Chapter 8 of 12
Photography & image style
Photos that smell of soup
Our pictures show what really happens: hands passing bread, a crate of muddy leeks, a volunteer laughing at the stove. Natural light, warm colours and a little imperfection. If it looks like an advert, it isn't us.
What this means: Window light or outdoors. No flash, no studio lamps. Shoot in the morning or late afternoon for soft shadows.
What this means: Mostly calm and attentive, with room for the buzz of a full kitchen.
What this means: Warm whites, wood, greens and terracotta. Correct cold casts; never add a filter.
What this means: People doing something, not looking into the lens. Hands are often enough.
What this means: Close enough to see texture, wide enough to feel the table. Top-down for food.
Keywords
- daylight
- hands
- seasonal produce
- wood and linen
- together
- unstaged
- warm
- real members
Moodboard
- Ask permission before you photograph someone, and always for children (written consent from a parent).
- Show the variety of our neighbourhoods: ages, backgrounds, bodies, abilities.
- Leave calm space in the frame for a headline or the logo.
- Don't use stock photos of people who aren't part of Common Ground.
- Don't show people queuing or in need in a way that takes away their dignity.
- Don't add filters, vignettes or heavy retouching.
Questions about this guide?
Contact NoorLast updated 24 Sept 2026
Made with brandbooks