The imagery should feel natural, genuine, balanced and Nordic. The mood and people in the pictures are confident, joyous, calm, and approachable.
People can face the camera with natural contact. Situations and moods are real-life and authentic, never fake or forced. The stories should present dynamic and optimistic mindset. The gestures and reactions of people, however, should always be natural and believable. Settings should not be over-arranged.
Avoid stereotypes.
People appearing in photographs should have a genuine, personal look and be used to standing in front of a camera. Diversity of models (age, gender, nationality) should be promoted.