Image style
Photo
Matkahuolto’s brand images create a cohesive set of witty and insightful pictures that embody the Matkahuolto brand. With the pictures we show things as they actually are in real life. By doing so, we create a strong and recognisable style that exudes strength and colour and underlines our story.
Brand attributes in support of design
Authentic
When the going gets tough, our straight way of talking makes the client feel heard and understood. Our approach is positive and uncomplicated, which we let to be seen and heard.
Straightforward
We prefer clear, simple language and talk like one human being to another. Our form of address is always informal. This makes us easy-going and approachable.
Playful
We’re the driver who entertains you while carrying parcels and taking you to your destination in comfort. Our messages, full of wit and insights in the right places, are fun to read.
Essential Matkahuolto in pictures
The attributes chosen for Matkahuolto reflect the essence of our brand and help us to compose photographs that reinforce the brand, both in terms of visual expression and mood.
However, we don’t force every attribute into an image; instead, a successful photograph is created when the image portrays a compelling number of Matkahuolto elements along with other content.
Here are examples of successful and unsuccessful images. The images are accompanied by a list of elements that help us create visual communications that look like Matkahuolto.
Other points to consider
The image concept does not limit the way in which campaign-specific images are created, because in individual advertising campaigns the imagery depends on the creative idea. Recognisability is then ultimately achieved through other elements (tone of voice, graphic elements, sound, etc.).
Video image
Matkahuolto’s video images present things authentically and clearly – not artificially. Where possible, the subject can be highlighted with additional light, as in photographs, but it is even more important that the image exudes an unpretentious and warm atmosphere with contrasts (colour surface, light-shadow ratio). That’s what we are.
The video image should preferably be in clear colours, with no mixing of different colour temperatures (blue and orange light). Also avoid a short depth of field, lights that strike the camera head-on and backlit items.
Always try to capture the subject in the middle of the image. Avoid unnecessary camera movement, but hand-holding is allowed.
Story
Good storytelling requires a script and it must always convey our way of thinking. Matkahuolto’s video content is based on real and true stories.
