Our art direction showcases our services and people. It can be expansive, presenting authentic people and their lifestyles.
Our photography can also be clean, focused and singular, always with a strong point of view and representing all of our regions.
We also rely on three-dimensional computer graphics to support the art direction in specific cases if required or relevant. These techniques should reflect the overall photography and art direction guidelines.
ALL IMAGES ARE FOR REFERENCE ONLY. WE DON’T OWN THE COMMERCIAL RIGHTS TO USE THEM.
Art Direction: Overview
USAGE:
SERVICE SPECIFIC
Studio: Still Life
Professional Production
Subject Only
Subject with human interaction
Solid Backgrounds
USAGE:
SERVICE SPECIFIC
Studio: Products
Physical Products
Digital Products
Subject Only
Subject with human interaction
Solid Backgrounds
USAGE:
CORE BRAND
Studio: People
Professional Production
Portraits
Captains & Tigers Only
Studio Backgrounds
USAGE:
CORE BRAND + SERVICE SPECIFIC
Lifestyle
Professional Production
Cast- Models
Locations, not Studio
Natural Treatment
Studio: Still Life
Principles
Lighting
We always try to rely on professional photographers
who are able to control the lights in a studio photoshoot.
The goal is to produce bright colours, sharp textures,
controlled shadows, and the flexibility to change
the solid background colours as much as we can.
Production
We always try to work with high quality producers
when it comes to a photoshoot: food styling, nails
and hand models, and any other props that are key
to achieve the highest standards.
Studio: Still Life
Angles
We shoot still life flexibly from three different angles.
It’s important that we keep these angles consistent
throughout our PDP product photography.
45° Angle
45 degrees showcasing the top and side
of the subject matter.
Studio: Still Life
Angles
We shoot still life flexibly from three different angles.
It’s important that we keep these angles consistent
through our range of shots.
Top View
Ninety degree shots showcasing
the top of the subject matter.
Studio: Still Life
Angles
We shoot still life flexibly from three different angles.
It’s important that we keep these angles consistent
through our range of shots.
Straight on
Straight on shots showcasing the face
of the subject matter.
Studio: Products
Physical Products Principles
Physical products means everything tangible that lives outside the Careem app. We showcase these products using photography and/or CGI, in order to generate hyper-realistic packshots and other Careem branded physical products.
Food/groceries packaging
Delivery bags and boxes
Bicycles and other mobility objects
Devices (i.e. payment machines)
Other branded merchandising
Photography
We follow the same principles of the Studio: Still Life:
• With and without human interaction
• 45º, top view, and straight on angles
• Lighting and Production.
CGI
We can use 3D softwares to create hyper-realistic images of our physical products. The outcome should be the same as the other Studio imagery principles described above. In other words:
• Super realistic images, looking like photographs
• Angles and lighting reflecting the overall Studio principles
Studio: Products
Physical Products Principles
Physical products means everything tangible that lives outside the Careem app. We showcase these products using photography and/or CGI, in order to generate hyper-realistic packshots and other Careem branded physical products.
Food/groceries packaging
Delivery bags and boxes
Bicycles and other mobility objects
Devices (i.e. payment machines)
Other branded merchandising
Photography
We follow the same principles of the Studio: Still Life:
• With and without human interaction
• 45º, top view, and straight on angles
• Lighting and Production
CGI
We can use 3D softwares to create hyper-realistic images of our physical products. The outcome should be the same as the other Studio imagery principles described above. In other words:
• Super realistic images, looking like photographs
• Angles and lighting reflecting the overall Studio principles
Studio: Products
Digital Products Principles
Digital Product means the Careem app. There are two ways of showing our UI: focusing on the design itself and having the phone mockup as minimalistic as possible, if at all.
Phone Mockup
• Always white
• Clay or not hyper-realistic 3D renders
• Straight on angle only (frontal)
• Minimal system UI components (battery, time etc)
UI Only
• No frames or outlines
• Rounded corners
• Soft drop shadows
• Straight on angle only (frontal)
• Minimal system UI components (battery, time etc)
Studio: Products
Digital Products Principles
Digital Product means the Careem app. There are two ways of showing our UI: focusing on the design itself and having the phone mockup as minimalistic as possible, if at all.
Phone Mockup
• Always white
• Clay or not hyper-realistic 3D renders
• Straight on angle only (frontal)
• Minimal system UI components (battery, time etc)
UI Only
• No frames or outlines
• Rounded corners
• Soft drop shadows
• Straight on angle only (frontal)
• Minimal system UI components (battery, time etc)
Examples in use
Studio: People
Principles
Technical Principles:
• Controlled lights
• Vibrant colours and contrasts
• Natural/corrective hair & make up
• Wardrobe assistant for ironing
Tigers and Captains Principles:
• Confident, positive and relaxed look
• Smiles are welcome but not mandatory
• Dress code: whatever the Tiger wears normally, as long as the outfit matches the Careem colour palette or is neutral*
• Neat and clean uniforms, if required.
Lifestyle
Principles
People and Location Principles:
• Our models should appear natural and authentic, and be the main focus of the shot.
• Backgrounds should be real and locally relevant.
• Wardrobe, hair & makeup, and accessories to reflect the target audience, always with a strong sense of fashion, resulting in a unique look & feel – we’re a tech and modern company that should inspire and set trends*.
• We rely on fashion/lifestyle professional photographers, stylists, and art directors as much as we can.
• We avoid stock images.
Table Top Principles:
• We rely on specialised food photographers, stylists,and art director as much as we can.
• Local/regional dishes, ingredients and flavours
are always welcome.
• We avoid stock images.
EXAMPLES IN USE
EXAMPLES IN USE
