# Photography

> Authentic, energetic moments of adventure and friendship — unexpected angles, natural light, brand colours in the frame.

Source: https://design.lifty.ski/photography · Updated 2026-10-27

## At a glance

- Do: show real moments — friends laughing on a chairlift, someone carving fresh powder.
- Do: shoot low angles, close-ups, interesting crops and candid moments.
- Do: look for brand colours in clothing, equipment and surroundings.
- Do: keep logos and type over photos legible, with strong contrast.
- Don't: over-polish or stage the edit.

## Style

Freedom, excitement and spontaneity. Imagery feels authentic, energetic and inviting, showing real moments of adventure, friendship and fun. Where possible, clothing, equipment and surroundings carry Lifty's vibrant colours, creating quiet links that strengthen recognition.

## Angles

Unexpected angles, playful perspectives and dynamic compositions put the viewer in the action. Low-angle shots, close-ups, interesting crops and candid moments create movement and immersion. Whether it's friends laughing on a ski lift or someone carving through fresh powder, a photo should make you feel part of the adventure.

## Post-production

Embrace natural sunlight, snowy textures and movement for an energetic, contemporary look. Editing enhances the atmosphere without feeling polished or staged, keeping images authentic, youthful and approachable, and consistent across digital and print.

## Overlays

Graphic overlays bring photography and branding together in bold, playful compositions. Brand colour overlays add consistency and contrast and bring Lifty's personality into every application.

Logos, type and graphics can sit directly on photography or colour, as long as they keep strong contrast and stay clearly legible. Experiment with scale, position and colour while keeping the design clean, balanced and accessible.

The mountain mark can be enlarged, cropped and run past the edges of a layout for unexpected framing. With the sun, contour patterns and bold type, these treatments add depth, movement and energy. Examples from the guidelines: "JUST FOLLOW THE SNOW." in Jorude over a close-up; the wordmark on Electric Orange with contour lines; an orange mountain line sweeping through a snowboarder's shot; an Off White sun and a burgundy mountain band over snowy peaks.

## Photo library

The sample photographs delivered with the guidelines are not published here until their licence is confirmed.