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Our imagery philosophy

Marketing-friendly abstractions over raw product screenshots - Oratory creates cohesive marketing illustrations rather than direct product screenshots to maintain visual consistency and professional appeal.
We transform your product into marketing-ready visuals that communicate your value proposition clearly, rather than using raw screenshots that may lack visual polish or consistency.

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Imagery categories

Our imagery approach is organized into three primary categories, each serving different purposes in your website:

Product Imagery

Primary focus - Marketing-friendly versions of your actual product interfaces
  • Abstracted product views
  • Custom illustrations for features launching within 3 months
  • 70-80% actual product views vs decorative graphics
  • Feature sections use snippets, not full dashboard views

Human/Team Imagery

Selective usage - High-quality, standardized team imagery
  • 80/20 split: product screenshots vs human faces
  • Primarily for testimonials sections
  • AI-processed for consistent theme while preserving authenticity
  • High-quality source photos required (no selfies or low-quality images)

Custom Illustrations

Strategic placement - Purposeful graphics that support your brand
  • Homepage gets custom imagery priority
  • Template pages use branded patterns and typography systems
  • AI-generated elements for specific callout sections
  • Brand integration with logo derivatives throughout design

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Product imagery (primary focus)

Product imagery is the core of most B2B SaaS websites. Our approach ensures your product looks professional and communicates effectively:

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Abstracted product views

We create marketing-friendly versions of your actual product interfaces—not raw screenshots, but polished visualizations that:
  • Maintain visual consistency across all product sections
  • Highlight key features without overwhelming detail
  • Support your messaging with purposeful visual choices
  • Reflect your brand through color, typography, and styling

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Custom illustrations for upcoming features

For features launching within the next 3 months, we create custom illustrations that:
  • Build anticipation and communicate roadmap
  • Maintain visual consistency with existing product imagery
  • Support marketing messaging around new capabilities

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Ratio and implementation

  • 70-80% actual product views vs decorative graphics
  • Feature sections use snippets, not full dashboard views
  • Focus on workflow visualization and capability demonstration
The goal is to show your product in its best light while maintaining visual consistency. We abstract just enough to create marketing-ready visuals without losing the authentic product experience.

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Human and team imagery

Human imagery is used strategically, not extensively:

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Usage guidelines

  • 80/20 split: Product screenshots vs human faces
  • Human faces limited to: Testimonials sections primarily
  • Quality requirements: Cannot be selfies or low-quality images

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AI standardization

We use high-quality source photos processed through AI to:
  • Maintain consistent theme across all team imagery
  • Preserve actual appearance while ensuring visual harmony
  • Coordinate with brand color palettes
  • Create professional, cohesive visual language
We require high-resolution source material for team imagery. Low-quality photos or selfies cannot be processed effectively and will compromise the professional appearance of your site.

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Custom illustrations and graphics

Custom illustrations serve specific purposes and are strategically placed:

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Homepage focus

  • Custom imagery priority for homepage sections
  • Purposeful graphics that support key messaging
  • Brand-specific elements integrated throughout

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Template pages

  • Use branded patterns and typography systems rather than custom imagery
  • Flexible imagery systems you can extend yourself
  • Consistent visual language without requiring custom graphics for every page

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AI-generated elements

Used for specific callout sections such as:
  • Risk behavior illustrations
  • Process visualizations
  • Conceptual graphics that support messaging

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Brand integration

  • Incorporate company-specific elements like logo derivatives
  • Maintain connection to existing brand guidelines
  • Allow brand evolution while preserving recognition

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Project-specific adaptations

Our imagery approach adapts to different business types:

SaaS/Software Companies

Product-first approach
  • Focus on product capabilities and workflow visualization
  • Before/after sections to explain value proposition
  • Integration sections as “table stakes”
  • 70-80% product imagery, 20-30% supporting graphics

Service-Based Businesses

People-first approach
  • Visualize frameworks and consulting processes when no frontend exists
  • 70% human/community photos, 30% product/UI
  • Custom background patterns over decorative elements
  • Focus on process visualization and team expertise

Technical/Developer Tools

Technical aesthetic
  • Terminal aesthetic integration with technical noir styling
  • Precise line work and technical blueprints
  • Mono fonts and terminal windows as visual elements
  • Developer-focused visual language

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Quality and consistency standards

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Image processing requirements

  • High-resolution source material required for all imagery
  • AI tools used for standardization while maintaining authenticity
  • Color palette coordination with brand guidelines
  • Consistent visual treatment across all imagery types

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Brand alignment

  • Imagery must reflect recognizable brand elements
  • Pattern/shape usage should be purposeful, not decorative
  • Maintain connection to existing brand guidelines while allowing evolution
  • Ensure visual consistency across all pages and sections
All imagery is processed and standardized to ensure it works harmoniously with your brand system. We coordinate colors, styles, and treatments to create a cohesive visual experience.

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Delivery and implementation

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Asset organization

  • Homepage gets custom imagery priority - Full custom treatment for key sections
  • Template pages use flexible imagery systems - Patterns and systems you can extend
  • CMS setup allows client content addition - You can add imagery post-launch using our systems

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Client collaboration

To create effective product imagery, we need:
  • Demo/walkthrough required - We need to understand your product to visualize it effectively
  • Source photos and UI elements - You provide materials for design incorporation
  • Existing video demos and image libraries - We leverage what you already have when available
  • Access to product - Screenshots and product access to understand what we’re visualizing
The more context you can provide about your product, the better we can create imagery that accurately represents your capabilities and value proposition.

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Post-launch management

After launch, you can:
  • Extend imagery systems using the patterns and templates we’ve created
  • Add new imagery following the established visual guidelines
  • Maintain consistency using the brand elements and patterns we’ve set up
Our imagery systems are designed for client self-management. You’ll receive templates and guidelines that make it easy to add new imagery while maintaining visual consistency.

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How this fits into our process

Imagery creation happens throughout our design and development process:
  • Week 1 (Design Direction): We discuss imagery needs, review existing assets, and align on visual approach
  • Week 2 (Homepage Design): Custom imagery is created for homepage sections
  • Week 3 (Development): Imagery is integrated into the live site
  • Week 4 (Finalization): Additional page imagery is finalized and integrated
For more details on our process, see our process page.

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Ready to discuss your imagery needs?

Book a call to discuss how we’ll approach imagery for your specific product and brand.

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