- Consistency, with brand values and offering
- Cohesion with ATL and current design style
- Recognisable and ownable style within imagery created
Needs - Operational
- Flexible – for use in range of applications / layouts
- Differentiated from ‘ Stock shot’ wallpaper
- ‘Starter pack’ for an ongoing library of general destination images
- Provide breath and depth to visual description of destinations
Needs - Content
- Graphic and design conscious but not gratuitous
- Evocative elements of a place; Descriptive, not just illustrative.
- Create desire, interest, a taster
- A new angle / intrigue from ‘overshot’ destinations.