Imagery is one of the most overlooked elements in brand design — and yet, it’s one of the most emotionally powerful. In a space where everyone’s chasing connection, meaning, and memorability, it’s surprising how often brands fall back on visuals that feel flat, generic, or lifeless.
Part of that comes down to convenience. There’s an endless sea of stock libraries, and now AI tools are generating imagery in seconds. But just because something is easy to get doesn’t mean it’s right. A polished image isn’t always a powerful one — and it rarely tells the story your brand actually needs to tell.
That’s the problem. When imagery becomes surface-level, the emotional core of a brand starts to dissolve.
I Don’t Just Use Images — I Build Stories With Them
When I design a brand, I treat imagery with the same level of intent as typography, colour, and tone. It’s not a filler. It’s a storytelling device. The right image can hold emotion, set pace, create trust — and the wrong one can undo all of that in a second.
I look for images that feel real. People who aren’t acting. Moments that feel lived, not staged. Natural light. Honest texture. Images that carry meaning without trying too hard to be ‘perfect.’
If I can, I lean into reportage-style photography. It’s raw. It’s human. It’s full of micro-emotions that make you feel like you’re seeing something true. That’s the emotional layer — the heart — that so many brands miss when they prioritise polish over connection.
This is a perfect example of imagery that places you in the moment. It doesn’t feel staged. It feels observational, honest — like you’re witnessing something real without intruding. The composition, the expressions, the light — everything invites you to engage, not just look. That’s the kind of emotional truth I look for in the images I use. It’s not about perfection. It’s about presence, mood, and story.
How I Source Imagery (And Why It Matters)
Image sourcing is never an afterthought in my process — it’s foundational. Depending on the scale, budget, and needs of a brand, I choose from five main sources:
Bespoke Brand-Led Photography
This is always the gold standard. Shooting original photography that’s tailored to a brand’s tone, story, and audience gives you complete control — and it pays off in consistency, depth, and clarity across every touchpoint. It’s an investment, yes, but one that can unify a brand visually from top to bottom.
Getty or iStock
If bespoke photography isn’t feasible, these libraries offer the best quality stock options. Their collections are better curated, the imagery often feels more natural, and the licensing is clear and robust. With enough time and consideration, you can still find shots that feel emotionally on-brand.
Shutterstock
More hit and miss. Shutterstock can work for royalty-free needs, but it requires serious digging to find imagery that doesn’t feel overly staged or outdated. For high-level brand work, it’s not usually my first stop — but in supporting roles, it has its place.
AI-Generated Imagery
This is a newer tool in my arsenal — something I’ll explore when I need more conceptual visuals or abstract visual storytelling. It’s not a one-size-fits-all solution, but when used thoughtfully, AI can be powerful in building mood, ideas, and visual metaphors that would be hard to source elsewhere.
Unsplash
I also use Unsplash as a free, supporting resource. It offers highly stylised, editorial-style imagery that can help complement brand narratives when used intentionally. It’s not always right for primary brand visuals, but it can be a powerful addition when used with a discerning eye.
No matter the source, I never treat image selection as decoration. It’s not about just finding something that fits — it’s about finding something that feels right.
Emotion First. Always.
I always come back to one simple question: What do I want people to feel? Confident? Curious? Understood? The right image can spark that feeling before a single word is read — and when it’s paired with intentional design and tone, it becomes the most expressive tool in the system.
But that only works when the imagery feels truthful. If it looks staged or lifeless, it disconnects. It becomes noise. I’ve seen brands with smart strategy and beautiful identity fall apart because the visuals didn’t carry the weight.
That’s why I spend time — sometimes hours, sometimes days — finding the right images. Reviewing, testing, rejecting. It’s not a quick flick-through. It’s about curating emotion, tone, and meaning. One wrong image can create a gap in trust. One right image can anchor the whole identity.
Real Over Perfect
Great brands aren’t remembered because they looked clean. They’re remembered because they felt honest. Grounded. Human. That’s the role imagery plays when it’s done well — it gives the brand a face, a tone, a heartbeat.
I believe a good image can make a brand. A bad one can quietly ruin it. And in a world oversaturated with content, the difference between the two is often subtle — but it’s everything.
