VV II SS UU AA LL SS TT YY LL E E HUMAN FRAGILITY. HUMAN CONNECTION. TYPE ONE ‘BRAND’ PHOTOGRAPHY Our visual style is a careful and considered balance of visual elements which work together to consistently communicate our brand. TYPE TWO ‘BENEFIT’ PHOTOGRAPHY The brand aesthetic needs to do various different jobs depending on who we are talking TYPE THREE ‘PRODUCT’ PHOTOGRAPHY to, and about what, so our visual elements can [STATIC AND IN-USE] ‘flex’ in their relative balance to each other. This means our brand can support lots of varying messages all the way through SAFETRX GRAPHIC FAMILY the purchase process, from building brand awareness to converting sales. SAFETRX TYPOGRAPHY BRAND EXPRESSION VISUAL STYLE 04.03.2022 8