Natural light
Daylight, from a window or outdoors. Soft shadows, no flash.
Photography
What our pictures show, how they are shot, and how to tell a good one from a near-miss.
overview
Moony imagery should feel warm, open, and quietly optimistic. Use soft light, generous negative space, tactile detail, and calm compositions that move from sunset warmth toward moonlit violet. Avoid generic fintech stock photography, visual noise, harsh contrast, and imagery that relies on hype or speculation.
Principles
Three qualities to check a new image against before it is used.
Real moments
People doing what they actually do, in places they actually work.
Room to breathe
One clear subject, with space around it for type to sit.
Style
A small set that sets the tone. New photography should sit comfortably beside these.
Treatment
How an image is shot and finished, so pictures from different shoots look like one set.
Photography
Apply these to every image before it goes out.
| Aspect | Guidance |
|---|---|
| Light | Natural and soft, from one direction |
| Color | True to life, slightly warm, never filtered |
| Composition | Subject off center, clear space on one side |
| Crop | 2:1 for headers, 4:5 for cards |
Do and don't
The decisions that come up most when choosing or editing a photograph.
People
Do
Show people looking at what they are doing.
Don't
Use models smiling at the camera.
Editing
Do
Correct exposure and white balance, then stop.
Don't
Add filters, vignettes or heavy contrast.
Type on images
Do
Place type on the calm part of the frame.
Don't
Set type across faces or busy detail.
Sources
Do
Commission or shoot our own.
Don't
Use stock that other brands also use.