Photography
Artistic direction
In addition to vibrant graphic design images that carry the MoMo brand’s signature, MoMo also incorporates real-life illustrations to reinforce authenticity, approachability, and to create a deeper connection with users.
These real-life images must follow the artistic direction outlined below to ensure that the messages are communicated consistently and effectively.
Positivity
MoMo always focuses on positivity in financial activities, both in now and future. Our images should naturally capture these moments and inspire positive outlooks.
Authenticity
Characters in MoMo’s images should feel natural and relatable, reflecting real-life users. They will dress casually and appear in everyday settings, with each character representing a different group of MoMo users.
Sharing
MoMo is not just for individuals; it’s also about building a more positive society. Therefore, MoMo’s imagery is always connected with groups of people, showcasing its versatility in serving diverse audiences. The characters in MoMo’s visuals often express joyful emotions, sharing happiness together, or interacting, guiding, and introducing in a friendly manner, regardless of gender or age.
Visual direction
MoMo aims to be a trusted sidekick in users’ daily lives, so real-life images need to convey authenticity, approachability, and naturalness.
These criteria must be consistently reflected in every aspect of the imagery, from the characters and clothing to the setting activities, camera angles, lighting, and background.
Natural lighting
In addition to focusing on the main characters, the background of the frame will reflect the real-life living spaces of MoMo’s characters, with a soft blur (out of focus) effect that’s subtle yet enough for viewers to imagine the surrounding context.
Real spaces
In addition to focusing on highlighting the main characters in MoMo, the background should also reflect their real, everyday living spaces, with a gentle blur (out of focus) effect that’s subtle, yet enough for viewers to imagine the surrounding environment.
Main characters
The main characters in MoMo should reflect a diverse range of genders and are typically adults to align with MoMo’s primary user base.
Women
Men
Carriers
Mobile phones
Camera angles
The camera angle should reflect the character’s everyday perspective, simple and easy to follow. Avoid using angles that are too high or too low, or overly artistic or complex shots that disrupt the natural flow.
Medium shot (Neutral angle)
Low angle shot
Low angle shot
Point of view shot
Depth of field
Priority should be given to shots with the subject in focus and a gently blurred background, so that both the main subject and the context of the scene are clearly conveyed.
Wide shot
Avoid images with glass between the lens and the subject. Avoid overly blurred backgrounds.
Close-up shot