That’s why I never treat imagery as secondary. It’s one of the most emotional, impactful parts of brand design. And when it’s chosen with care and intention, it becomes one of the most valuable.
Imagery is one of the most overlooked elements in brand design — and yet, it’s one of the most emotionally powerful. In a space where everyone’s chasing connection, meaning, and memorability, it’s surprising how often brands fall back on visuals that feel flat, generic, or lifeless.
Part of that comes down to convenience. There’s an endless sea of stock libraries, and now AI tools are generating imagery in seconds. But just because something is easy to get doesn’t mean it’s right. A polished image isn’t always a powerful one — and it rarely tells the story your brand actually needs to tell.
That’s the problem. When imagery becomes surface-level, the emotional core of a brand starts to dissolve.
I Don’t Just Use Images — I Build Stories With Them
When I design a brand, I treat imagery with the same level of intent as typography, colour, and tone. It’s not a filler. It’s a storytelling device. The right image can hold emotion, set pace, create trust — and the wrong one can undo all of that in a second.
I look for images that feel real. People who aren’t acting. Moments that feel lived, not staged. Natural light. Honest texture. Images that carry meaning without trying too hard to be ‘perfect.’
If I can, I lean into reportage-style photography. It’s raw. It’s human. It’s full of micro-emotions that make you feel like you’re seeing something true. That’s the emotional layer — the heart — that so many brands miss when they prioritise polish over connection.
This is a perfect example of imagery that places you in the moment. It doesn’t feel staged. It feels observational, honest — like you’re witnessing something real without intruding. The composition, the expressions, the light — everything invites you to engage, not just look. That’s the kind of emotional truth I look for in the images I use. It’s not about perfection. It’s about presence, mood, and story.
How I Source Imagery (And Why It Matters)
Image sourcing is never an afterthought in my process — it’s foundational. Depending on the scale, budget, and needs of a brand, I choose from five main sources:
Bespoke Brand-Led Photography
This is always the gold standard. Shooting original photography that’s tailored to a brand’s tone, story, and audience gives you complete control — and it pays off in consistency, depth, and clarity across every touchpoint. It’s an investment, yes, but one that can unify a brand visually from top to bottom.
Getty or iStock
If bespoke photography isn’t feasible, these libraries offer the best quality stock options. Their collections are better curated, the imagery often feels more natural, and the licensing is clear and robust. With enough time and consideration, you can still find shots that feel emotionally on-brand.
Shutterstock
More hit and miss. Shutterstock can work for royalty-free needs, but it requires serious digging to find imagery that doesn’t feel overly staged or outdated. For high-level brand work, it’s not usually my first stop — but in supporting roles, it has its place.
AI-Generated Imagery
This is a newer tool in my arsenal — something I’ll explore when I need more conceptual visuals or abstract visual storytelling. It’s not a one-size-fits-all solution, but when used thoughtfully, AI can be powerful in building mood, ideas, and visual metaphors that would be hard to source elsewhere.
Unsplash
I also use Unsplash as a free, supporting resource. It offers highly stylised, editorial-style imagery that can help complement brand narratives when used intentionally. It’s not always right for primary brand visuals, but it can be a powerful addition when used with a discerning eye.
No matter the source, I never treat image selection as decoration. It’s not about just finding something that fits — it’s about finding something that feels right.
Emotion First. Always.
I always come back to one simple question: What do I want people to feel? Confident? Curious? Understood? The right image can spark that feeling before a single word is read — and when it’s paired with intentional design and tone, it becomes the most expressive tool in the system.
But that only works when the imagery feels truthful. If it looks staged or lifeless, it disconnects. It becomes noise. I’ve seen brands with smart strategy and beautiful identity fall apart because the visuals didn’t carry the weight.
That’s why I spend time — sometimes hours, sometimes days — finding the right images. Reviewing, testing, rejecting. It’s not a quick flick-through. It’s about curating emotion, tone, and meaning. One wrong image can create a gap in trust. One right image can anchor the whole identity.
Real Over Perfect
Great brands aren’t remembered because they looked clean. They’re remembered because they felt honest. Grounded. Human. That’s the role imagery plays when it’s done well — it gives the brand a face, a tone, a heartbeat.
I believe a good image can make a brand. A bad one can quietly ruin it. And in a world oversaturated with content, the difference between the two is often subtle — but it’s everything.