 

 
Simplicity

Simplicity

Meticulousness

Meticulousness

Human-centricity

Human-centricity

Cleanness

Cleanness

Lightness

Lightness

Quality-focused

Quality-focused

UPM’s visual structure

Our visual storytelling operates on two distinct levels, primarily through photography.

Brand level: This level visually embodies our brand promise, creating a cohesive and compelling narrative that resonates with our audience.

Business level: This level highlights UPM’s strategic positioning, showcasing our target market and industry leadership.

We communicate our story through our visionary creators, the innovations we introduce, and the solutions we propose. Our products and their impact on everyday life are showcased through visually engaging, yet toned and coherent photography. This approach ensures that our images are not only captivating but also aligned with our brand’s aesthetic and message.

Brand level visual narrative  

Showcasing our people, innovations, and presence in everyday life, expressing our commitment to empowering people, businesses, industries, and societies to thrive.

 
 

Visionary Creators

Focus

Authentic, dynamic portraits and group shots of UPM employees, emphasizing collaboration, expertise, creativity, and culture.

Setting

Neutral light, warm and engaging compositions,
with a sense of energy, authenticity, and pride.

 

Guidelines

  • Encourage eye contact in portraits to establish a strong sense of connection, authenticity, and warmth.
  • Capture active and engaging work environments, with moments of real collaboration.
  • Showcase diverse teams in candid interactions
  • Avoid overly formal corporate setups
    • authenticity is key.
 
 
 

Innovation

Focus

Illustrating UPM’s forward-thinking approach
through material close-ups and R&D processes

Setting

Microscopic closeups and detailed shots that
highlight UPM as a forward-thinking innovator

 

Guidelines

  • Use macro and detail shots to emphasize material properties and scientific processes.
  • Experiment with angles and light to create engaging, futuristic imagery.
  • Keep a clean, minimalistic backdrop to keep the focus on the innovation itself.

 
 
 

Solutions

Focus

Bringing UPM’s innovations to life in real-world applications: across different industries and everyday settings.

Setting

Lifestyle-oriented, contextual imagery showcasing solutions in action.

 

Guidelines

  • Include human presence, but ensure the product remains the focal point.
  • Capture diversity in everyday scenarios, reflecting a global impact.
  • Maintain a balanced, natural look to ensure all images work well together—avoiding over-stylized or heavily edited imagery.
 
 
 
 

Business level visual narrative  

Expressing the breadth of our portfolio and our desire to create meaningful impact through our products.

 
 

Product

Focus

  • Showcasing UPM’s material solutions in a controlled, studio-like setting.
  • Clear, high-quality visuals of UPM products in standardized compositions.

 

 

Guidelines

  • Use isometric flat-lay compositions at a 45-degree angle or directly overhead.
  • For liquid or flexible materials, use dynamic arrangements to emphasize flow and texture.
  • Feature repetitive patterns of the product extending beyond the frame to imply scale.
 
 

Impact

Focus

  • Illustrating the effect of UPM’s solutions in specific industries.
  • Contextual images of products in industry-specific environments.

 

 

Guidelines

  • Capture close-up shots that emphasize material integration within an industry.
  • Maintain clean, clutter-free backgrounds while retaining necessary contextual elements.
  • Avoid staged or artificial-looking compositions—authenticity remains essential.