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Imagery
Image categories:
Construction
Our construction imagery depicts and represents our experience in the field - specialists, skills necessary in the process of building, objects from construction site.
Avoid generic, ordinary images - if possible choose a different angle or perspective to depict a crane or a wall etc.
Avoid overposed images of personnel - if possible prefer to capture specialists in action, showing their skills.
Prefer portrait photos with light mood, not too serious.
Avoid photos of people taken from behind and showing people’s backs from a distance.
Don’t 
Never use old-fashioned, stereotypical approach in photos
Image categories:
Employer
Our employer imagery depicts our people - we have two types of portrait photography and team imagery.
Portraits are either aimed for corporate web usage or residential development marketing usage. Team imagery is meant to be used in emplyer branding communication.
Team imagery:Warm natural light, people in their own environment
Positive vibe, natural light, no posing
Do’s and dont’s
Employer photography in web
Do 
Employees in their own element, natural light, relaxed and friendly.
Don’t
Avoid strict formal headshots and white, impersonal background.
Residential development marketing portrait photos
Do
Photographed on site, with welcoming and warm feeling.
Don’t
Avoid strict formal headshots and white, impersonal background.
Image categories:
Interior photography
Our residential development interior photography depicts a warm, modern, hygge atmosphere and sends a message of creating a homely environment.
Use natural light. Try to catch a best sunlight moment for photoshoot - morning or the “golden hour” in the afternoon.
Use little details in the set stylistics - books, candles, flowers, plants, art, cushions etc. to create a warm and welcoming vibe.
Don’t
People don’t like empty, anonymous homes.
Image categories:
Home & hygge
This is a new category of imagery. It is created to support marketing communication. Home and hygge imagery is designed to draw the attention and inspire the audience. Especially for usage in SoMe.
People can also be seen in Hygge imagery - not in focus, but in their own environment, relaxing or doing some - thing in background.
Try to catch an emotion on an image. It is not necessary to depict the whole room in one image.
Rather try to depict emotional details or combinations of elements that create a special mood.
Image categories:
Abstract architectural photography
This is a new category of imagery. It is created to support corporate communication and marketing in digital channels. Abstract architectural photography is a subtle visual tool that helps to send the message of Merko as an construction expert.
Try to find a different angle to capturing a building.
The image can depict a pattern, an angle, a partial perspective. Avoid depicting a building as a facade panorama.
Abstract architectural photography
Displaying people in interior photography
Depict people in interior photography as if they were actually at home. Natural look and make-up are preferred - use light, neutral clothing.
To show life and natural movement inside interiors, people can also appear blurred (picture taken upon movement).
Depict daily life situations as they are - if people are having a meal, do not show untouched and uncut tomatoes on the plate. Or if the family is resting in the bed, do not depict them wearing official or full-clothing.
Image categories:
Fake photo / 3D guidelines
To describe views that can be seen from residential premises, we use realistic photos taken from the correct height.
We don’t show buildings from bird-view (roofs in focus) - they are impossible to relate to as no person can actually see such a view.
The focus of the image is the central building, we don’t put too much focus on the surrounding buildings or new buildings in development stages.
Bird-view photos are in order only in case of a large-scale development, e.g. depicting a whole block of building being developed. Or to showcase the neighbourhood.
