Imagery

The image language is important to evoke emotion and tell stories that connects with our audience. The context of imagery, the function and purpose it fills should be put at center stage to ensure variety, quality and economy for future image projects.

Concept

The image language rest on the idea of truth and simplicity – representing Nordnet in a direct, transparent and authentic way. The images are simple in content and composition but rich in
meaning, making room for communicative messages.

The context of imagery and the function and purpose it fills should be put at center stage to ensure variety, quality and economy for future image projects.

Check list

  • Use as few elements as possible centered in the image and a clean background area of grayscale.
  • Use the calm background areas for messages that connects with the motif.
  • Strive to create a variety in motifs for a rich image bank.
  • When portraying people, make sure the person connects with the audience by looking at the camera. (unless its a documenting image)
  • For occasions when we cannot control quality we may use black/white treatments to align with the overarching image language.
  • Never use images as fillers, it makes the communication distant. Rather use graphics.

Image types

All images we work with will not be taken with the same purpose and end-use in mind. Some images should be in our image bank for a long time and work for several different departments while others are more documentary or specifically corresponding to a temporary event.

Growth / conceptual

Images who either are conceptual relating to an important campaign and/or brand-building activities with timeless qualities for long-term use in marketing and representative communication. Should share the overarching visual style of the image concept.

Specific subjects / portraits

Images that should be sufficiently universal to work with for a long time and be representative of our business and our people.

Moments

Every day, Nordnet create a large amount of images for ongoing documentation, internal documents or fast communications.

Portraying growth

Growth is the backbone of Nordnet and could always represent our business.

Check list

  • Connect with the message by portraying Growth in a relevant and appealing way.
  • Let the image tonality represent our passion for investments and savings.
  • Interpret Growth predominantly as a physical metaphor as it is easy to understand.
  • Strive to include colour in the image to create impact.
  • Do not let Growth be a reason not to come up with creative.

Subjects / portraits

Images that should be sufficiently universal to work with for a long time and be representative of our offer, our people and relevant topics.

Check list

  • Choose motifs that gives the audience instant understanding of the message, do not over complicate meanings.
  • Use a variety of still life objects and compositions.
  • Make sure people connect with the audience by looking into the camera.
  • Let the character and personality of a person shine through.

Moments

Moments are snapshots of the everyday activities in the world of Nordnet that we predominately use for fast communications, such as social media.

Check list

  • For occasions when we cannot control quality we may use black/white treatments to align with the overarching image language.
  • Use perspectives, angles and light to create calm backgrounds if possible.
  • Adopt a documentary approach, capturing the essence of the activity in an IRL way.
  • Avoid posing and unnatural expressions.