UPM Brand

Photo style

Crafting visual stories through photography

As the UPM image style can’t be achieved solely through editing, it’s important to brief photographers​ and carefully plan photoshoots.​ These guidelines cover good things to consider before, during, and after a shoot. Please reach out to the brand team if you need input and assistance in planning your photoshoots.

 
 

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​.