Visual language
No matter what help is needed, we’re there to provide outcome-driven solutions that demonstrate our commitment to care and recovery. This sense of dedication is seen in our photography and visual world. The style is honest, clear and focused, without any artificial or overly dramatic elements. Because real life and genuine results are what matter.
Our photographic inspiration is based on the documentation and editorial style. Our visual language is human- centric:
caring, together, honest, focused, simplified, outcome-driven, smart.
Clinical surrounding
User & Customer surrounding
We're everywhere life is we meet people in all their personal situations with innovation built on understanding and trust, and showcase the joy of feeling protected.
The goal is to always show authentic moments that place the viewer in the middle of the action. These can be aspirational as well as challenging situations. We are always at eye-level and always focused on the positive.
Guiding principles in photography

Please avoid:
- Harsh lights and deep shadows
- Unnaturally colored lighting and color casts
- Overly dramatic, mystical lighting, excessive lens flare
- Clinical clean whites and neutral grey tones

Please avoid:
- Desaturated colors as well as high color contrasts
- Color casts

Please avoid:
- Static and arranged angles
- Overly-dramatic angles that don’t fit the situation
- Predictable visual axis

The goal is to always show authentic moments that place the viewer in the middle of the action. These can be aspirational as well as challenging situations. We are always at eye-level and always focused on the positive.
Please avoid:
- Passive, uninterested posing
- Direct gaze into the camera
- Unrecognizable motion blur
- Showing pain and fear
Guidance – choices to avoid






Cropping title images

- Pay attention to the image detail.
- Leave space for the ellipse and do not disturb it with unimportant details.

- Don't lose focus on what matters.
- Let emotions work, don't crop faces if the story is conveyed through them.
See also
For further information get in touch
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