Index

Art direction

Introduction

Our art direction allows us to show the aspirational side of Fresha. We show a broad range of people that convey the diversity and distinctiveness of people who use our product.

Overview

Principles

Across our art direction styles, we have three guiding principles that
capture the spirit of Fresha.
*Fresha do not own the rights to the 
photography that is contained on this page.
We photograph our people to make them feel as empowered as possible. We do this by shooting close and intimate, filling the screen with their image. We also shoot them from slightly below to give a sense that we are looking up to them, making them feel heroic. Empowering
The people and locations we photograph must capture a sense of trust. We can do this by shooting real interactions between business and customer. Salons should be clean and minimal to reflect the quality of the treatments. Trustworthy
The people we photograph must not feel staged or generic. We should also capture a diverse range of people of different backgrounds and ages. Authentic

People

When choosing people for our art direction, they need to capture a sense of empowerment and authenticity.
B2C B2B

Salons

Our salon photography should show the details of treatments an services that are featured on Fresha.

B2C treatment

Treatments

We have three types of treatments which can be used with our B2C
art direction. These styles capture light in distinctive ways.
Spotlight Immersive Graphic

Details

Below are steps showing how each treatment of B2C photography is created. Follow these steps to make sure our styles are consistent.
The model’s expression must be authentic. A spotlight must be apparent in the background. Make sure we are using our brand colours. The spotlight must overlay the model. We should shoot the model from the chest upwards. Close crops help to create a sense of empowerment. 1 2 3 4
The model’s expression must be authentic. Our Immersive treatment creates a calming scene. Make sure to use our brand colours. The Immersive light must overlay the model. We should shoot the model from the chest upwards. Close crops help to create a sense of empowerment. 1 2 3 4
The light in the background must be cylindrical. It should be the Pastel colour of the Punch used for the background or white. The studio background must be one of our brand colours. The Punch colours work well here. There should be a slight light overlay. We should shoot the model from the chest upwards. Close crops help to create a sense of empowerment. 1 2 3 4
Spotlight Immersive Graphic

Build

Below are steps showing how each treatment of B2C photography is created. Follow these steps to make sure our styles are consistent.
Choose your photograph.
Mask out the model. Place in a background choosing one of brand colours. Add a slight colour overlay to the model.
Add a spotlight to the background. Make sure to use one of our brand colours. A field blur should be applied to make it feel realistic.
Add a light overlay to the model to make the spotlight and model feel more intergrated.
Choose your photograph.
Mask out the model. Place in a background choosing one of brand colours. Add a slight colour overlay to the model.
Add a field blur to the model. 
It should be subtle and soft.
Create a solid colour overlay and mask out section using a brush at 40%. The image should feel immersive and considered.
Choose your photograph.
Mask out the model. Place in a background choosing one of brand colours. Add a slight colour overlay to the model.
Use a cylindrical shape in the background as a light. It should be either white or the Pastel of the background colour.
Add a slight light overlay to the model’s face.
Spotlight Immersive Graphic

B2B treatment

Overview

For B2B, we use a light overlay to create a distinctive and immersive photographic treatment.
People Salons

Details

Below are the features of our B2B art direction. Follow these rules to make sure our photography is consistent and impactful.
The model’s expression and posture must be empowering. Our people should be photographed in authentic and real environments. The light leak must overlay the model. We use a subtle field blur to add depth to our photography. 1 2 3 4
Props and details can help to allude to treatments. Salons and interiors should be shot in a light setting. Composistions need to be minimal. A subtle field blur should be used to bring attention to moments within the photograph. 1 2 3 The light leak must overlay the model. 4
People Salons

Build

Below are steps showing how the treatment of our B2B photography is created. Follow these stops to make sure our
styles are consistent.
Choose your photograph.
Lighten up the image if the supplied photograph is quite dark. Our photographs must be light and warm.
Add a subtle field blur to the photograph. 
Bring attention to the model within the scene.
Create a solid colour overlay and mask out section using a brush at 60%. The image should feel immersive and considered.
Choose your photograph.
Lighten up the image if the supplied photograph is quite dark. Our photographs must be light and warm.
Add a subtle field blur to the photograph. 
Bring attention to the details and moments within the scene.
Create a solid colour overlay and mask out section using a brush at 60%. The image should feel immersive and considered.
People Salons

Services

Overview

Our Services art direction illustrates services and treatments which Fresha provides to both businesses and customers.

Details

Below are the features of our Services art direction. Follow these rules to make sure our photography is consistent and impactful.
Items should allude to treatments or services. We use either Single or Interactive spotlights as a background. The product or item must be integrated within the scene. An edge of the Spotlight should be visible. 1 2 3 4

Build

Follow these build steps to make sure our Services art direction is visually consistent and impactful.
Create a composition with either a Single or Interactive spotlight.
Add an item to the scene. Slant it to make it feel like it’s elevating.
Add a copy of the background as the top layer and set that it to 60% opacity in Overlay.
Add a grounding shadow to situate the scene.

Product

Functional

Our Functional approach to Product art direction is used to illustrate the Fresha product. It can be used on the website when communicated benefits and services.

Details

A practical description of what we do and the value it 
offers to customers.
The outline should allude to a device. There should be no detail apart from the shell. The background should not distract from the product screen. The colour of the outline should be our Curtain 
Close colour. 1 2 3

Build

The shells of our devices should be as minimal as possible. 
They should feature no buttons or design features. `Follow this guidance to make sure the product illustrations are consistent.

Expressive

Our Expressive product art direction illustrates Fresha’s benefits and services in a dynamic fashion. This type of art direction should be used throughout all our brand communications.

Build

Follow these simple steps to create our Product art direction. 
This guidance will help in consistency and impact of the 
visual treatment.
Create a composition with either a Single or Interactive spotlight.
Add an device to the scene. The device can either be elevated or be surfaced on the background.
Add a UI design to the screen of the device.
Add a shadow to ground the product.

Things to avoid

01

Make sure light effects do not obstruct models too much.

02

Light overlays should not over expose the subject.

03

Do not overuse the field blur.

04

Do not apply any filters to our
art direction.

Inspiration

Layout system