Photographs should focus on isolated individuals—diverse in age, race, gender, nationality—in contemplative, creative, or exploratory poses within an expansive or immersive environment. It’s best when they’re facing away from the camera to make for a more universalizing impact, but it’s best to have a range of perspectives (bird’s eye view, “hero” close-up portraits, unique angles, etc). Muted tones, images with stronger contrast, and generally darker photos work well.
Style Guide
