Photo & Video

Download Photography & Video Guidelines

Photo & Video

Download Photography & Video Guidelines

Photo & Video

Download Photography & Video Guidelines

Foundation

Our imagery and videos reflect the craftsmanship of our products, the people we support with our knowledge, and the spaces we create.

Natural

Authentic

Balanced

Natural

  • Light changes the mood, so a good rule of thumb is to aim for bright, even, natural light in our spaces

  • If natural light is not possible, use soft lighting or reflectors when necessary

  • Use dramatic lighting only when it enhances products’ natural shapes and textures

  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a group of people sitting in chairs and looking at a laptop
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a group of people sitting in chairs and looking at a laptop

Authentic

  • Create or capture a space that feels real but inspiring

  • Embrace existing architecture and avoid spaces with distracting architectural elements

  • Personal details create realness without distraction while perfection through staging or retouching feels contrived

  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a group of people sitting in chairs and looking at a laptop
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a group of people sitting in chairs and looking at a laptop

Balanced

  • Reduce spaces to the essentials and minimize the amount of product in the space

  • Use realistic and raw styling to maintain a balance between realness and craft

  • Find angles and composition that enhance line, celebrate furniture or architectural lines, and find balance in colors and shapes

  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • Person sitting cross-legged in casual clothing using a smartphone.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog

Spaces

  • Respect natural colors and textures

  • Avoid distorted lenses and forced angles

  • Frontal views are usually the most flattering to spaces

  • Avoid overheads unless trying to show an entire space or graphic detail shot

  • Minimize distractions by moving product and styling for optimal shot

  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog

People

  • Help people look relaxed —capture realistic talent configurations and inspiring, real moments with natural facial expressions

  • Ensure product fits talent correctly and reflects a realistic usage of product with natural posture, not overly posed

  • Always cast people who can be used in videos and not just still imagery

  • Approach photo shoots in the same way you would shoot a film-considering the framing and narrative of each shot

  • Diversity should be reflected in race, age, and gender

  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a woman lying on a couch with a dog
  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a woman lying on a couch with a dog
  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a woman lying on a couch with a dog

Product

  • Play with composition using foreground and background

  • Don't overstress the depth of field

  • Show details that give you a sense of the materiality

  • Curate more editorial shots when possible

  • Shoot at eye level unless capturing more graphic shots

  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a woman lying on a couch with a dog
  • Person sitting cross-legged in casual clothing using a smartphone.
  • A man in an orange shirt sitting at a desk with a computer and mouse.
  • People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
  • a woman lying on a couch with a dog
  • a woman lying on a couch with a dog

Styling

  • Play with composition using foreground and background

  • Don't overstress the depth of field

  • Show details that give you a sense of the materiality

  • Curate more editorial shots when possible

  • Shoot at eye level unless capturing more graphic shots

People

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep hair, nails, and make-up neutral and natural

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use talent with unnatural hair colors, chunky highlights, statement or overly trendy hairstyles—also avoid colorful and unnatural makeup and nail polish

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use tailored and fitted clothing that feels effortless and stylish

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use clothing with distracting fits, cuts, or angles

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep wardrobe neutral and cohesive between talent and environment

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use bright pops of color, patterns, distracting jewelry or accessories, or overly trendy styles

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep hair, nails, and make-up neutral and natural

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use talent with unnatural hair colors, chunky highlights, statement or overly trendy hairstyles—also avoid colorful and unnatural makeup and nail polish

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use tailored and fitted clothing that feels effortless and stylish

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use clothing with distracting fits, cuts, or angles

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep wardrobe neutral and cohesive between talent and environment

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use bright pops of color, patterns, distracting jewelry or accessories, or overly trendy styles

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep hair, nails, and make-up neutral and natural

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use talent with unnatural hair colors, chunky highlights, statement or overly trendy hairstyles—also avoid colorful and unnatural makeup and nail polish

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use tailored and fitted clothing that feels effortless and stylish

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use clothing with distracting fits, cuts, or angles

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Keep wardrobe neutral and cohesive between talent and environment

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use bright pops of color, patterns, distracting jewelry or accessories, or overly trendy styles

Space

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Add plants to incorporate a warm, emotive element in the space

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use unrealistic, artificial, or distracting props

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use props that feel authentic to the purpose of the space and layer natural elements with graphic shapes

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use content that looks fabricated, messy, busy, or distracting

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use architecture to frame the product application

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Compose images with architecture elements that compete with the product application

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Add plants to incorporate a warm, emotive element in the space

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use unrealistic, artificial, or distracting props

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use props that feel authentic to the purpose of the space and layer natural elements with graphic shapes

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use content that looks fabricated, messy, busy, or distracting

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use architecture to frame the product application

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Compose images with architecture elements that compete with the product application

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Add plants to incorporate a warm, emotive element in the space

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use unrealistic, artificial, or distracting props

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use props that feel authentic to the purpose of the space and layer natural elements with graphic shapes

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Use content that looks fabricated, messy, busy, or distracting

A man in an orange shirt sitting at a desk with a computer and mouse.
Do

Use architecture to frame the product application

People are working and walking in a modern office space with wooden floors, large windows, and various seating arrangements.
Don't

Compose images with architecture elements that compete with the product application

On-Screen Text

  • Use either Cream Tint or Petrol Black for text and graphics, and keep consistent for entirety of video

  • Solid backgrounds are Petrol Black or Cream Tint

  • Avoid long sentences and paragraphs of text

  • Use fade in/fade out transitions

Logos

  • The logo is placed in the center third of the screen, sized at 48 pt height

  • Videos should start and/or end with a Haworth logo

  • A background is required once—a white, Cream Tint, or Petrol logo overlay is acceptable for one use if the logo appears at both the beginning and end

  • Do not use logo with registered trademark symbol

  • White logo can be used on Petrol Black for emotive brand videos only

abstract shapes image
abstract shapes image

Logo without registered trademark symbol is centered and sized at 48pt height.

Titles

  • Center the text within the screen

  • Titles appear at beginning of video over footage or solid background consistent with logo treatment

  • Titles are set in Founders Grotesk XCond Bold in 160 pt text and 144 pt leading

  • Sub text is set in Founders Grotesk Regular in 62 pt text and 120 pt leading under title

3d chart analytics image
3d chart analytics image

Uniform sizing, font selections, placement, and color reinforce the Haworth brand and creates consistency across our videos.

Lower Thirds

  • Use 96 pt margin

  • Left-align text

  • Place text in the bottom left or bottom right corner

  • Names are set in Founders Grotesk Medium in 60 pt text

  • Identifiers, such as titles, are set in Founders Grotesk Regular in 40 pt text and 62 pt leading under the name

  • Avoid text running into the center third of the screen— if an identifier is long, break into two lines

3d character scene
3d character scene

Our lower thirds are understated, balanced, and refined.

Call to Action

  • Center the text within the screen

  • The call to action should appear at the end of the video and fade right before the Haworth logo

  • Use the same color combination as the logo treatment

  • Call to action is set in Founders Grotesk Regular at 40 pt text size

3d character scene
3d character scene

Call to action statements are short with clear direction.

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