07 — Imagery
Real people, real weather.
We photograph our gear being used, by people who use it, in the light that happened to be there. No studios, no summit poses, no filters.
Gear in use
Show the jacket wet, the bag packed, the boots muddy.
Natural light
Shoot in the light you have. Overcast is a feature.
Real people
Friends, staff and customers. Mixed ages, sizes and skill levels.
Leave room
Keep calm space for type and the logo. Shoot wider than you think.
Do
Photos that feel like Fernway.
✓
Camp at dusk, shot on a phone. Warm, imperfect, real.
✓
Detail of use: worn boots, real mud, no styling.
✓
Small figure, big landscape. Room left for a headline.
✓
The view from the tent door, first light.
Don’t
Photos that could belong to anyone.
✕
Posed studio groups looking at the camera.
✕
Heavy filters, neon grading, cities at night.
Specs
For photographers and partners.
Crops
Colour
Delivery
Credits
08 — Next