Dune London - Brand Communications Guidelines

LOCAL CONTENT • PHOTOSHOOTS

Local Content Guidelines: Professional Photoshoots If the resource is available Franchise partners can produce local photoshoots provided that brand creative direction and the franchisee’s responsibilities stipulated in these guidelines are adhered to. In particular: • Local photoshoots can be still life only, unless agreed otherwise prior to shoot • Concept, styling and art direction is approved by Dune Marketing prior to shoot • Global usage for digital channels is secured • Only products that haven’t or won’t be shot by Dune Marketing are featured Lighting • Should always be bright and in keeping with the seasons. E.g. soft shadows for Autumn/Winter, and more clearly defined shadows for Spring/Summer. • Please follow lighting levels used in current brand campaigns and content as closely as possible. Technical details can be provided on request. Props • Props should be used sparingly to ensure the focus is always on the product. • Where props are used they should be premium and luxurious, incorporating interesting and sophisticated textures or surfaces. E.g. polished wood, velvet, marble, gold finishes or raffia. • Always avoid distressed, raw or industrial textures. E.g. unpainted or unpolished metal, concrete, pre-fabricated wood (MDF) etc. Key considerations for shoots produced by professional photographers include:

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