Photography without background
Photography and
The Beat
Now you’ve understood The Beat, let’s explore one of its most striking uses : its interaction with photography.
Product Photography and The Beat
People Photography and The Beat
People Photography and The Beat
Photography without background
01 Product and
The Beat
We’re all about helping people get access to better products and make better decisions. Our product photography is a compelling way of driving that idea home. In a heavily stylised way, we use dark objects to ensure the product stands out from our brand colours. To create a sense of uplift and empowerment, we shoot our product as if it’s floating, adding depth and allowing it to interact with the ‘A’ of Alma and lines of The Beat.
01 Product and the Beat
How to use
Begin with the desired product image.
Cut out the product.
Apply a black & white filter (if necessary).
Place product image in composition (rotate to give appearance of floating).
Apply coloured lighting to the product reflecting of the colours surronding near it in the composition.
Make sure the counter of the A’ is at the front of the composition to create depth.
01 Product and The Beat
Misuse
Don’t position the object as if on a surface.
Don’t show objects that haven’t been stylised to our colourways.
Don’t crop objects into The Beat lines.
Don’t position objects far away from the central A’.
Photography without background
02 People and The Beat
With Alma, everyone can shop to their own beat of better. We show this by combining The Beat with people photography. We convey how it feels to use Alma, rather than what it looks like. Our subjects appear satisfied and in control of their finances, with our lines adding a sense of energy.
02 People and The Beat
How to
Begin with the desired photography subject
Cut out the subject from the background.
Place The Beat lines.
Place the A's buttresses in the foreground.
02 People and The Beat
Misuse
Don’t use The Beat lines to crop photography.
Don’t use The Beat lines to decorate photography.
Don’t use The Beat lines to hold photography or other imagery.
Don’t overly obscure photography with The Beat lines
Photography without background
03 People and The
Beat emanation
When working with photography, The Beat can be used to create a powerful
visual representation of people finding their own beat of better. In this
instance, The Beat lines should radiate out from the subject, rather than our
‘A’. The width, colouring and number of radiating lines should, however, stay
the same as our core use cases.
03 People and The Beat emanation
How To
Begin with the desired photography subject.
Cut out the subject from the background, then alter the subject’s clothing colour to fit our style (if necessary).
Increase contrast, add orange lighting, and outline image as precisely as possible using image trace.
Offset outline and simplify curves manually . Aim for a balance of accuracy and simplicity .
Repeat the offsetting process, widening space between lines each time to approximate logo beat line ratio.
Perfect !
03 People and The Beat emanation
Misuse
Don’t follow the shape too closely.
Don’t make the shape too simple.
Don’t create uniformly wide emanating lines.
Don’t create beat lines behind the subject leave a blank space for the photography.
In action photography
By vertical
purchase
Through our in action photographs, we aim to emphasise the omnichannel nature of our product and illustrate that the shopping experience remains serene in any situation.
Store
Online
Telephone
In action photography
01 Store
For stores, we want to emphasise the various domains where shopping happens. We see both the customer and the merchant in a tranquil setting, fostering a sense of ease.
In action photography
02 Online
We primarily depict individuals shopping from the comfort of their homes. Our goal is not to portray impulsive buying but rather to create a reassuring and composed atmosphere within a home setting.
In action photography
03 Telephone
In this scenario, the merchant is represented in their shop, ready to assist the customer’s purchasing inquiries.
In action photography
How to use The Beat line
To make this imagery still recognizably Alma, we apply an altered version of The Beat lines, which emanate from the focal point of the image. This subtly shows how Alma fits seamlessly into everyday life, allowing us to capture candid moments and showcase the simplicity of our service.
When creating this imagery, bear a few rules in mind. Ensure the lines follow the contours of the subject and appear visually similar to the usual width and spacing of The Beat. Always show three lines the first orange, the second yellow and the third blue. Finally, add a soft opacity gradient to the end of the lines, to avoid creating a harsh chopped edge.
In action photography
How To
Select the object to highlight.
Draw the first line according to the object angle.
Outline the stroke and adjust the angle radius. External should be greater than the internal angle.
Add the red gradient. The line should blend in the background, so, when customising the gradient, beware of the line’s edges, which shouldn’t be visible.
To create the second line, copy and paste the first one, adjust the length and the angle. The space between them should be around the same as the thickness of the lines.
Follow the same process for the third line. Make sure that everything is aligned and clean.
Pattern
Another tool in our branding box
is a radiating pattern built from
the ‘A’ of Alma.
Pattern
How to use
Our pattern was created as a background element for
product and people photography, helping break up recurring
blocks of The Beat lines and bring pace to our branding.
Note: This element is only used in motion design
Pattern
Check out the
pattern in action
With people
With products