Photography

Our visuals prioritise nordicness and celebrate the movement and energy within everyday human interactions. For us, creating imagery means showcasing the interplay between people and energy in ways that feel unique to our brand. It’s about crafting a visual narrative that is versatile and memorable across all platforms.  We seek to illustrate inspiring, authentic moments that reflect the energy of real life, full of rich details and emotional relevance. Avoid stereotypes.

 

Photography goals

  1. The images aim to capture the dynamic relationship between people and energy. The visual style emphasises a Nordic attitude and a relatable atmosphere.
 
     
  2. A distinctive photo concept reflects both the brand and business style, achieved through unique angles, and creative lens choices. This approach ensures the visuals stand out and maintain a strong, recognisable identity.

     
  3. Diversity and inclusivity are essential values that reflect 
the culture of modern Nordic societies.

     

Photography principles

FORTUM IS FORTUM IS NOT
WARM COLD
While we aim for warmth, it doesn’t just mean warm tones – warmth can also be conveyed through things like people’s happy expressions. We want to avoid conveying cold or unrelatable moments in our images.
FORWARD-LOOKING RETRO
We want to appear as a forerunner for the future. We want to avoid appearing outdated or overly conventional.
DYNAMIC STATIC
Let's keep the dynamism present in the photos to avoid them feeling too staged. Static We want to avoid staged or fake appearances in our images.
BILLBOARD WORTHY MESSY
We want impressive photos that convey our ambition – bold, memorable images that stand out, even on large surfaces. The backgrounds in the images should not be too busy, allowing the visual message to have space to stand out.

Photography execution

Colour
The colour palette of the photos combines Nordic modernity and brightness with calmness.

 

Lighting
The lighting is softly warm and bright, creating a cozy atmosphere without fading.

 

Composition
Use layouts in the images that are easy to crop and adapt for different media platforms.

Photo retouching

Post-production is kept refined and subtle, ensuring the authenticity of our images remains intact. Even when adopting a playful tone, we prioritise balance and restraint.


We avoid effects that distract or overpower the natural beauty and storytelling of the image.
Stock images should be carefully refined to align with our style, ensuring they look their best while maintaining the authenticity and quality of our brand.

Imagery examples

Our image style highlights warmth, authenticity, and the energy company's role in everyday life. Bold, Nordic-inspired visuals with unique angles. 
Below are various great examples of successful images.

 

People

Authentic dynamic moments captured with storytelling angles, modern Nordic aesthetics and individuals full of character – avoiding stereotypes and model-like appearances.

When showcasing our own people the images emphasise professionalism, safety, and energy production. They show employees in natural settings with proper safety equipment. Visuals are realistic yet inspiring, with engaging details or creative angles.

 

Nature

Nature imagery highlights the connection between people and their environment, showcasing harmony in natural or urban settings. Standalone nature shots can focus on details, emphasising texture, color, and natural beauty.

 

Do's Don'ts
Use credible and authentic images of people working. Don't use images that look clichéd, staged, or fake.
Use striking images of different energy forms that are clearly located in our market area. Don't use photos that look ominous, dark, gloomy, or polluted.
Use images of people in activities. Don't use images where people look sad or worried.
Use images with a clear space and interesting composition. Don't use images with strong light leaks or lens flare as it looks fake.
Use images that look and feel Nordic. Don't use images that are conventional or surreal.
Use images with interesting graphical lines and/or striking architecture. Don't use images with heavy overlay or different elements and images piled.