Photography

Art direction

Our photography captures real people doing meaningful work in bright, clean environments. The focus is on people – in motion, engaged, yet relaxed and in a good mood. We avoid props, trends, and visual noise.

Every image should reflect the clarity CAKE.com brings to the workplace: less chaos, fewer distractions, and more momentum.

Photography keywords

The core

CAKE.com photography tells real-world stories of focused, fulfilled teams doing work. It’s human-centric, authentic, and emotionally engaging. It captures people in natural moments that reflect clarity, confidence, and control. Diversity is key, with a focus on a range of faces and roles.

Look & feel

Photography has a light and airy aesthetic, using natural lighting to create optimistic atmosphere, while pops of brand color add energy. Compositions are clean and uncluttered, keeping the focus on people in modern work settings. Neutral backdrops ensure clarity and balance. Skin tones remain honest with minimal retouching, reinforcing authenticity.

Photography types

CAKE.com photography includes three key types.

Editorial or conceptual images, which use simple visual metaphors to express ideas like “less chaos, more time”.

Hero portraits spotlight real people against clean, minimal backgrounds, capturing confidence and authenticity.


Real work environments show candid, collaborative moments in familiar, everyday workspaces. Together, they reflect our brand’s human, focused, and approachable tone.

Consideration

When creating or choosing photography for CAKE.com, as yourself these questions:



• Is a human the clear focal point?
• Does it feel authentic (no stock clichés)?
• Are the digital devices more prominent compared to notebooks, papers and sticky notes?
• Is the scene tidy and easy to parse?
• Does it represent varied roles, ages, industries?
• Are brand colors present or is the palette not clashing with brand colors?

Do

Focus on real people as the clear subject. Capture authentic moments, avoid staged clichés. Include brand colors subtly or as accents. Keep scenes clean and uncluttered. Show diversity in roles, ages, and industries.

Don’t

Don’t use generic stock images or stereotypes. Avoid overload scenes with distracting props or colors. Don’t let brand colors clash or overpower the photo, don’t create busy or confusing compositions. Don’t exclude diverse representation or human elements.