Photography

We use photographs to engage and inspire our audience. Our images always feature people and emotions that mirror the lives of our users. They're intimate, energetic, and authentic.

A woman in a hijab and athletic clothing exercising outdoors in a park.

Photography principles

A woman and child sharing a joyful moment while grocery shopping.
Real people
Our visual storytelling aims to capture the diverse tapestry of the human experience. We're unapologetically authentic — we showcase real people in genuine, candid moments.
A woman in a wheelchair smiling broadly after exercising on an athletic track.
Diverse representation
We actively showcase a wide range of backgrounds, ethnicities, abilities, and identities in our visual content. This promotes a sense of belonging and ensures all users see themselves reflected in our visuals.
A couple sharing an intimate, quiet moment together on a couch.
Positive imagery
We embrace the full spectrum of the human experience with a positive approach in our imagery — from joyful celebrations to moments of sadness.
Parents gaze lovingly at a newborn baby nestled in soft blankets.
Authentic emotions
We use intimate framing, perspective, warm lighting, and human elements to encourage the audience to empathise with the subject and connect with the content emotionally.

⁠Selecting the right photographs

A woman laughing while talking on the phone and holding exercise gear in an office.
Do
Select photographs that feel candid, emotive, and feature real people.
A woman posing with exercise equipment in an office while looking directly at the camera.
Don't
Don't use photographs that are overly posed or staged and lack energy or emotion.
Two friends laughing together on playground swings, with one wearing a prosthetic leg.
Do
Select photographs that have a sense of inclusivity and diversity.
A man standing over a seated woman while explaining something in an office.
Don't
Don't use photographs that highlight stereotypes and lack cultural representation.