Most brand guidelines obsess over logos, colours and type. Very few say anything about light — and yet light is the first thing people feel when they meet your brand in a photo, a film or a shop window.
One hour, one mood
For Solene we wrote a single rule into the guidelines: every campaign image is shot within forty minutes of sunset. Warm, low, forgiving. Three seasons later the brand is recognisable from a thumbnail, without a logo in sight.
How to brief it
Name the hour, the direction and the temperature of the light in the brief. Share three reference frames that are about light, not about composition. Then protect that decision when the schedule gets tight.
Light is cheap, honest and impossible to fake well in post. That makes it one of the most underrated assets a brand can own.
Written by
Inês Duarte
Founder & Creative Director
Moziro’s journal is written by the people doing the work — no ghostwriters, no filler.
